The New York Times (NYSE:NYT) is exploring the launch of a new edition of the iconic newspaper geared at a younger audience.
Unnamed sources at the Times told the Forbes that the NYT Junior edition would target college students and readers in their twenties. The entry-level product would be priced to appeal to young adults with more limited incomes than older readers.
If it goes ahead with the young audience-aimed edition, the Times will join other prominent publications like Time Warner‘s (NYSE:TWX) Time and Sports Illustrated, both of which produce magazine versions for younger readers.
The Times has asked readers about their receptiveness to such an edition in recent customer surveys. A spokesperson for the newspaper declined to provide additional details about NYT Junior to Forbes, but confirmed that the newspaper was testing the concept.
In its most recent quarter, the Times topped Wall Street estimates, posting a 16.1% rise in circulation revenues. The newspaper now has 668,000 digital subscribers.
Last month, the Times announced that it had been subjected to cyber attacks from Chinese hackers who attempted to gain information regarding the newspaper’s investigation of a prominent Chinese official’s family fortune.
Shares of the New York Times slipped fractionally in Monday morning trading.