David Rubin: THE TRUTH TELLER

By Jerde, Sara | ADWEEK, November 4, 2019 | Go to article overview

David Rubin: THE TRUTH TELLER


Jerde, Sara, ADWEEK


These are challenging times for publishers. Competition for ad dollars is fiercer than ever, the term "fake news" has become part of everyday conversation and the president of the United States continues to criticize leading newspapers, like The New York Times, on a near-daily basis. In response, David Rubin, the Times' CMO, has countered with a widespread series of marketing campaigns underscoring the importance of quality journalism and highlighting the cost that its own reporters pay to tell those stories. Not only have these campaigns--which all carry the rubric "The Truth Is..."--increased brand awareness, but the Times' subscriptions have now reached 4.7 million and the publisher predicts 10 million total subscriptions by 2025.

Just the facts

When Rubin, who joined the Times in February 2016, launched the "Truth" series in 2017, it was the publisher's first big brand-marketing campaign. Created via a partnership with agency Droga5 and debuting on the Oscars telecast, "The Truth Is Hard" spotlighted the incredible effort that goes into producing serious journalism.

That campaign evolved the following year at the Golden Globes, with a spot called "The Truth Has a Voice," which acknowledged the #MeToo movement with a series of words that printed "he said," followed by "she said." The most recent spots in the series, "The Truth Is Worth It," were first released in October 2018 and went even deeper, giving a behind-the-scenes look at the Times' journalistic process--showing reporters at the front lines of combat, locked in phone battles with sources or holed up with pages and pages of paperwork as they researched a big story. …

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