The New York Times has started advertising digitally on sites such as New York Magazine, Gizmodo and Bloomberg in their most recent push to attract more readers to their digital subscriptions. The Times has been using video ads on sites that line up with specific topics (politics, invention, creativity and relationships).
Laura Langdon, VP of marketing for the Times said to Poynter, “we really wanted to speak to people more in-depth about the value of The New York Times and the richness of the content in it.”
The Times hired voice-over artists and a company to create original music for the ads, which according to Poynter, adds energy to the videos without losing focus on the message. Nat Whitten, script-writer for the ads, said, “In the videos, we’re not lecturing to you, we’re opening a lens.”