I just got a long and complicated email from The New York Times about their new pay model for digital subscriptions. I think it’s a dumb model (more on that later, perhaps), but what immediately strikes me about it is how the people at the NYT think everything is about them.

Today marks a significant transition for The New York Times as we introduce digital subscriptions. It’s an important step that we hope you will see as an investment in The Times, …

What? Why do I want to invest in the NYT?

Will I get a dividend?

This reminds me of the signs I see on the D.C. metro encouraging people to use dollar coins. The “benefit” is that they last longer and save the country money.

Huh? What do I care about that? I care if it’s convenient to use, if it’s less of a load in my pocket, if vending machines take them, if I’ll mistake them for quarters, etc.

This is basic marketing stuff. When you’re trying to sell somebody, you tell them how your product benefits them, not some weird pitch about how you’re investing in their business or helping them to save money.

I can understand the Treasury Department getting that wrong. But for heaven’s sake, you’d think the NYT would have a better copywriter.