TimesLimited is No Groupon
The New York Times wants in on the daily deal business,
but in its own way.
TimesLimited, launched by the paper in late March, "is
dedicated to bringing its subscribers access to unique products and experiences." Nowhere
is there a mention of the deals typically played up by Groupon, LivingSocial
and others. While offers are for a limited time and involve limited quantities,
there are no numbers used to tell consumers how much they are saving.
on the site yesterday included a caviar party for four from Paramount Caviar
at a price of $460. The deal did not play up savings. In fact, there was no
mention on the page as to how much consumers would save by taking advantage
of the deal. Paramount Caviar, according to its website, is "a major
distributor of caviar" in the U.S. and has been awarded "two Gold
Medals for product consistency and quality" by Chefs in America.
to a report on the Advertising Age website, only one of the deals offered on
TimesLimited have sold out so far.
A spokesperson for the Times, told Ad Age, "I
can tell you that we are pleased with the performance of our initial offers
and the growing interest shown by advertisers."
- TimesLimited – The New York Times
- New York Times’ Groupon Clone: More Caviar Than Bikini Wax – Advertising
- About Us – Paramount Caviar
- Big players muscle in on the king of online coupons – New Zealand Herald News
Discussion Questions: Is there a market for daily deal sites that are focused more on the unique nature of the offers than the amount of savings involved? Will this approach ultimately do more to help retailers than those focused on discounts?