Delta has a new deal with The New York Times to monetize passenger attention onboard its flights.
- SkyMiles members age 18 or older can log into Delta’s seat back entertainment system (‘Delta Sync’) and receive New York Times all-access for their flight and afterward – up to 24 hours.
- No credit card is required, and the offer can be used up to 12 times per calendar year.
- This incudes news, games, cooking, audio, and The Athletic
A long flight is a very good environment for crossword, wordle, long-form reads, podcasts, and saving recipes. And the Times hope is that it’ll convert to subscribers. Cleary they’re paying Delta in some form – whether for placement, lead generation, or conversion commissions. It’s a customer acquisition partnership pitched as premium onboard content.
Delta describes Sync as a personalized hub of exclusive partner offers, and already includes T-Mobile, Paramount+, YouTube Premium, Crunchyroll, Uber and Amex offers. So the Times is added into this stable to create a trial and conversion funnel. This is not ‘licensing news for passenger convenience.’ It gets the Times in front of Delta’s 200 million passengers at a time when they’re a somewhat captive audience.
And by the way this also helps Delta brand in the New York market where they’ve taken a lead, but could face a fight from whomever buys JetBlue.
It’s also another Delta commercial win while United continues to build its Kinective media platform to monetize passengers. Of course, downside is that some SkyMiles members will object to the New York Times as a brand.
Meh, if you got 2-3 Amex Platinums, you already burn a few Digital Entertainment credits on NYT and WSJ.
Who reads the NYT – what a lying source of news – The NY post – love it
The last thing I’d want to do inflight is ready commie propaganda aimed at Woodstock boomers.
More cringe from the world’s most cringe airline.
Instead of reading the Fake News NYT, passengers would prefer having CHOICES for news that spans left leaning, right leaning, and in the middle.
Most travellers would prefer non-fiction.
Oof. Gary, might as well officially rename the site ‘View from the Right Wing’… fellas, I’ve got bones to pick, but it’s still the paper of record.
There’s nothing premium about reading the New York Slimes.
Geez 1990, looks like you’re outnumbered, just like in the last presidental election.
It’s important to know what the enemy is up to.
@Larry — Bah! Now just 214 days until the midterms. Not sure Democrats will win, so much as Republicans will lose.
@Mike P — Referring to your fellow countrymen as enemies is a sign of weakness; besides, isn’t your team trying to get rid of voting by mail. Might make it difficult for some of your brethren like @Mantis, who lives overseas. What’s up with right-wingers moving abroad, just to whine about back home. Hmm. Curious.
Would love to see substack access instead of constantly stuffing these failing corp propaganda outlets down our throats. Independent journalism is the present and the future.