Hyundai Card Partners with The New York Times... Collaboration Based on Data Science

NYT Subscription Service Available for $25 per Year... Utilization of Online and Offline Content

[Asia Economy Reporter Yu Je-hoon] Hyundai Card is partnering with the prominent American daily newspaper The New York Times (NYT) to collaborate based on data science.

On the 21st, Hyundai Card announced that it has formed a partnership with The New York Times to recommend the NYT's digital subscription service through its data science-based marketing and to plan joint content projects.

Under this partnership, Hyundai Card plans to use its AI-based personalized marketing platform, True North, to introduce The New York Times' digital subscription products to customers and offer them at special prices. When AI identifies customers likely to subscribe to The New York Times, Hyundai Card will send marketing messages (LMS) or recommend the service through content threads within the Hyundai Card app, conducting data science-based marketing.

The digital subscription products introduced by Hyundai Card include five types: The New York Times' 'News'; 'The Athletic,' a personalized sports journalism content subscription platform; 'Wirecutter,' a platform for new product reviews and recommendations; 'Cooking,' a recipe subscription platform showcasing food recipes and cooking guides from around the world; and 'Games,' which offers word and logic-based games.

The annual subscription fee for these products is $30, but Hyundai Card customers can enjoy them for $25 (approximately 33,500 KRW). Any member holding a Hyundai Card capable of overseas payments can benefit from this offer. To facilitate this, Hyundai Card and The New York Times will operate a subscription application page exclusively for Hyundai Card members.

Meanwhile, to commemorate the partnership with The New York Times, Hyundai Card will provide 1,000 premium card customers with a one-year free digital subscription to The New York Times. Eligible cards include The Red, The Green, The Pink, Korean Air Card The First, and Korean Air Card 150. A Hyundai Card official explained, "Our data science analysis shows that members using these credit cards are highly interested in The New York Times' subscription service."

Additionally, Hyundai Card plans to collaborate with The New York Times to combine the NYT’s accumulated online and offline content, including newspaper archives spanning over 170 years, with Hyundai Card’s content to communicate with the Korean public through various projects.

A Hyundai Card official stated, “Hyundai Card values analog content, operating branding spaces like the ‘Hyundai Card Library,’ while also investing heavily in digital fields such as data science, AI, and online platforms. Therefore, collaborating with The New York Times, recognized as a leader in digital journalism innovation starting from print media, holds great significance. We aim to break down the boundaries between corporations and media companies and pursue collaboration on multiple levels in the future.”