The New York Times joins IFTTT to provide users with targeted alerts

The New York Times has joined up with IFTTT.com (If This, Then That) to let you choose to receive an SMS every time a new movie review is published, or to send the latest business news to your Instagram, Pocket, or Readability account.

IFTTT announced Monday that it added an official New York Times channel to its service.

The Times is just the third news organization to make its content available via IFTTT following Buzz Feed and ESPN. You don’t need a Times subscription to get the newspaper’s content delivered to you using IFTTT. However, the Times didn’t specify if IFTTT use will count against the monthly 10-article limit for non-subscribers.

If this, then what?

The New York Times joins the If This, Then That movement.

The best way to think of IFTTT is as an automated digital personal assistant. IFTTT takes actions for you based on the simple statement, “if this, then that” that are built into what IFTTT calls recipes. If you want to know when it’s going to rain, for example, you could create a recipe that says “ if the forecast calls for precipitation, then send me an SMS.”

It may sound a little complicated at first, but cooking up an IFTTT recipe is dead easy. Recipes are made using channels, such as The New York Times channel, that offer a number of pre-set actions you can use. The Times channel offers six different possibilities, all of which take up the “If this” part of the “if this, then that” statement.

The New York Times IFTTT channel offers six ways to find articles from its site.

Football fans could use IFTTT to get an email whenever the Times publishes an article with the search term “New York Jets” in it. Other triggers include new articles in a specific section, any new article that is popular on NYTimes.com, new critics’ pick movie reviews, a new book appears on the Times’ Best Sellers list, or new entertainment listings for New York City.

If you don’t want to create your own recipes, the Times has already created six IFTTT recipes to send new hardcover nonfiction best sellers to Evernote or get the Week In Review sent to your inbox.

The Times may be the first of more big channels headed to IFTTT. Company CEO Linden Tibbets recently told The Verge IFTTT is “about to kick off what's really going to be fast and frenzied channel building.”

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