First the New York Times launched a pay wall. Then it launched an ad campaign.
Via WWD (via the Missus):
The Times is running a series of three posters on Metro North, Long Island Railroad, in taxis and on the subway (e.g. the 8th Avenue-bound L platform at First Avenue). The three iterations — designed around the theme’s art, world and style — make use of photographs taken by Times’ photographers. One shows My Chemical Romance singer Gerard Way head-banging bright red hair; the second shows a student walking home near the border of Somalia and Kenya; and the third shows a runway model at Donna Karan‘s show last fall. All three versions have lots of intricate webby-looking graphics — interactive time lines, podcast buttons, video players, links to comment threads. The point seems to be: There’s a lot to click on at nytimes.com.
But wait! There are TV spots, too!
WWD says the Times will spend $13 million on the ad campaign.
Throwing good money after bad ideas?
Time will tell, as the chin-strokerati say.