Whenever The New York Times breaks a big story, within 24 hours, up to 60 percent of all global traffic to that story can typically come via push notifications, particularly if it breaks over a weekend. That’s not due to the magnitude of the news alone but a carefully crafted push-alerts strategy executed by a dedicated 11-person team in the U.S team. Now, the publisher is ramping up how it tailors push notifications to be more locally relevant to its international markets, starting with the U.K. and Australia.
“For a long time, push notifications were really a broadcast experience. You hit the publish button, and it lights up on millions of phones. But people expect more granular control now,” said Andrew Phelps, New York Times product director. “The Times is trying to become a truly global news organization, in the way that we became a truly national one. Push notifications are a natural extension to how we reach new audiences.”