Buying a copy of The New York Times now gets you digital access for that day

The New York Times is launching a new experiment; buy a physical copy of the paper from any newsstand, and you'll be gifted full, unbridled access to its website and the company's mobile apps for that same day. This marks the first time the Times is offering "day passes," as they're being called, and is meant to "provide newsstand customers with a similar benefit to that of home delivery subscribers."

It's also intended to showcase the worth of the Times' vast digital presence to people who've made reading the paper part of their daily routine. That said, it's not like the company is having trouble hooking online readers; earlier this year, the Times passed a significant milestone: 1 million digital-only subscribers. The process of redeeming a day pass is slightly convoluted, though. Within the Times you'll find a keyword. Text that keyword to a mobile shortcode, and a reply containing a link for digital access gets sent back.