President Trump assailed "the failing New York Times" for years, given its unflattering coverage of his candidacy and subsequent years in the White House. The taunts only bolstered support for the
newspaper, as paid subscriptions more than doubled from 2.9 million in late 2016 to more than 7 million now.
However, it's oversimplistic to attribute the growth solely to a "Trump Bump"
that will fade as soon as the president savors his last departure from the South Lawn on Marine Force One. That’s because the NYT has become much more sophisticated about its marketing
efforts, and offers a wide range of content that gives people more reasons to subscribe.
Even if you don't live in the New York City region and follow the newspaper's cultural
coverage, which unfortunately has fewer events and performances to cover during the pandemic grind, there's never a shortage of things to read in the NYT.
Stuck at home
during this seemingly endless health crisis, my wife and I have read a lot more of the NYT Cooking section for new recipe ideas that will pass muster with our teenage kids. The newspaper
markets NYT Cooking and its popular crossword puzzle as a separate subscription, but the best value comes from subscribing to its entire website.
Given the variey of the
's coverage, I don't expect there will be an appreciable "Trump Slump."
While will be hard to find a public figure as polarizing as the current president, most people aren't nursing
an addiction to the adrenalin rush that comes with Trump-inspired outrage. They can still follow his Tweeter feed for a daily fix that isn't going to come from listening to the mild-mannered drone of
Sen. Mitch McConnell (R-Kentucky).
Besides, Trump isn't going away completely — he will remain a consequential public figure who invites controversy for years to come. This
year's election demonstrated that his following is substantial. Trump will continue to be a reliable newsmaker news outlets can't ignore.