By: Staff reports
Times To Increase Its National Presence
The New York Times Co., in a bid to extend its national image,
yesterday signed a deal with Starbucks that puts The New York Times
in Starbucks’ 2,000-plus stores across the country.
The Times has exclusive access to the entire Starbucks network of
shops, which, according to the company, has 11 million customers
weekly. The three-year agreement allows individual outlets to still
carry the local newspaper serving that shop’s area, if they desire.
According to Starbucks spokesperson Alan Gulick, a coffee shop can
carry other national papers, such as The Wall Street Journal, if the
shop thinks customers would prefer a varied selection. The New York
Times/Starbucks contract stipulates that other national newspapers
can penetrate only 20% of Starbucks’ stores, according to Cathy Park,
manager of public relations at the Times Co.
The Times, in return, will promote Starbucks products and retail
locations through its national advertising network. Neither company
disclosed terms of the advertising deal.
The deal extends beyond print with both companies’ sites providing
links to the other. New York Times Digital will be exploring what
online opportunities could arise from the new partnership, officials
Until now, USA Today has been the featured national newspaper in
Starbucks coffee shops, but the deal was non-exclusive and expires
at the end of Starbuck’s fiscal year, Oct. 1, Gulick said.
(c) Copyright 2000, Editor & Publisher