Magazine article Editor & Publisher

Going National in a Big Way

Magazine article Editor & Publisher

Going National in a Big Way

Article excerpt

Sinking $20 million into a major national advertising campaign, the New York Times is sending the message that the paper has gone national and that readers can"Expect the world."

The broadcast, radio, and print campaign was launched on Feb. 2 with three 30-second spots during CBS's "60 Minutes."

Created by Bozell Worldwide, the campaign plays with anagrams of words that are representative of the paper, explained Alyse Myers, vice president of promotions at the Times. For example, an ad may turn the word "creative" into "reactive," or "gateway" into "getaway."

The anagrams are a poignant way of conveying the fact that the paper offers readers in-depth insights and perspectives that others might miss.

Also, the ads' images -- of dramatic news events around the world -- really speak to the paper's readers.

The campaign is designed to be "smart, intelligent, and perceptive -- just like the paper and its readers," said Myers.

"We have a strong emotional bond with our readers. We want a campaign that speaks to that bond."

Myers said this is"absolutely the most money" the Times has spent on an ad campaign. But since the paper is developing its national readership, the "Expect the World" campaign is serving to help build the paper's brand.

Janet Robinson, Times president and general manager, in a prepared statement, called the Times "one of the most powerfull brands in the world."

"Our readers are affluent, intelligent, and sophisticated. They expect a lot from us -- they do expect the world.

"As we expand nationally, this new national image campaign is a major, long-range commitment to build our brand and ensure that the New York Times name remains synonymous with quality, intelligence, and trustworthiness."

And the "Expect the World" slogan itself has been trademarked by the paper.

The slogan is "a promise we make to our readers every day," remarked Myers. …

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