Even the best players in the increasingly complex world of mass media news must innovate or die, and no one knows this better than Hannah Yang, Chief Growth and Customer Officer at The New York Times. A lawyer by training, Yang is in a unique business position where she is responsible for navigating enormous market headwinds while growing the subscription base amidst ever-increasing competition.
Never before has there been more dangerously unreliable information being blasted out on so many channels, reaching billions of people every day. This makes high-quality journalism harder than ever to get heard above the noise. In these turbulent times when traditional media brands fight for survival, The Times added 1.1 million net digital subscribers last year, ending 2024 with well over 11 million subscribers across print and digital. Already the most successful digital subscription news organization in the world, the paper aims to reach 15 million subscribers by the end of 2027.
Born in Korea, Yang was nine when her family immigrated to the US. A graduate of Harvard College and Harvard Law School, Yang started her career at the prestigious law firm of Simpson Thacher and Bartlett. But she found that a career in law didn’t suit her. She moved on to management consulting before landing at The Times, steadily gaining responsibilities over the past 15 years. Her ascent at what many consider the world’s most esteemed newspaper underscores her successful blending of innovation with a sharp understanding of the market dynamics and digital trends that shape today’s media.
Stylish and statuesque, Yang’s calm demeanor hides a warm, down-to-earth side that makes people feel immediately at ease. Her impressive career is characterized by the utmost professionalism, but at home she is just a mom whose kids keep her humble.
Hannah Yang introducing awardee Meredith Kopit Levien, the NYT CEO, at the Matrix Awards in 2024.
Here is our interview with Hannah Yang:
PL: What’s your go-to cocktail?
HY: Scotch with a splash of Sprite.
Describe your perfect summer getaway.
A peaceful weekend in upstate NY. We are actually heading up there this weekend.
What are your favorite Korean restaurants in New York?
Chodang House in Fort Lee, NJ. I also love the gye jang (marinated crab) at New Wonjo in Manhattan.
A spread of traditional Korean food at Chodang House in Fort Lee, NJ.
What are your favorite places in Seoul when you visit?
Insadong and other places that have Korean art and pottery.
What do you like to splurge on and what are you most frugal about?
I tend to splurge on shoes. I’ve recently gotten into Gianvito Rossi.
I’m frugal with food. I never throw away leftovers.
What’s something that people would be surprised to find out about you?
I’m a softie at home. The kids walk all over me.
What’s your favorite recent Korean drama or movie?
“Our Blues” was excellent.
The cast of “Our Blues”, Netflix.
What makes you excited to get up in the morning these days?
I love my job. I’ve loved being at the NY Times.
Spelling Bee or Wordle?
The Times is the most successful digital subscription news organization in the world, and you are in charge of growth. Can you share some of the critical things that help you stay on top?
We are deeply dedicated to and inspired by our journalistic mission: pursuing the truth wherever it may lead, directing readers’ attention to things that matter, quality, and independence. This has motivated me and my teams to work hard and keep innovating.
My job is to determine what the team should prioritize because there are a million options. It’s important to focus on the big bets and execute.
Have Games such as Spelling Bee helped your business or is it just for fun?
Our Games have been a major source of growth for us. They have brought in new audiences and keep our subscribers more engaged.
In a world where people believe in alternate facts, how can we recognize real journalism?
Trusted brands are more important during these times. Human-created and edited journalism that is verified. More people are finding their way to the right source.
What are some strategies you use to bring out the best in your team?
A mix of positive reinforcement and constructive feedback in real-time.
Favorite book?
“Pachinko” by Min Jin Lee.
What mistakes did you make that helped you in your career?
Sometimes I push too hard and expect too much. I’ve been lucky to get constructive feedback in these moments, and each time, it has helped me figure out the right balance and become the type of leader I want to be.
What advice would you give your 25-year-old self?
Be patient. Life is long and unpredictable. Sit back and appreciate just how adorable your boys are while they are young. Because when they become teenagers, they won’t want to cuddle with you anymore.
Hannah Yang at the Gold Gala, LA, 2024.
