The New York Times Branded Experiences - FINAL Presentation by Javier Garcia for CCNY BIC Master's Program "Brand Experience" Class (Taught by Dee Salomon)

Prepared by: Javier Garcia
For: Dee Salomon
B2003, BIC @ CCNY Spring 2014
Metastory &
Brand Experiences
Prepared by Javier Garcia for Dee Salomon, B2003
BIC @ CCNY, Spring 2014
1

For: Dee Salomon
Protagonist
The New York Times is an authoritative source of news and
cultural reporting, with a 150+ year legacy, having won more
awards than any other news organization. As a globally recognized
and highly-regarded brand, the New York Times continues to
evolve; since its inception as a daily newspaper, The New York
Times has grown to become a news and cultural content source
spanning multiple platforms, dedicated to ensuring that its
participants are informed of “All the news that’s fit to print” –
be it in a newspaper, on the web, on a mobile device, or on any
other platform.
Participant
Participants of The New York Times brand are as diverse as the content
covered on all its platforms. Their participants are of all backgrounds,
range from ages 18-65+, are at least high school educated with college
educated participants composing the bulk of their audience, and are
most likely to be earning more than $30,000. These people have a
strong desire to remain informed on current events, politics, science, &
culture as it relates to the arts & entertainment. They know that they
can turn to The New York Times as a credible news source, but instead
are more likely to be found consuming news and culture on the web
from a range of sources. They are also less likely to be found watching
TV, as they prefer to spend their time reading articles on the web, or
watching streaming video in the form of Netflix or Youtube.
Stage
The stage on which the New York Times resides is one that
continues to evolve as quickly as the daily content on which it
continues to report. The New York Times finds itself within the rapid
pace of today’s digital and mobile communications platforms, which
continue to cannibalize newspaper readership, which was once the
core business of the brand. Engagement of other older media channels,
such as TV and radio, also continue to decline in favor of other digital
channels, such as streaming video services (Netflix, Youtube),
streaming music (Pandora, Spotify), or via social media and instant
messengers (Facebook, Twitter, etc.).
Quest
The New York Times is on a quest to continue its reporting of
daily events, culture and actionable knowledge by embracing
the preferred communications platforms of the present day.
In doing so, they can continue offering content that
empowers and enlightens its readers through factual,
accurate and carefully crafted editing so that they can
continue to be educated participants in every day society.
2

For: Dee Salomon
Metastory
The New York Times empowers its readers into educated players
who proactively take part in the content-shaping process.
We offer unparalleled news reporting and journalistic integrity
that shape people’s everyday choices and
influence the socio-political and culture climate worldwide.
3

For: Dee Salomon
Strategic Recommendation
To empower its participants to be educated proactive players
in the content-shaping process, The New York Times should
build and embrace digital content and platforms to evolve
and redefine what people expect from a
New York Times branded experience.
4

For: Dee Salomon
Brand Experience Recommendations
Channels
Physical
• The New York Times: Metro Edition
Digital
• The New York Times Presents: A Netflix Original Series
Revenue Exchange Between The New York Times & Participants
• The New York Times T-Book
5

For: Dee Salomon
Physical Experience: The New York Times: Metro Edition
The Concept
• The New York Times should sponsor the
system-wide modernization of the New York City
Subway System by funding the costs to replace
select in-car subway print billboards with
wirelessly connected, high quality digital screens.
• These screens would be wirelessly connected to
the web to be fed in content at
pre-determined locations.
• Designs and content would be thoughtfully
developed to incorporate local, national and
global news, events and advertising, and would
account for ride length and formatting needs.
6

For: Dee Salomon
Photo Credit: Devin Smith – via http://bygonebureau.com/
The Opportunity
• Captive, repeat rider audience in the busiest transit
system in the U.S; 7th busiest transit system in the
world. *
• New Yorkers face some of the longest work
commute times in the country, at an average of
approx. 45 minutes to/from work. This average
ridership adds up to at least 90 minutes a day,
7.5 hours per work week, 390 hours a year. **
• Approximately 11 million riders weekly,
1.7 billion rides served in 2013 *
• 6,325 train cars actively traveling the MTA’s more
than 660 miles of passenger servicing track *
7
Source:
* http://web.mta.info/nyct/facts/ffsubway.htm
** www.nydailynews.com/new-york/new-yorkers-havelongest-commute-times-article-1.1426047

For: Dee Salomon
Brand Perception/Impact Results & KPIs
• Empower subway riders of the “capital of the world” with the
knowledge they need to take on their day, and to better engage with
the world that surrounds them
• Shape perception of The New York Times as an innovative,
cross-channel content source and platform dedicated to informing
and serving the public
• High engagement – working New Yorkers are likely to take the
subway to work 5x a week, resulting in repeat readers who we
hope will look forward to our content
• Impact rider behavior by inspiring organic conversation in a
typically anti-social environment. Work/rush hour commuters tend
to ride in silence or with minimal conversation. Any uptick in
conversation within these situations can strongly be attributed to
The New York Times: Metro Edition.
Financial Results & KPIs
• Drive local and large advertiser revenue – attract
additional ad revenue from existing and new brands by offering a
new, highly capable advertising platform. Measure post-installation
buyer adoption with pricing to ensure prompt ROI & profit
• Drive subscriptions to The New York Times by advertising
discounted subway reader rates accessible on trackable links, such
as http://nytimes.com/MetroSub
• Opportunity to expand program into other major metropolitan
areas based on the success of NY launch. 8
Photo Credit: Deshaun A. Craddock – http://deshaunic.us

For: Dee Salomon
Channels
Physical
Digital
9

For: Dee Salomon
Digital Experience: The New York Times Presents: A Netflix Original Series
The Concept
• The New York Times translates its highly acclaimed analysis,
vision and reporting into branded, mid to long form video
content exclusively for Netflix.
• Content would deemphasize timeliness in favor of insightful
storytelling, comprehensive analysis, compelling interviews,
and fact-checking to ensure content longevity
The Execution
• The series should be provocative, highly insightful and
conversation provoking on a variety of different topics.
• A potential long episode could be written around the
importance of graffiti and in rap and hip-hop culture
that defined the 1980s and 1990s. Another could be an
extended overview and analysis on the US
government’s attitude towards drugs, from the initial
demonization during the early 20th century, to as recent
as states legalization of marijuana.
• Content would HEAVILY utilize existing assets from The
New York Times massive library of articles, quotes,
connections, b-roll and archival footage packaged together in
the form of high quality and educational content to empower
viewers
• Utilize existing New York Times platforms (web, newspaper,
Metro Edition) to advertise Netflix content and drive interest
in The New York Times subscription services 10

For: Dee Salomon
The Opportunity
• Reach more than 48 million+ Global Netflix users
• Recommendation engine encourages discovery of new
and relevant content
• Elevate the brand by further establishing The New
York Times as a purveyor of premium content – print,
video and all other platforms
• Additional revenue source via Netflix licensing fees
• Utilize existing New York Times platforms to advertise
Netflix exclusive content
• Launch of Netflix series could align with launch of
subway screen installations to allow cross-over
advertising and content previewing opportunities
11

For: Dee Salomon
Anticipated Results & KPIs
• High engagement from Netflix viewers, both thanks
to organic searching and from being featured in Netflix’
algorithm-based genre recommendation engine.
• Positive reviews from both the press and from viewers
via Netflix’ built-in rating system
• Further the shift in perception of The New York
Times from a print and newspaper brand to a
premiere source of video storytelling
• Increase in site traffic to The New York Times
• Increase in subscriptions via an ad that opens each
piece of New York Times video content, driving
viewers to http://NYTimes.com/Netflix
12

For: Dee Salomon
Channels
Physical
Digital
13

For: Dee Salomon
Revenue Exchange Between The New York Times & Participants:
The New York Times T-Book
The Concept
• The New York Times combines both its highly regarded traditional
print background and its digital capabilities to release an evolving,
digital encyclopedia of essential knowledge, with the objective of
primarily being licensed out as a resource for academic and
professional environments.
The Execution
• Titled the “T-Book”, the New York Times would develop an online
encyclopedia that would leverage existing and the latest New York
Times owned articles, videos, interviews, infographics and
interactive web applications into a comprehensive source of
information on political topics, world culture, entertainment,
individual biographies, and more.
• Content would be curated on an ongoing basis by the New York
Times, its newsroom and its editors, as a compendium of essential
knowledge, data and media one should readily have access to as a
highly educated and highly functioning member of society.
• Input and guidance on what content is most important for society
would be solicited from key experts in different fields.
For example: the Health section could be curated in partnership
with the Surgeon General’s office, with input from personalities
such as Dr. Sanjay Gupta. The fashion section could solicit input
from top designers. The sports section could be partly curated by
sports historians, past coaches and other relevant figures.
14

For: Dee Salomon
The Opportunity
• Leverage existing archive of 150+ years worth of
content allow The New York Times to tell stories behind
individual topics in dramatically different ways, offering
imagery, storytelling and insights captured from a range of
perspectives.
• Provide a one-stop, highly credible source of
knowledge for students and professionals that offers the
caliber of writing that the New York Times is known for,
with a rich media experience that few competitors would
be able to rival.
• Licensing revenue from B2B audience of universities,
academic institutions and corporations would greatly
outweigh potential revenue in more Consumer focused
efforts pursued to date.
• Build perception of the New York Times as a forward
thinking, digitally savvy institution seeking to offer new
solutions to the world’s thirst for knowledge.
15

For: Dee Salomon
Anticipated Results & KPIs
• Strong public and academic interest in the T-Book
leading up to launch due to associated brand name and
promise in ongoing product/service offering
• Attract top personalities/industry professionals who
wish to contribute to the T-Book
• Rapid adoption from universities via the sale of
licenses/institution-wide logins
• Consistent stream of new revenue due to flexible,
monthly or yearly licensing system that accounts for a
range of user group sizes
• Further the shift in perception of The New York
Times from a print/newspaper brand to a
brand dedicated to empowering society with the
knowledge they need to be
• Increase in site traffic, shares and mentions driving
to The New York Times
16

The New York Times Branded Experiences - FINAL Presentation by Javier Garcia for CCNY BIC Master's Program "Brand Experience" Class (Taught by Dee Salomon)

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The New York Times Branded Experiences - FINAL Presentation by Javier Garcia for CCNY BIC Master's Program "Brand Experience" Class (Taught by Dee Salomon)