The number may seem small when compared with some other media categories. AOL Time Warner's CNNSI, for example, ran more than 54 million impressions in June, but much of the Times buy was targeted toward the local New York area, which, according to the Diameter unit of DoubleClick, forms the vast minority of the site's registrants. According to New York Times Digital spokeswoman Christine Mohan, the New York Times Co. unit is running a demographically targeted banner promoting its 11 email newsletters. The banner promotes ad columnist Stuart Elliott's "In Advertising" newsletter, but links to information on the other email products.
The Times is using online for a variety of different purposes, all hoping to "induce sampling and trial," Ms. Mohan said. It is also using banners to promote the Job Market classifieds section and, with partner CBS MarketWatch, partly owned by Viacom's CBS, tools that the two media properties made available in the business section of NYTimes.com. Those banners correspond with print ads that have run in the Times on three successive Mondays ending today.
It also is running house ads for the entire NYTimes.com site and for its mobile applications. Separately, the print edition is promoting its 150th anniversary online. The diversity of the advertising reflects the digital unit's ongoing efforts to exploit multiple revenue streams (see related story, P. 34). According to Times Digital CEO Martin Nisenholtz, the company is drawing revenue from four sources. Classified advertising accounts for 25%; online display advertising, 35%; syndication, which includes archive material sold to businesses and consumers, 35%; and the e-mail products, between 5% and 6%.
Boston Globe Electronic Publishing, which is owned by New York Times Digital and operates Boston.com, is also among the category's major advertisers. It served the 15th most ads among news sites in June, posting 1,196,000 impressions.