Analysis Of New York Times “Truth” Ad Campaign

Main idea of this commercial

The New York Times “Truth” campaign was delivered to consumers to help them understand that delivering high quality independent journalism requires commitment, expertise, knowledge, and time. The advertisement was made to allow consumers to see how important it is for people to support them and everything they put into ensuring they report real news. Reporters want consumers to value their work, their time, and their commitment to the paper.

What is the business problem they are trying to address

The New York Times would like to become a consumer subscription-first business. The publication has seen a decline in advertising revenues due to rumors and accusations of “fake news” directed at all media outlets. The New York Times addresses this problem by showing their consumers that they are a trusted source and are worth paying for in a time when the concept of truth is up for debate.

Who is the Brand intended to attract?

The New York Times are targeting all consumers who are interested in reading real news, as well as consumers who are receptive to their messaging.

What is their strategy to address the business problem?

The brand addressed their business problem by enforcing consumers to reevaluate the meaning of truth. Since consumers have been stating that news is fake, they decided to take an approach on what the word “truth” means to them. The New York Times shows that the truth has several meanings. Multiple clips from these advertisements show the length reporter’s go when uncovering the truth. They launched the first spot during the Oscars with millions of people watching. The clips allowed consumers to see what it is like first-hand by viewing real video footage, photos, and audio captured on the ground. Consumers were able to see natural disasters, war zones, and more – allowing them to understand that these reporters are there every day trying to make a difference. The New York Times boosted these clips whenever they were trending in the news cycle. Along with this, they delivered their advertisements to consumers who no longer had free articles to read for the month, inspiring their curiosity.

Is this communication in keeping with consumer expectations for the brand?

Yes, this communication is in keeping with consumer expectations for the brand. The New York Times stands for originality, community engagement, high quality reporting, and influential story telling. They are known for their quality journalism and this takes their journalism to a new level. With the advertisement’s success, the first quarter of 2017 had an influential impact on subscriber growth. In the second quarter The New York Time’s passed 2 million digital-only subscribers. This is a first for any news organization. Through this advertisement, they won the INMA Global Media Awards “Best in Show. ” The advertisement results have included: 648 articles and TV segments, generating 753 million impressions and over $7 million in earned-media value, as well as 20 million views across YouTube, Facebook, and Twitter. People want to see this footage, which is why it is so commonly shared across all social platforms.