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BtoB

Martin Nisenholtz

By Published on .

In the 16 months since Martin Nisenholtz was named senior VP-digital operations, New York Times Co. has unveiled a steady stream of new ideas and ventures. Nisenholtz has overseen the integration of About.com, acquired from Primedia in March 2005, into New York Times Co. as a freestanding business unit. Site traffic has increased by 40% to 55 million average unique visitors per month worldwide.

In September, he presided over the launch of the TimesSelect premium service, which put the paper's best-known columnists and rich archives behind a paid subscription wall. As of April, TimesSelect had approximately 465,000 home-delivery (with TimesSelect included in the subscription price) and online-only subscribers.

But Nisenholtz said he's not intending to grow online subscriptions at the expense of generally free access to NYTimes.com, one of the highest-traffic newspaper Web sites, with 12 million unique visitors monthly. "Our site is 98% free, and I don't see that changing," he said.

The redesign of nytimes.com, which debuted in April, reflects months of behind-the-scenes work to increase personalization, interactivity, video and other multimedia offerings; the size and number of online advertisements; and user friendliness.

One of the most innovative aspects of the redesign, Nisenholtz said, will be MyTimes, which will allow users to create and manage personalized Web pages with content from NYTimes.com and other Internet sites, along with guidance and interpretation from New York Times journalists. -M.G.

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