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NYT VR Wants to Create Content That Lures Repeat Viewers

Nieman Labs talks to The New York Times’ head of VR, Sam Dolnick, about how the newspaper is tackling VR content (its latest offering is a tour of the planet Pluto).

“We don’t expect our VR app to be a daily habit in the way that the core app is. But we have found lots of ways to bring people back,” says Dolnick. “We send push alerts out when when we have new videos. We have email newsletters. We do homepage promotion. We do mobile and social promotion. We have lots of channels to reach people. We’re also excited to launch those episodic series this year. The idea is to do proper VR shows that have a through-line and episodic structure. We think that will go a long way toward bringing people back.”