BtoB

No. 9 The New York Times

By Published on .

Most Popular
The New York Times has taken several lumps in the past few years because of the controversies surrounding Jayson Blair and Judith Miller. Still, the "paper of record" has been able to maintain its reputation as one of the most effective media vehicles for b-to-b marketers, providing readers and advertisers alike with comprehensive national and international news coverage.

The Times has pumped up its business coverage. The business section was redesigned last May and is now arranged thematically. Sunday focuses on economics and the executive suite; Monday on media/ marketing and technology; Tuesday on international business and business travel; Wednesday on commercial real estate; Thursday on small business; Friday on Wall Street; and Saturday on personal business.

"We provide unparalleled coverage not only of specific industries that any given b-to-b marketer is interested in reaching but also the global socioeconomic environment," said Denise Warren, senior VP-chief advertising officer of the New York Times Media Group, which includes The New York Times, NYTimes.com, International Herald Tribune , IHT.com and WQXR Radio.

"Any executive worth his salt needs to understand not only their particular industry but the issues of the world around them and how the issues can ultimately impact their industry and the decisions they're making."

The Times' audience holds great appeal for b-to-b marketers. According to a 2004-2005 U.S. Opinion Leaders study by Erdos & Morgan, the Times' weekday edition had the largest opinion leader audience (64%), followed by The Wall Street Journal (62%) and USA Today (54%).

In an effort to boost its cross-selling efforts, the Times in January started to combine its print and online ad sales. The Times and NYTimes.com have a combined audience of 16 million, Warren said. With more cross-selling, it's betting it can boost media spend on its print product.

In this article: