The New York Times

New York Times - Digital Subscriber Poster, Print, & Direct Response
New York Times - Digital Subscriber Poster, Print, & Direct Response
New York Times - Digital Subscriber Poster, Print, & Direct Response
Branded Direct Response Television
Demonstration Direct Response Television
Charlie SheenParisContent-driven banners to generate trial and page views
Challenge:
The Times needs to begin charging for its web content 1) during a major recession 2) in an environment where the consumer has become accustomed to getting its digital offerings for free 3) with thousands of other sites offering news and opinion gratis on the web. 4) without alienating tnonsubscriber from still coming to its website, as page views are critical to the price it charges advertisers. “The Times is imperiled” declared Michael Wolff, who echoed the general sentiments of the media press in declaring the death knell of the “Gray Lady” before the launch.

The Work:
With a modest budget, we introduce this huge shift in strategy with our “Become a Digital Subscriber” campaign for nytimes.com, with a goal of 350,000 subscribers in the first year. TV, Digital, Online Preroll, Outdoor, Print, and DRTV were employed.

Media:
Digital, Online Preroll, Social Networks, Cable TV, Outdoor, Email, Direct Response TV.

Results:
In year one, The Times goes from 0 to 475,000 digital subscribers, exceeding goals by 35%. Print subscriptions hold steady. Michael Wolff hasn’t been heard from (on this issue) since.

Relative Case