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NYT's Digital Ad Revenues Drop

NYT's Digital Ad Revenues Drop | Public Relations & Social Marketing Insight | Scoop.it
From www.mediapost.com - July 29, 2016 1:50 AM

Digital advertising, once touted as the savior of newspaper publishing, is proving to be yet another drag for many companies’ bottom lines.


The New York Times Co. announced that its digital ad revenues slipped again in the second quarter of the year, marking two consecutive quarters of year-over-year declines.


NYTCO reported that total digital ad revenues sank 6.8% to $45 million in the second quarter, which president and CEO Mark Thompson attributed to a drop in traditional Web display advertising, canceling out growth in newer digital ad categories including mobile and video.


The digital decline compounded print losses, down 14.1%, for a total ad revenue decline of 11.7%, to $131.2 million.


The ad declines were partially offset by continued growth in circulation revenues, due mainly to the success of NYTCO’s digital subscription strategy, with total circ revenues up 3% to $219.5 million....

Jeff Domansky's insight:

NYT's digital ad revenues dropped for the second quarter in a row . What's ahead?

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Native Adpocalypse! The NYT Sponsors an Upworthy-Style Listicle on Mashable

Native Adpocalypse! The NYT Sponsors an Upworthy-Style Listicle on Mashable | Public Relations & Social Marketing Insight | Scoop.it
From contently.com - September 22, 2014 10:35 AM

Those 11 inspiring videos are all original feel-good New York Times productions, and as Digiday’s Lucia Moses noted this morning, the ad is intended to drive subscription signups forThe Times, with a prominent call to action at the top of the piece imploring readers to “Get with The Times.


”While this may seem bizarre and a little too meta for this early in the morning, it’s actually a shrewd move by The Times to grow their audience. Clearly, they’ve identified Mashable readers as potential Times readers and subscribers, and as a result, they’ve come to them with a month-long campaign of branded posts._


The Times also punched up the titles of the individual videos for a Mashable audience. “Tattoo Artist Gives Breast Cancer Survivors Nipples and Hope” was originally titled “The Nipple Artist,” and “Can Your Grandma Pump Iron Like This?” was called “Shirley and the Bodybuilder.”...

Jeff Domansky's insight:

“11 Inspiring Videos That Will Restore Your Faith in Humanity” sounds like your standard Tuesday-morning Upworthy offering, but it’s actually a “BrandSpeak” post on Mashable paid for by The New York Times.


If you're having trouble following the bouncing ball and the marketing strategy here, I'm not surprised. It's actually fairly agile marketing by the New York Times, if a little bit out of the box. I look forward to learning if it works.

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