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THE NEW YORK TIMES INTRODUCES 'TIMESCARD,' DISCOUNT CARD FOR SUBSCRIBERS

THE NEW YORK TIMES INTRODUCES 'TIMESCARD,' DISCOUNT CARD FOR SUBSCRIBERS
 /ADVANCE/ NEW YORK, Aug. 2 /PRNewswire/ -- The New York Times (AMEX: NYT.A) today introduced TimesCard, a new service that will offer discounts and other benefits to The Times's home delivery subscribers at a wide range of restaurants, retailers and other establishments in the New York area. The announcement was made by William L. Pollak, executive vice president of sales.
 TimesCard, a personalized plastic card with an appearance much like a credit card, will be offered without charge to seven-day subscribers who agree to pay for their subscriptions six months in advance. Other subscribers will be able to obtain TimesCard for a fee.
 More than 600 companies have signed on as charter service providers, including restaurants like Lutece and Chanterelle. Also among the participants are New York Sports Clubs, Barnes & Noble book stores and the Brooklyn Academy of Music. Benefits offered to card holders range from discounts and waived membership fees to free food or bottles of wine. Lutece, for example, offers diners a complimentary serving of its legendary souffle.
 "The TimesCard program gives The Times a way to do something special for both our subscribers and advertisers at the same time," Pollak said. "Subscribers receive an opportunity to save on goods and services, while advertisers get access to the most desirable audience in the market -- the affluent, active regular readers of The New York Times."
 Subscribers who receive TimesCard also will be sent a dining and shopping guide, a pocket-size directory of participating establishments, a book of savings certificates and a regular newsletter with tips on how to get the most from TimesCard. Participants will be identified with a decal to be displayed in store windows. The Times will highlight the charter participants in advertisements, an 800 phone line and other special promotions.
 Daniel Cohen, managing director of advertising sales development for The Times, developed the program as a joint promotion for the circulation and advertising departments. Cohen said the charter participants have been very enthusiastic.
 "TimesCard is different from other card programs, in part because of The Times's name and involvement, which has created interest among merchants who have never before joined such a program," Cohen said. "And, because all of the card holders are Times subscribers, the merchants are assured of reaching the very customers they most want."
 Circulation of The Times for the six months ended June 30, 1992, reached record highs, with 1,187,000 copies on weekdays and 1,767,000 copies on Sundays. The Times is now the largest circulation metropolitan newspaper in the nation, both for weekdays and Sundays.
 -0- 8/3/92
 /CONTACT: Nancy Nielsen, 212-556-7078, or William Adler, 212-556-7077, both of The New York Times/
 (NYT) CO: New York Times Company ST: New York IN: PUB SU: PDT


TS -- NY029 -- 5547 07/31/92 11:13 EDT
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Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Jul 31, 1992
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