Nieman Foundation at Harvard
HOME
          
LATEST STORY
Slate, now 20 years old, reflects on the value of taking the long view and not chasing digital media trends
ABOUT                    SUBSCRIBE
Sept. 29, 2014, 2:26 p.m.
Business Models

Capital New York give us a look at The New York Times’ native advertising business in a profile of Meredith Kopit Levien, its executive vice president for advertising, and it appears to be growing. Since launching earlier this year, it’s struck deals with 32 different brands — from Netflix to Thomson Reuters — to create ads that cost from $25,000 to more than $200,000 just to create.

And the Times’ in-house content studio, T Brand Studio, is up to a staff of 16 — up from nine when my colleague Justin Ellis wrote about the Times’ approach native advertising in June.

The build up of the Times’ native advertising capacity is part of a larger overhaul of its advertising department that began when Levien took over as the executive vice president for advertising in July 2013. She’s replaced about one-third of the current staff with new hires, bringing on more than 80 staffers. Of those who left, about half were offered buyouts or early retirement, “a move that some interpreted as a way of nudging older employees out the door,” Capital writes.

Print continues to generate most of the Times’ advertising revenue, but with its continued emphasis on native and digital advertising, especially video, Levian said she’s optimistic: “We’re certainly not going to put up a victory banner yet, but we are beginning to find our way into what feels like a sustainable path toward growing the digital business.”

Show tags Show comments / Leave a comment
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
Slate, now 20 years old, reflects on the value of taking the long view and not chasing digital media trends
“One of the things you’ve seen across the marketplace for the last five years is a lot of companies are chasing the same kind of traffic from the same social distribution mechanisms…It’s not a recipe for producing a distinctive media brand.”
How the new director of Philly’s Institute for Journalism in New Media is approaching his job
Longtime media consultant Jim Friedlich discusses his vision for a sustainable metro newspaper.
A new audio startup focuses on tailoring a playlist of short form stories that fit into a listener’s day
60dB, named for the volume at which a human speaks and founded by a former Planet Money reporter and two others with backgrounds at Netflix, is being teased as a “service for high-quality, short-form stories.”