When a publication decides to become subscription first, how does advertising fit in? For Joy Robins, who joined The New York Times in May as chief advertising officer, being part of a business that’s subscriptions-centered is an advantage.
It’s been more than a decade since the Times paywalled its content and demanded digital readers do the unthinkable: pay for content. Their digital paywall now accounts for almost half of the Times’ revenue, according to its Q2 earnings. Meanwhile, digital advertising brings in 12.5% of revenue, a number that doesn’t include the Times’ still-substantial print advertising.
Acquisitions such as Wordle, The Athletic and Wirecutter provide a wider array of subscription bundles, as well as more opportunities to build ad products around the hobbies of curious readers who love their word games and NYT Cooking-approved recipes.
Robins wants to thoughtfully expand advertising into these places – and explain The New York Times to ad buyers, some of which still think the Times lives in the Newsies era.
Listen in to learn more about Robins’ approach to the Times’ advertising and her advice to media businesses: Don’t chase short-term scale or revenue; put the reader at the center of your business.
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