New York—The New York Times Monday kicked off a branding campaign, titled “These Times Demand The Times,” that focuses on the journalism produced by Times reporters in print and online.
The campaign launch coincides with the new fall TV season. TV spots will illustrate how news is reported, beginning with the finished paper in the reader’s hands and working backward to the reporter on the ground.
Commercials are running on “20/20,” “Good Morning America,” “Nightline” and “Today,” and during season premieres of “Boston Legal,” “Grey’s Anatomy,” “Law and Order,” “Lost” and “The Office.”
Sixty-second radio spots will air on local radio. There will also be online banners posted at NYTimes.com, IHT.com and About.com. The campaign will get ample play in the trades, including a four-page consecutive insertion in the Sept. 25 issue of Advertising Age. (Advertising Age, like BtoB, is published by Crain Communications Inc.)