Summary:

As Time Out New York rolls out a new digital strategy, the company hopes its trusted editorial brand will outweigh New Yorkers’ possible app fatigue.

TONY iPad app
photo: Time Out New York

Time Out New York is rolling out a new digital strategy including e-commerce, daily deals and apps.

The market is crowded with “what-to-do-in-NYC” apps — including offerings from the New York Times and New York magazine as well as consumer review-centric apps like Yelp and Urbanspoon. But Time Out New York hopes to appeal to a base of local readers who trust its editorial brand and already read the magazine and website. The company’s iPad app offers a “personalized, citywide recommendation engine,” and the iPhone app provides info on arts, entertainment and venues. (An Android version is on the way.)

Time Out New York is also adding restaurant reservations, though a partnership with Open Table, and theater ticketing to its website. Eventually, it will expand to offer tickets to other types of events as well.

In addition, the company is launching daily deals and other special offers. New York City is particularly saturated with daily deals, but Time Out North America president Askel van der Wal says the offers will “fit with what we stand for as a brand. We’re not suddenly [offering] teeth whitening.”

Venture capital firm Oakley Capital Investments purchased a majority stake in Time Out New York last year and Time Out London already offers daily deals and ticketing.

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