The New York Times is launching on Snapchat Discover
The New York Times is the latest media outlet to launch on Snapchat's Discover platform for publishers.
The New York Times is launching on Snapchat Discover / Snapchat
The newspaper has not revealed when it will land on the messaging app, but did say that shortly it will creating a daily edition of its popular morning briefing for readers in the US, Canada and Australia from Monday through to Friday.
Snapchat's partnership with the Times adds to its roster of 40 publishers already publishing content within the app's walls, including BuzzFeed, the Wall Street Journal and Vice.
"We’re seeing enormous interest on the part of younger audiences for the sort of smart, visual digital journalism for which the Times has become known. And Snapchat is an ideal place to reach that audience," said Kinsey Wilson, executive vice-president, product and technology at the New York Times.
"At the end of the day, our goal is to make sure our journalism reaches the widest possible audience and that we continue the rapid growth we’ve seen in our base of loyal subscribers -- growth that comes in large part from reaching new audiences on other platforms," she added.
The partnership with Snap will allow The Times to put together a team of top visual storytelling experts to collaborate on daily editions.
150 million people use Snapchat daily worldwide, with over 60 million of those in the US and Canada. According to Nielsen data, on any given day, Snapchat reaches 41% of all 18 to 34 year-olds in the US, in comparison the average individual US TV network only reaches 6% of the same demographic.
The news comes ahead of Snapchat's forthcoming IPO, which is anticipated to be the latest tech public offering in years with an estimated value of $25m.