{"id":10046,"date":"2023-08-18T14:04:01","date_gmt":"2023-08-18T14:04:01","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/a-conversation-with-the-nyts-global-chief-advertising-officer\/"},"modified":"2023-08-18T14:04:03","modified_gmt":"2023-08-18T14:04:03","slug":"a-conversation-with-the-nyts-global-chief-advertising-officer","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=10046","title":{"rendered":"A conversation with the NYT\u2019s global chief advertising officer"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Media jobs can be hard to find (and keep). But not for Joy Robins.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Robins joined the New York Times as global chief advertising officer in May after serving as CRO at the Washington Post for four years. Prior to that, she was CRO at Quartz and has also held leadership roles at NBC News and the BBC.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">She joined the publication at a time when it\u2019s leaning further into advertising to monetize its different offerings, which range from games to The Athletic, the sports outlet it bought last year for $550 million.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">With a few months at the Times under her belt, a new ad format released last month, and strong Q2 results, Robins tells us she\u2019s just getting started in her new role.<\/p>\n<h2 class=\"dist__StyledText-sc-5a46198a-12 hlktdj\"><strong>What\u2019s the Wordle?<\/strong><\/h2>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">It\u2019s been a tough year for advertising in media, including for the Times, which saw its ad revenue fall in Q1.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">After Q1, Robins said the Times focused on the positives, like the company\u2019s direct-display advertising. And that decision may have paid off: Earlier this month, the Times saw its digital ad revenue grow 6.5% to $74 million.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">It also added 180,000 digital subscribers during the quarter, bringing its total count to nearly 10 million. The Times has spent many years building its subscription business; in addition to its journalism, people can subscribe to NYT Cooking, Games, and Wirecutter, the product-review platform it acquired in 2016, either individually or as part of a bundle. This month, it debuted a campaign on the New York City subway that promotes its various offerings.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">While Robins said it might be easy to think that the Times\u2019 focus on advertising is a \u201cnice-to-have,\u201d or is \u201csecond class\u201d to subscriptions, that hasn\u2019t been the case in her time there. \u201cEvery conversation I have with leaders across the company is focused on how we grow our ambitions in advertising,\u201d she told us.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">What excites her, she said, is \u201chow strong [the Times\u2019] house of brands has become,\u201d she said. \u201cNow we have the opportunity to really bring that to the [ad] market at scale, which is really exciting,\u201d she said.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Last month, the Times released a new video ad format in the mobile web version of Wordle for nonsubscribers, with DoorDash as its first sponsor. Citing the more than 2 billion times the game was played last year, Robins said this is an example of finding new, premium ad opportunities across the Times portfolio. DoorDash\u2019s VP of Consumer Marketing Gina Igwe told Modern Retail that Wordle\u2019s weekly active users and engagement rates were what sold the company on the new offering.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-8ccc5960-1 jArFiG\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-5a46198a-12 cVdxJM inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-5a46198a-12 iEaGlZ inline-subscribe\">The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cWe\u2019re very happy with the initial results so far,\u201d Robins said. Prior to releasing the new format, she said the Times conducted qualitative testing to test player \u201cexperience and satisfaction,\u201d and minimize disruption.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">According to Robins, the Times plans to continue optimizing its Wordle ads while also working to build out the teams, resources, and ad formats to fit its other brands like The Athletic, which started offering advertising in September, as well as Cooking and Wirecutter.<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">\u201cThe Wordle campaign with DoorDash was a thrilling new \u2018first,\u2019 but we are just getting started,\u201d she said.<\/p>\n<h2 class=\"dist__StyledText-sc-5a46198a-12 hlktdj\"><strong>What\u2019s next?<\/strong><\/h2>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">In addition to bolstering its advertising business, Robins told us she\u2019s excited about forthcoming collaborations which \u201cinvolve new applications of tech.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Last week, the Times updated its terms and conditions to prevent its editorial content from being used to train AI algorithms. With the AI craze also taking over advertising, Robins told us she \u201c[sees] an opportunity to deliver authentic, deeply human creative stories in a time when others might be outsourcing their ideas.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">At the end of the day, she said, \u201cBrands are always going to want to tell their stories.\u201d She cited the Times\u2019 2018 partnership with Google, in which they digitized the Times\u2019 archives and photojournalism with Google Cloud, as an example, adding that it\u2019s about \u201creally connecting that reader-need with what a brand has to offer.\u201d<\/p>\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">As for what the Times has to offer? \u201cI want The New York Times\u2019 advertising to be the essential partner for every brand looking to engage with an elevated consumer,\u201d she said. \u201cWe\u2019ve got the foundation of the audience already there. Now, it\u2019s really creating the products that are ultimately meant to meet them.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/08\/18\/a-conversation-with-the-nyt-s-global-chief-advertising-officer?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Media jobs can be hard to find (and keep). But not for Joy Robins. Robins joined the New York Times as global chief advertising officer in May after serving as CRO at the Washington Post for four years. Prior to that, she was CRO at Quartz and has also held leadership roles at NBC News [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":10047,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-10046","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A conversation with the NYT\u2019s global chief advertising officer | Brandiary<\/title>\n<meta name=\"description\" content=\"Media jobs can be hard to find (and keep). 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