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How Brand Extensions Helped Save The New York Times

World News Publishing Focus

World News Publishing Focus
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How Brand Extensions Helped Save The New York Times

In 2009, The New York Times (NYT) were watching their readership and ad sales haemorrhaging. But five years on, they have reclaimed their place as one of the most successful news publications in the world.

NYT Licensing & Syndication VP, Alice Ting, explains this was remarkable turnaround was largely achieved by generating the NYT's brand extension. “We wanted to think more than just about our content. We own our logo, our trademark, but we also want to leverage our assets into brand extensions.”

By building on an already established brand image NYT was able to spread into various product bases, thereby appealing to a wider audience while maintaining their core readership: “We can use brand extensions to further engage [our audience],” says Ting. “Brand extension is defined as the ability to leverage our brand in one category, which is journalism, and also leverage content in completely different categories.

“We did a number of studies of what people think about when they hear the words ‘New York Times’, such as knowledge seeking, investigation, information.”

After extensive research, the NYT’s brand extension was refined into four elements: “At the centre of everything is our core: journalism, and that will never change. Outside of that they have derivative products, such as books or ebooks and magazines.

“Beyond that comes non-derivative, and those are products more related to our readers interests, such as our store and product licensing. And the final extension of that is our experimental content, and here there’s a lot of two-way interaction between us and our viewers [about what they like and don’t like].

“So these products are all very different, but they help create an overall image of The New York Times as a overall brand.”



Calum Stuart


2014-11-19 05:48

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