Branded content forms the base for newspaper advertising, for the NYTimes

Branded content should always be created with the reader in mind.

The New York Times has developed an innovative advertising model with a specific focus on branded content including the creation of their T Brand Studio which distributes relevant content and experiences for brands.

We had the pleasure of listening to Jean-Christophe Demarta, Senior Vice-President of Global Advertising at the NYTimes. During the event, Demarta highlighted that the paper’s success is due to a focus on high quality news and thinking hard about readers’ expectations.

Photojournalism, virtual and augmented reality, podcasts, influencers and experiential marketing are just a few examples of the new ways to tell stories that The New York Times is using, and that work very well for them.





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