The new newspaper marketing? Selling the power of solid, well researched and hard to do investigative reporting.
Indeed, we know from newspapers that succeed with paid content strategies that good investigative journalism ranks high up there with the audience. Sort of, if my newspaper can invest in providing me with in depth journalism, I can invest in the newspaper. A win win situation.
That seems to be the spirit of The New York Times’ latest advertising, a campaign titled ‘The truth is worth it’. The ad specifically targets two two deeply researched NYT stories—one about the number of children separated from their families at the border and the other about the Trump family’s tax schemes—and how they were reported. In a sense, the ads can be good to show journalism students who need to know the work that goes into a full investigative report, complete with a glimpse of the reporting process, and narrations from reporters who did the work.
Here is the new ad:
Follow the story of President Trump’s inheritance from his father here:
https://www.nytimes.com/subscription/multiproduct/lp8L4TR.html
This is the second time that the Times turns to its strong journalistic chops for marketing purposes. In 2017, the Times unveiled its The Truth is Hard campaign, shown here:
Read all about it
In Gritty New Ads, The New York Times Details the Slow Burn Behind Its Investigative Journalism
TheMarioBlog post #2938