April 2010

The New York Times Brand

Trust, Credibility and Integrity

• The New York Times is part of the fabric of New York City; it has covered
and been part of the City’s institutions for nearly 160 years. New York is our
middle name.

• The true strength of The Times brand is the intimate relationship with our
loyal readers, who have come to rely on The Times as a trusted source of
news.
Our Readers:
Advertisers Covet
• Unmatched audience - The New York Times has a combined audience of
19 million readers in print and online.

• Concentrated wealth - The New York Times in print delivers an

outstanding household net worth of almost $800 billion in the New York
DMA alone.

• Business professionals - The New York Times has a weekday print

readership of 827,000 among business professionals in the New York DMA.

• New York readers - The New York Times has a weekday paid print
circulation of 428,000 in the New York DMA.
Our Readers:
Loyal, Engaged, Female
Our readers vote every day to access our content in print and
online. New York Times readers are:
• Loyal – Core New York Times newspaper subscriptions of 2+ years are
more than 820,000, up from 650,000 in 2000. Of those core subscribers,
44% are in New York.

• Engaged - Our readers spend an average of 46 minutes with the weekday

New York Times and 70 minutes reading the Sunday New York Times.
Online, readers spend an average of almost 15 minutes per month reading
NYTimes.com.

• Female - The New York Times delivers an audience of 1.28 million affluent
women. The Times has weekday print readership of more than 800,000
among women in the New York market.
Our Readers:
Affluent, Influential
• Affluent - On weekdays, The New York Times newspaper reaches more
than 900,000 affluent adults in the New York market.

Median household income for a reader of the Sunday New York Times is
$118,471, and median income for an individual reader of the Sunday Times
is $64,960.

• Influential - The New York Times weekday edition ranks #1 of 129 U.S.
print, cable and broadcast media, reaching 61% of all U.S. opinion leaders.
Advertising Reach: Definitive,
Diverse, Dominant
• The New York Times remains the definitive vehicle in the New York
marketplace for advertisers to reach a diverse audience of affluent and
influential readers.

• The Times has 49% print share among the three national newspapers.

• Across key measures for advertising effectiveness, NYTimes.com scores

above industry averages – readers remember New York Times ads, and
are more likely to consider buying products advertised on the site.

• The New York Times dominates the luxury advertising market with lush,
brand-appropriate retail and luxury editorial environments like T: The New
York Times Style Magazine, and the Style, Travel and Home sections that
appeal equally to advertisers and our audience of readers – world travelers,
discriminating shoppers and design aficionados that cannot be reached in
any other newspaper.
Advertising Reach:
Delivers Value
• The New York Times delivers an exceptional audience for retail goods
advertisers. In the New York market, New York Times readers spend $3.2
billion on apparel and accessories; $698 million on jewelry; and $373
million on fragrance, cosmetics and skin care products.

• Live entertainment advertisers find great value in New York Times readers,
who attend live entertainment events on average four times/year for
Broadway plays and classical music, and three or more times/year for
Broadway musicals, music/dance performances and opera.

• Our book advertisers constantly tell us that nothing raises awareness like a
New York Times review, and oftentimes a book will move up the bestsellers
list because of a front page review. And New York Times readers are
voracious readers, purchasing almost 56 million books in 2008 alone.

• Advertisers know if they need to reach these and many other key
demographics, no other publication can move products or launch brands
more effectively than The New York Times.
Editorial Strength
• The New York Times is widely quoted, and often hotly debated. It is held by
its readers to the highest of standards and continues to be regarded by
many as the nation’s pre-eminent newspaper.

• The Times has earned 104 Pulitzer Prizes, far more than any other
newspaper, and its global news staff covers the wide range of our readers’
interests: from world, national and New York issues to business, culture,
science, religion, style, food, health and homes.

• The New York Times drives conversations. As an April 15 post on

NYTimes.com’s Open blog noted, every four seconds, a link to a New
York Times story is posted to Twitter.
Investment in Reporting
• The New York Times has approximately 1,150 news department staff,
more than any other newspaper.

• Foreign news bureaus: 26, including a United Nations bureau based in

New York City. The New York Times has bureaus on five continents
including Africa, where The New York Times has maintained a bureau since
around 1950.

• New York region bureaus: 10, including Albany and Trenton Capitol
bureaus.

• National news bureaus: 11, plus two additional bureaus planned in

Phoenix and Kansas City, Mo.
Editorial Strength:
Business
Dominating Business Awards
• New York Times Business editor Larry Ingrassia, formerly with The Wall
Street Journal, has led a major reinvention of The Times’s business
coverage. Since Mr. Ingrassia joined The New York Times in 2004, the
Business desk has earned more than 60 awards.

• This year The Times was honored with an impressive 13 awards from the
Society of American Business Editors & Writers (SABEW), including the
“General Excellence” category for the business section overall and the Web
business report on NYTimes.com. In 2009, The Times brought home an
equally impressive 11 SABEW awards.

• In 2009, Mr. Ingrassia was honored with the Gerald Loeb Awards’ Lawrence
Minard Editor Award for best Business and Financial Editor of the year, and
The Times earned three additional Loeb Awards for business writing.
Editorial Strength:
Business
Business Journalism that Makes an Impact
• Gretchen Morgenson’s fierce reporting broke the news in December 2009
that Goldman Sachs had been accused of fraud. In April 2010 she again
broke news of the civil lawsuit being brought against Goldman by the SEC.
• Andrew Ross Sorkin continues to break news of major mergers and
acquisitions in the pages of The Times. Mr. Sorkin has won a Gerald Loeb
Award, a SABEW award, and was named a young global leader by the
World Economic Forum.
• David Leonhardt was a Pulitzer finalist and winner of a SABEW award for
his commentary on the complexities of health care legislation and how it
would affect millions of Americans.
• Matt Richtel’s “Distracted Driving” series, winner of a 2010 Pulitzer Prize,
revealed that drivers on cell phones are killing more people every year than
have died fighting in the U.S. Armed Forces in Afghanistan and Iraq over
the last four years. President Obama banned government employees from
texting behind the wheel and numerous companies did the same.
Editorial Strength:
New York
Breaking Important Local News
• The New York Times has broken major New York news stories in recent
years including scandals related to former Gov. Eliot Spitzer and current
Gov. David Paterson, and former Congressman Harold Ford’s plans to run
for (and his subsequent decision to drop out of) the race for U.S. Senate.
Delivering Compelling Features for a Local Audience
• The Sunday Metropolitan section is an homage to New York, with narrative
profiles, reported essays and innovative storytelling about New York and its
suburbs, along with pages of restaurant, art and theater reviews, and local
cultural listings geared individually to New Jersey, Connecticut, Westchester
and Long Island readers.
• City Room, the New York-centric blog on NYTimes.com, offers up-to-the-
minute news in the region, even as stories are being developed.
• In 2009 NYTimes.com produced a multimedia series that became one of
the most popular features on NYTimes.com, called “1 in 8 Million.” Every
week, an ordinary New Yorker was interviewed and photographed – from
rookie detective to mayoral maid to urban taxidermist – giving insight into
just a few of the characters that call New York home.
Editorial Strength:
Culture
The Leader in Cultural Reporting
• The New York Times delivers the reviews and criticism that matter most.
Arts and Entertainment Coverage that Readers Value
• New York Times food reviews are an integral part of the city’s food scene.
Restauranteurs know that a positive New York Times review can mean a
successful opening and a packed restaurant.
• Theater has been a New York Times beat for over a century. So it’s no
surprise that The Times is the review that matters most to theatergoers
and productions, who rely on The Times as a valuable source of information
on live performances.
• The New York Times Book Review, published since 1896, is one of the
most influential and widely read book review publications. The Times Book
Review is so popular it is also sold as a standalone subscription product.
• New York Times movie critic A.O. Scott is a reader favorite for his style of
criticism which according to the 2010 Pulitzer Prize committee (for which he
was a finalist) addresses “a wide spectrum of movies and often explores
their connection to larger issues in society or the arts.”
Editorial Strength:
Style
A Selective Perspective on a Very Stylish World
• Style is at the heart of New York City’s identity. As the preeminent
newspaper in this great city, The New York Times is committed to covering
fashion and design, with content and commentary in a variety of platforms
to keep the most stylish readers informed and entertained.
The World of Fashion Delivered Daily
• For more than five years, T: The New York Times Style Magazine has
offered a glossy view of the latest trends, places and faces in style, design,
beauty and travel. Online, T Magazine offers striking photography, video
and written content in a sleek environment, with daily content and
commentary on The Moment blog.
• On the Street, photographer Bill Cunningham’s beloved weekly Sunday
Styles feature chronicles the emergence and evolution of new trends from
photographs on the streets and major cultural events in New York and
Paris. A fashion legend in New York circles, Mr. Cunningham was the
subject of a 2010 documentary about his passion and reputation for
capturing fashion trends.
• Each season The New York Times delivers comprehensive coverage of key
runway shows from New York, London, Milan and Paris, with online
interactive features straight from the runway and behind the scenes.
Editorial Strength:
Sports
Sports Coverage for New York and Beyond
• The New York Times is the only national newspaper to deliver sports
content seven days a week with a stand-alone sports section Sunday and
Monday. The section focuses not only on New York teams and events but
also delivers full reports and compelling columns on all the big games, big
issues and big personalities nationwide and around the world. Daily.
Beyond the Scores: Reporting and Analysis
• Alan Schwarz won a George Polk Award for his influential series on the
long-term dangers of concussions and the National Football League’s
handling of such brain injuries. The series led the N.F.L. to adopt sweeping
new rules, and an NCAA panel recommended that all its sports adopt the
new rules for dealing with concussions.
• In 2009, Michael Schmidt and The New York Times broke the incredible
news that Sammy Sosa, David Ortiz and Manny Ramirez were on the
infamous 2003 list of players that tested positive for performance enhancing
drugs.
• NYTimes.com hosts year-round breaking news and innovative interactive
features on major sporting events from the NCAA basketball tournament to
the Olympics.
Quality Content, Coveted
Readers and Advertising
Strength:
A Winning Combination