The New York Times: The Truth Is Hard

The New York Times (NYT), a news publication, increased subscriptions in the US by launching a campaign that showcased its commitment to truthful reporting.

Advertiser: New York TimesBrand: New York TimesAgency: Droga5Country: United States


A storied institution on the mend after years of disruption

For years, The New York Times's business model had been under threat, with declining ad revenues in a world where so many other sources of free news were at consumers' fingertips. The Times was not alone in this; the newspaper category as a whole had been struggling to keep up with rapidly changing media consumption habits.1

By the third quarter of 2016, the tide had started to turn. A grueling election...

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