Luxury car brand hopes to gain the 'thought leader' demographic in its waiving of paywall.

Many frequent readers have received emails from the Ford luxury-car brand Lincoln, offering to waive the newly introduced paywall to content for the remainder of 2011. Business Insider explains the supposed strategy behind the move:

The NYT gets its access fee without losing readers and Lincoln gets to target a specific demographic … and brand itself as a responsible company interested in news. Win-win-win.

The agreement waives (through the rest of 2011) a $15–35/month fee that readers will have to pay in order to read more than 20 articles on the site, beginning March 28. It also grants access to NYTimes smartphone apps that will be behind the paywall as of March 28. The text of the email sent to frequent viewers reads:

This content is available for Basic Members.
Already a member, log in