Advertiser: New York Times
Brand: New York Times
Agency: Droga5
Country: 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 year had resulted in audiences craving news coverage, putting a much needed spotlight on journalism and reporting.

But with this attention came a new, unforeseen challenge.

Journalistic integrity comes under attack

In a divisive election year, unverified and often inaccurate information had run rampant, leaving audiences distrustful of the news media like never before.2 This was compounded by a new commander-in-chief who was coining terms like "fake news" and encouraging citizens to doubt the authenticity of the mainstream media and the "failing New York Times."