Advertising revenue at the NY Times continues to fall (more than 16%) while internet news revenue, including the news media group, rose less than 1%. Compounded by the Main Stream Media fall into politics over journalism The New York Times is in trouble.
In an effort to show The Times as not only a trustworthy, relevant, leader, but a multiplay brand that owns the influencial audience base. Amter was asked to create a trade campaign targeting high level media executives.
"To The Power Of The Times" showed the paper delivered the nations business leaders and distilled their ability to play across multi-platforms (newspaper, magazines and online). Running simultaneously online and in traditional media increased ad sales by 28% in a Global economic downturn and contemporized their dated persona. A targetd Social Media campaign included simple yet arresting typography animation treatments that spoke to specific sectors of the paper in their own language. The stark nature of a modern typewriter 'esk treatment reinforced the history of The Times while spiking interest to highly specifc audiences. A cost effective solution with over two dozen executions produced.
Top-line data for the campaign:
Optimized and vanity metrics:
Sales data was only tabulated for this campaign.
Sales impact:
28% increase in annual revenue.
