Source: New York Magazine
New York Magazine has launched a new premium membership program called “New York by New York,” reports Media Post’s Publishers Daily. For $99 a year or $9.99 a month, members get a host of benefits curated by their editors, including Dee Lockett, Alexis Swerdloff, Alan Sytsma, Alex Jung and Stella Bugbee. Year-round member benefits of NYxNY include:
- Exclusive dining and restaurant offers (e.g., chefs’ tables, openings, difficult-to-get reservations)
- Access to cultural experiences at New York theaters, art museums and concerts
- Discounted rates at retail partners chosen by New York Magazine editors
- Exclusive tips on living the New York life, including personal tips and insider recommendations on dining, entertainment, culture and shopping
- Access to a private Instagram feed
- Event perks and invitations to events hosted by the magazine
- Limited-edition tote bag (available to annual members only)
- Premium email newsletter with invitations to experiences, special perks and curated offers
Source: New York Magazine
“With New York by New York, our premium membership program, you can unlock access to unique experiences and offers curated by our editors,” says New York magazine. “Enjoy exclusive dining and restaurant offers, shop with exclusive friends-and-family rates, and receive invitations to events hosted by New York Magazine.”
New York Magazine is kicking off the program with an interesting array of special offers and promotions available only to members. They’ll make about a dozen special offers available each month. Current offers include:
- A Kinky Boots VIP ticket package that includes a chance to meet actor Todrick Hall backstage, center-orchestra seating, drinks at intermission, and a signature gift bag for $450.
- 30 percent discount off the first month at The IMAX Experience group-cycling studio, and 15 percent discount after the first month.
- Score nearly-impossible-to-get tickets to Hamilton with Hamilton VIP experience packages. For $1,325, members will get the very best seats in the house on prime holiday dates, but also post-show, open-bar private shopping in the new Hamilton shop at the Paramount Hotel. The price also includes a curated holiday gift bag with a copy of Hamilton: The Revolution book, a drink, and a charity donation to allow one student to see the performance free of charge.
- Discounts on flowers from UrbanStems, champagne and sparkling wines from Bubbles Club, Lyft, and small-batch, American-made food, wine and spirits from Mouth.com.
As Publishers Daily points out, NYxNY is a way to generate revenue and further engage readers without asking them to pay for editorial content. Instead, they get exclusive access to experiences and offers not available elsewhere. The program has been in beta for the first six weeks, and so far, most members have selected the annual option.
Insider Take:
This type of membership program is something we are starting to see more of. Vogue launched a VIP membership program for $200 a year this summer, and WIRED launched a $4,000-a-year Emerging Technology Council in November. Strong brands are trying to leverage their popularity and reputations to create more personalized and bespoke offerings for their subscribers and members.
By doing so, they are further solidifying their relationships, generating recurring revenue for the brand while giving their subscribers and members something they can’t get anywhere else. We expect this trend to continue in 2017, and it will likely expand beyond the publishing realm to other types of businesses.
