Does The New York Times joining Snapchat Discover lend an air of respectability to a new platform, and breathe new life into an aging publisher?
That’s obviously what the partners are planning -- but only time will tell.
Regardless, it’s a done deal. Snapchat Discover users can soon expect to see a fresh edition from The Times every weekday.
To Snap’s credit, its Discover service remains a popular distribution platform among publishers.
And, for good reason. By Snap’s estimate, 41% of U.S. adults ages 18-to-34 check out Snapchat every day. Worldwide, meanwhile, Snapchat Discover has now surpassed 150 million daily active users.
As such, Discover continues to attract more respectable media brands.
Along with The New York Times, The Washington Post recently entered into a distribution deal with Snap to increase its reach among younger users.
The publication -- owned by Amazon head Jeff Bezos – officially debuted a daily Discover Edition on Snapchat, in February.
As such, WaPo becomes Snap’s first editorial partner to provide multiple news updates through the day, seven days a week. For now, the Discover Edition is being tailored to readers in United States, Canada, and the United Kingdom.
Meanwhile, after making deals with Snapchat to create Stories around events like Vanity Fair’s Oscar Party and Glamour’s Women of the Year Awards, earlier this month , Condé Nast said it was forming a team to create weekly content on the Snapchat Discover platform for its GQ, Wired and Self brands.