Starting this Thursday, those who want to keep up with the times – specifically, The New York Times – will be able to do so on a whole new location – Flipboard (News - Alert). The move to Flipboard is part of a Times initiative called "NYT Everywhere," that looks to take the infamous newspaper off just a pile on the street and instead put it out where more users will be more likely to get in on it.

Naturally, those interested in getting The New York Times content on Flipboard will have to have a subscription to the paper first, but once users can authenticate their paying status, they'll have access to a wide variety of content. Available items will include articles, photo slideshows related to those articles, video supplements, and even regular blogs. For those who don't have a subscription, The Times will leave their Top News section free for all users to enjoy.

Flipboard, for its part, has been steadily expanding in terms of content offerings, not only bringing in new and high-profile content providers like The Times, but also expanding its own reach outward, bringing out not only its own Android (News - Alert) app, but also integrating with both YouTube and the Google+ social network.

The measure overall works well for both parties; Flipboard gets a big new name to work with and the accompanying shot of added credibility, as well as access to a market that might not have ordinarily come its way. The New York Times, in turn, gets a way to shore up its relevance as an organization, a potential way to migrate from expensive paper versions to much more cost-effective electronic matter, and has a way of offering up its content to a new market it may not have ordinarily had access to. Given that The Times is facing some troubles of its own from within, as employees find their benefits cut and jobs lost, the move may have been more one of survival instinct than of expansion.

With print media suffering losses with each passing year in terms of readers and money, it's not surprising to see major print media outlets like newspapers turn to electronic publishing. Readers are also heading to electronic sources for their always-on nature and ease of social connection. There may come a day when a print newspaper is a luxury good, and moves like these of The New York Times are simply leading the way.

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