While the New York Times has come out in full-force in its brand marketing with its celebrated “Truth Is Hard” campaign, it’s now extending its efforts to its popular “The Daily” podcast with targeted TV and out-of-home ads in three markets.

The goal is to introduce “The Daily” to a larger audience, “who are looking to make sense of all that’s going on in the world right now,” David Rubin, senior VP, audience and brand, at the New York Times said in a statement.

The effort will run on local TV and on billboards in Los Angeles, Portland, Oregon and Chicago, with messages like “this moment deserves to be understood.” The 15- and 30-second TV spots feature the voice of “The Daily” host Michael Barbaro. These commercial will also air on Hulu and YouTube.

The Times’s brand marketing team worked with creative agency Gretel on the campaign.

“The Daily,” which bowed in 2017, boasts five million monthly unique listeners, up about 500,000 since March. And it currently airs in more than 30 radio stations across the country.

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