New York Times Goes a Little Bit Her

Pedestrians pass in front of the New York Times Co. building in New York, U.S., on Wednesday, April 27, 2011. New York Times Co., publisher of the namesake newspaper, said more than 100,000 people signed up for new digital subscriptions, a sign online revenue may help offset a decline in print advertising and circulation. Photographer: Michael Nagle/Bloomberg via Getty Images
Photo: Michael NagleBloomberg/Bloomberg via Getty Images2011 Bloomberg

The paper’s forthcoming “curated” news app NYT Now ($8 a month) “greets you with a briefing that says, ‘Good morning,’” Poynter reports, among other things. “I know it sounds relatively trivial,” said editor Cliff Levy, but testers said, “Wow, the New York Times has never talked to me like that before.” For the real fans, Times Premier ($45 a month, or $585 a year) offers insider info, free e-books, handpicked bonus crossword puzzles, and more, but does not yet sing you to sleep at night.