The New York Times Crossword gets its own campaign

Out-of-home ads follow other efforts for Food section, The Daily podcast

Published On
Feb 19, 2019

Editor's Pick

The New York Times has gone full-force with its marketing, evident in the ongoing “Truth is Hard" campaign from Droga5 that debuted during the Oscars in 2017 and that continues to dig into the arduous reporting of its journalists. While those ads roll on, the publication has branched out into promoting its various other properties--including, as of today, its iconic crossword puzzle.

In Seattle and Boston, the paper has debuted an out-of-home effort for the Crossword centered on the line “Wordplay, every day.” It depicts whimsical illustrated grids along with copy suggesting when readers can take time out to play the crossword (while waiting for a date, as your coffee cools).

The campaign encourages viewers to download the crossword app and drops just as New York Times crossword subscriptions have reached upwards of 400,000. According to the Times, each month about 1.6 million players play the Crossword’s mini puzzle digitally each month--that’s a 50% jump over the past three years. For those who prefer the hardcopy, the mini puzzle can be found on page A3 of the New York Times print each weekday.

Along with the Crossword campaign, the Times previously debuted pushes for The Daily podcast and, more recently, for New York Times Cooking (below).