I find this interesting for several reasons:<p>1. They're not seeking equity. They're open to investing in a company, or becoming a customer. They say they're doing this as an experiment, and I believe them.<p>2. The NY Times is, I think, the most technology progressive entity of old media. I think their webpage is the best online newspaper (granted, that is America-centric). They consistently have excellent interactive visuals, their recent avalanche feature was amazing (<a href="http://news.ycombinator.com/item?id=4950054" rel="nofollow">http://news.ycombinator.com/item?id=4950054</a>), and their iPhone app is actually good.<p>3. Getting access to the experience and data at the NY Times could be enormously helpful for startups in media.<p>4. I actually pay for an NY Times subscription, so I'm hopeful that they'll end up doing something that will benefit them, and in turn, me as a reader.