Spotlight: Inspiration: The Times Debuts Marketing Campaign for “The Daily”
As the audience for The New York Times audio show “The Daily” continues to grow, The Times launched a new marketing campaign for its audio show featuring out-of-home ads.
“The Daily,” which draws on the expertise of The Times’s global newsroom of 1,450 journalists, has five million monthly unique listeners and now airs on more than 30 radio stations across the country, including five of the top 10 public radio stations nationwide, distributed by American Public Media. The show has found success, becoming the most-downloaded new show in 2017 on Apple Podcasts and winning the DuPont-Columbia University Award for audio excellence.
The out-of-home campaign started on Sunday, July 15, and spans three U.S. cities, featuring: highway billboards and a wallscape domination in Los Angeles; a light rail wraparound in Portland (Oregon); and a complete takeover of the Ogilvie Transportation Center in Chicago, among other outdoor media.
The objective of the campaign’s central message, “This moment deserves to be understood,” builds on the goal set forth when “The Daily” launched in February 2017 to tell stories more deeply — and to incorporate a new kind of transparency into the way those stories are told. It emphasizes how the unique approach of “The Daily” provides listeners with an intimate and human look at the news, offering them a deeper understanding of the world that is necessary in these fast-changing times.
David Rubin, senior vice president, audience and brand, The New York Times, said: “‘The Daily’ has become so popular and beloved by its listeners because it provides an understanding of the news that they can’t get the same way elsewhere. Host Michael Barbaro and the show’s producers work tirelessly to provide a thoughtful and human look inside the important stories of the day. The richness of their report hooks listeners instantly and draws them to tune-in every day. And, ‘The Daily’ is a great example of what makes The New York Times journalism special, unique, and worth paying for. Our marketing campaign aims to capture the uniqueness of that reporting and to introduce ‘The Daily’ to even more people who are looking to make sense of all that’s going on in the world right now.”
“The Daily” is available on NYTimes.com, via “The Daily” feed on Apple Podcasts and wherever podcasts are available, and on public radio stations nationwide.
- People:
- David Rubin
- Michael Barbaro
Denise Gustavson is the Editorial Director for the Alliance Media Brands — which includes Printing Impressions, Packaging Impressions, In-plant Impressions, Wide-Format Impressions, Apparelist, NonProfitPRO, and the PRINTING United Journal — PRINTING United Alliance.