Whatever they're doing, whether to maintain growth or increase it, it's mostly working.

Just today coincidentally:

The New York Times Reaches Three Million Digital Subscribers Outside the U.S.

https://www.nytco.com/press/the-new-york-times-reaches-three...

And last month:

The New York Times Passes 13 Million Subscribers

> For the second quarter of 2026, the company forecast a 14 to 17 percent increase in digital-only subscription revenue

https://www.nytimes.com/2026/05/06/business/media/new-york-t...