The business on their side used to be very simple – identify and target a group of people based on the group characteristics, write stories that would interest that group and sell advertising next to the stories. This model doesn`t work that well anymore pushing publisher to find better ways to make money. On the advertiser side it opens possibilities that never existed with traditional media. You ask how? Well... we can tell you the story from our, media representatives’ perspective.
One of the best examples of the diversified and modern approach can be found with The New York Times.
Think about a newspaper that had been nicknamed the ‘Old Gray Lady’ because she has published continuously in New York since 1851 and was one of the last newspapers to adopt color photography. Think about how The New York Times Company has transitioned and continues to transition from an enterprise that operated primarily in print (note that the newspaper remains both the largest local metropolitan newspaper in the U.S. as well as the third largest U.S. newspaper overall) to one that is increasingly multi-platform.
In response to the fact that readers are changing the way they consume news, the New York Times Company is dedicated to delivering news, information and entertainment wherever and whenever the audience want to access. Whether browsing through the newspaper, checking content on their desktop, laptop, iPad or Smart Phone or any internet accessible device, readers have access 24/7 in the format of their choice.
What does it mean for advertisers? It is an opportunity to reach their target audiences in different ways across the various touch points. Cumulative touch points serve as the foundation of the advertiser relationship with the brand.
What makes New York Times so appealing to advertisers for cross-platform campaigns? They are leaders in innovation! The New York Times Company is committed to developing innovative new products and delivering high-quality journalism to readers whenever and on whatever device they prefer. Underpinning the digital growth strategy is the NYTimes Research & Development Group, the first in the industry. The R&D Group helps the corporation anticipate consumer preferences and devise ways of satisfying them and the group assists in product development across the Company. Those are the puzzle pieces that once assembled give advertisers a competitive edge in their campaigns over other companies who are lagging behind in innovations.
As new technology emerges, publishers will continue to be challenged to create effective cross platform opportunities that are conducive to achieving media synergies.
Stay tuned!
You are welcome to leave your questions or comments in this blog, or write me an email: cynthia.jollymore@publicitas.com ; sasha.pyshkov@publicitascanada.com
One of the best examples of the diversified and modern approach can be found with The New York Times.
Think about a newspaper that had been nicknamed the ‘Old Gray Lady’ because she has published continuously in New York since 1851 and was one of the last newspapers to adopt color photography. Think about how The New York Times Company has transitioned and continues to transition from an enterprise that operated primarily in print (note that the newspaper remains both the largest local metropolitan newspaper in the U.S. as well as the third largest U.S. newspaper overall) to one that is increasingly multi-platform.
The New York Times Readership Base
In response to the fact that readers are changing the way they consume news, the New York Times Company is dedicated to delivering news, information and entertainment wherever and whenever the audience want to access. Whether browsing through the newspaper, checking content on their desktop, laptop, iPad or Smart Phone or any internet accessible device, readers have access 24/7 in the format of their choice.
What does it mean for advertisers? It is an opportunity to reach their target audiences in different ways across the various touch points. Cumulative touch points serve as the foundation of the advertiser relationship with the brand.
The New York Times Audience (time based)
What makes New York Times so appealing to advertisers for cross-platform campaigns? They are leaders in innovation! The New York Times Company is committed to developing innovative new products and delivering high-quality journalism to readers whenever and on whatever device they prefer. Underpinning the digital growth strategy is the NYTimes Research & Development Group, the first in the industry. The R&D Group helps the corporation anticipate consumer preferences and devise ways of satisfying them and the group assists in product development across the Company. Those are the puzzle pieces that once assembled give advertisers a competitive edge in their campaigns over other companies who are lagging behind in innovations.
As new technology emerges, publishers will continue to be challenged to create effective cross platform opportunities that are conducive to achieving media synergies.
Stay tuned!
You are welcome to leave your questions or comments in this blog, or write me an email: cynthia.jollymore@publicitas.com ; sasha.pyshkov@publicitascanada.com
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