Market Overview

The New York Times to Launch Brand Campaign on the Search for Truth and the Importance of Independent Journalism


The New York Times today announced that it would launch a new brand
to underline the importance of facts and encourage the
support of independent journalism.

The campaign includes national and local television, digital, social
media, outdoor and print advertising. It will be broadcast for the first
time on television on Sunday, Feb. 26, including during the Academy
Awards on ABC that evening. It's the first television advertising The
Times has done since 2010 and its first brand-focused television ad in a

The objective of the campaign's central message, "The Truth is...Hard
…Hard to find …Hard to know …More important now than ever," is to show
that producing quality, independent journalism requires resources,
commitment and expertise and that it's important that people support it.
The campaign is in direct response to research administered by The
Times that suggested that some people are not fully aware of how Times
journalism is created. Specifically, the research found that some people
do not realize all that goes into having reporters out in the field, in
hard-to-reach places, covering complex topics.

Arthur Sulzberger, Jr., the publisher of The New York Times said, "At
The Times, we have a 166-year history of an adherence to the highest
standards in journalism and a sense of mission that propels our approach
to how we cover the world. We are committed to properly resourced,
tough-minded and independent journalism, delivered without fear or
favor. In a world where there is so much uncertainty about what is real
and what is fake news, we remain steadfastly committed to a search for
the truth."

People who are interested in supporting independent journalism can do so
by: subscribing
to The Times; contributing to The Times's sponsor
a subscription program
, which provides Times digital subscriptions
to students and schools across the U.S.; and sharing The Times's work on
social media.

About The New York Times Company

The New York Times Company is a global media organization dedicated to
enhancing society by creating, collecting and distributing high-quality
news and information. The Company includes The New York Times, and related properties. It is known globally for excellence
in its journalism, and innovation in its print and digital storytelling
and its business model. Follow news about the company at @NYTimesComm.

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