Only 37 % of NYT readers access the paper from the home page. The rest are coming from search, social media etc. [0] While I see a possibility of converting the first segment (37 %) into subscription paying users, I am curious about what they are doing to convert the rest?

[0] (As of 2015) https://www.amazon.com/Innovators-Digital-News-RISJ-Challeng...