The New York Times Debuts New “Independence” Campaign Spotlighting the Integral Role of Journalism in Subscribers’ Lives
The New York Times has launched “Independent Journalism for an Independent Life,” a new brand marketing campaign spotlighting how Times journalism is inspiration for the unique lives of our readers. At a moment where people are seeking to explore their curiosities or expand their interests, we are shining a light on the power of independent journalism to make readers’ lives more fulfilling.
By celebrating the role The Times plays in inspiring and enriching readers’ lives, the campaign showcases the breadth of our journalism and reflects the uniqueness of those who subscribe to it. The campaign message is anchored in the shared value of independence — which is a hallmark of The Times’s approach to reporting every day, and the basis for the kind of lives our readers want to live.
Our ads feature Times subscribers, weaving their individual narratives with the headlines that best reflect their interests, painting a picture of who they are, how they think and how the stories they engage with inspire how they live. For Lianna, that looked like investigative reporting exposing the bias in big tech; for Vera, it was a podcast discussion about reclaiming your voice; and for Becky, it was an article helping her to understand exactly why Big Candy Is Angry.
Amy Weisenbach, senior vice president and head of marketing, The New York Times Company, said, “This campaign is built on the notion that our journalism isn’t singular, and neither are our readers — they are people whose relationship with The Times is incredibly rich and multifaceted. While many of our readers turn to us for our deep investigative reporting and political coverage, many also turn to us to read about culture, style, food, games and so much more. With this work, our hope is to show that there are several ways our readers connect with and engage with our journalism to inform their lives. The subscribers in this campaign depict that beautifully.”
The “Independence” campaign features TV, digital, print, out-of-home, social and audio spots, and will launch in February with planned extensions to come later this year.