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Often people aren’t engaged in stories because they haven’t had the right context.”Non-subscribers visiting now get a score, based on dozens of signals, that indicates how likely they’ll be to subscribe.

On the other hand, white men responded to black women 8.5% of the time—less often than for white, Latino, or Asian women.That archival content has become a particularly powerful asset for Well, which regularly looks to its old content to provide info and context on new developments.Each Tuesday, for example, the Well team sends out a special newsletter focused on a big, newsy topic — Zika, the back-to-school season — which it digs into by pulling in related, often evergreen content from the past.“People wanted a single place that they could go to and learn a lot of information, and the guides are all about serving that need.” This productized news-you-can-use thinking isn’t all new to Well; back in 2009, we wrote about an interactive marathon training application called Run Well that told readers when and how long to run in the weeks leading up to a race.But this wave of projects are products of a process that started when the Times pulled Well into NYT Beta, a cross-disciplinary division that includes staffers across engineering, editorial, design, and marketing.In general, men responded to women about three times as often as women responded to men. All men except Asians preferred Asian women, while all except black women preferred white men.

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