The New York Times to Launch Brand Campaign on the Search for Truth and the Importance of Independent
Journalism
The Times’s First Television Brand Campaign in a Decade Will Premiere During the Academy Awards
The New York Times today announced that it would launch a new brand campaign to underline the importance of facts and encourage the support of independent journalism.
The campaign includes national and local television, digital, social media, outdoor and print advertising. It will be broadcast
for the first time on television on Sunday, Feb. 26, including during the Academy Awards on ABC that evening. It’s the first
television advertising The Times has done since 2010 and its first brand-focused television ad in a decade.
The objective of the campaign’s central message, “The Truth is...Hard …Hard to find …Hard to know …More important now than
ever,” is to show that producing quality, independent journalism requires resources, commitment and expertise and that it’s
important that people support it. The campaign is in direct response to research administered by The Times that suggested that some
people are not fully aware of how Times journalism is created. Specifically, the research found that some people do not realize all
that goes into having reporters out in the field, in hard-to-reach places, covering complex topics.
Arthur Sulzberger, Jr., the publisher of The New York Times said, “At The Times, we have a 166-year history of an adherence to
the highest standards in journalism and a sense of mission that propels our approach to how we cover the world. We are committed to
properly resourced, tough-minded and independent journalism, delivered without fear or favor. In a world where there is so much
uncertainty about what is real and what is fake news, we remain steadfastly committed to a search for the truth.”
People who are interested in supporting independent journalism can do so by: subscribing to The Times; contributing to The Times’s sponsor a subscription program, which provides Times digital subscriptions to students and schools across the
U.S.; and sharing The Times’s work on social media.
About The New York Times Company
The New York Times Company is a global media organization dedicated to enhancing society by creating, collecting and
distributing high-quality news and information. The Company includes The New York Times, NYTimes.com and related properties. It is
known globally for excellence in its journalism, and innovation in its print and digital storytelling and its business model.
Follow news about the company at @NYTimesComm.
The New York Times Company
Linda Zebian
linda.zebian@nytimes.com
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