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