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The World Has Changed
Since 1996, NYTimes.com has been a leader in online advertising solutions.
• Consumers have changed
• Marketing has changed
• Online advertising has changed
2004
1998
1996
2
A Trusted Source
84% of registered users trust the news on NYTimes.com more than on other sites.*
NYTimes.com Unique Users Growth 1997 – 2003
3
*Sources: Roper ASW Survey of NYTimes.com registered users, July 2003; Chart Source: NYTimes.com Internal DDS.
Why Do Readers Choose NYTimes.com?
88% rate the quality of the reporting on NYTimes.com higher than on other sites.*
NYTimes.com editorial awards
• 2003 EPpy Award for Best Overall Newspaper Site from Editor & Publisher
magazine
• 2003 EPpy Award for Best Special Feature, for “102 Minutes: Inside the Towers”
multimedia feature from Editor & Publisher magazine
• 2003 Digital Edge (or “Edgie”) award for Best Overall News Site from Newspaper
Association of America (NAA)’s New Media Federation
• 2003 Breaking News Award for NYTimes.com’s coverage of the war in Iraq from the
Online News Association (ONA)
• 2003 Excellence in Online Journalism Award from National Press Foundation (NPF)
• 2003 Media Tenor’s International Online Media Award
NYTimes.com Sales Awards
• ASPY Award for Best Overall Web Site Representation from the Aspen Group
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*Sources: Roper ASW Survey of NYTimes.com registered users
NYTimes.com Reaches an Audience of Top Influencers
According to Roper ASW, 50% of NYTimes.com readers are Influentials®.
These readers are affluent, educated and in positions of power and leadership
in their work and in their communities. They are the leaders who are admired
by friends and colleagues.
• Educated – 73% College Grads or Post-Graduate
• Affluent – 32% have household incomes over $100,000
Worldwide Readership
13.6 million
20%
outside the U.S.
in the U.S.
80%
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*Sources: Roper ASW Survey of NYTimes.com registered users; Chart Source: Nielsen-NetRatings, December 2003
The New York Times Audience Tops 16 Million
The total combined audience of The New York Times, Including both NYTimes.com
and the print newspaper in the U.S. equals 16.3 million
Of that total audience, the duplication (people who read both online and print)
is 16%
NYTimes.com
past 30 days readers
16%
Among NYTimes.com Readers
27%
27% of people who
read NYTimes.com in
the past 30 days, also
read the NYT
newspaper yesterday
New York Times print
yesterday’s readers
Among New York Times Print Readers
30%
30% of people who
read the NYT
newspaper yesterday,
also read
NYTimes.com in the
past 30 days
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Source: Nielsen NetRatings @Plan, Fall 2003; NYTimes.com audience equals 10 million; NYT newspaper audience equals 9 million
Connect With a Large and Influential Audience
NYTimes.com has an extensive database of reader-supplied information
allowing you to access your ideal audience.
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Connect to People, Not Impressions
NYTimes.com is a leader in developing innovative, results-driven advertising
programs, including:
Surround Sessions
• Control every major ad position
• Maintain total share of voice across consecutive pages of user’s session
Site Sessions
• Take Surround Sessions one step further by targeting by Dayparts
• Reach readers during the day, especially the at-work audience
Behavioral Targeting
• Pinpoint readers based on demonstrated interests
• Place readers into contextual categories based on editorial usage
Surround Sessions Movie
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The Perfect Marketplace for Your Message
® Tool
Automobiles • Edmunds.com
patented True Market Value
Business
Movies
• Industry news and analysis
• Marketplace and
More than
twenty
• Robust database of reviews, advice and• dealer
listings
economic news
years of The New
York Times reviews
• Personal
finance
columns
Business
• Marketplace
and economic
news
linkedcolumns
to a robust
• Personal finance
linked to a robust
company
area
• “Critic
Picks” research
with
company research area
recommendation from
Movies
• More than twenty years of The New York Times
Times film
reviews
critics
• “Critic Picks” with recommendation from Times
film
critics
Stephen Holden,Stephen
Elvis
Travel
Holden, Elvis Mitchell and A.O. Scott
Mitchell and A.O.
More forums
than 400 destination Scott
• Exclusive •reader
guides
• Exclusive reader
Travel
• More than 400 worldwide destination guides
• Online planning and
forums
• Online planning and booking tools
booking tools
• Virtual destination tours
• Virtual destination tours
Real Estate • Largest database of residential and commercial listings in New York
• Exclusive catalog of luxury and vacation homes nationwide
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Dynamic Advertising Programs
NYTimes.com is a leader in developing and implementing a variety of online
advertising units and programs – from traditional formats to groundbreaking
innovations.
• HomePage Positions
• Video Ads
• Text Links
Half page
Dhtml
• Full-Page Interstitials
• Pop Ups/Pop Unders
• Search Sponsorships
• Site For A Day
• Partner Registration Boxes • Sponsored Archives
Interstitials
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Enhance Your Advertising Message
Benefit not only from our extensive marketing experience, but also from our
trusted brand.
• Leverage 150 years of content for a custom Sponsored Archive
• Exclusive environment to fully integrate your message
• Build around the image of your brand or product
Sponsored Archives
Crossword Puzzles
Sweepstakes
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Reach Out To Your Audience
NYTimes.com’s suite of e-mail products brings the quality and integrity of
The New York Times directly to readers’ inboxes.
Daily Newsletters
• Today’s Headlines
• DealBook
Advertiser Exclusive Newsletters
• NYTimes.com Ad Mail
• Great Getaways
• TicketWatch
• Sophisticated Shopper
Weekly Newsletters
• In Advertising
• Circuits
• Travel Dispatch
• DriveTimes
• Movie Update
• New York Style
• Your Money
• Books Update
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FAQ – Site Statistics
Q.How often is the site updated?
A. NYTimes.com provides continuous news coverage, updated every 10 minutes,
which is 144 times each day.
Q.Is all of the content from The New York Times newspaper available on
NYTimes.com?
A. Yes, all of the newspaper content—including the Sunday Magazine—is on the site,
with the exception of some graphs and photos. In addition, the site provides a
variety of multimedia content and useful tools, such as the ability to get mortgage
rates, look up movie show times and book airline reservations, that can only be
found online.
Q.Do you have to pay to read NYTimes.com?
A. No, the site content is free. There is a nominal fee for archived articles.
Q.Why do you have to register to use the site?
A. Weighing the pros and the cons of registration, NYTimes.com has determined
from the beginning that the value of the information we learn about our readers
and the ability to offer demographic targeting to our advertisers continue to make
registration worthwhile.
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FAQ – Audience Statistics
Q.How many people visit NYTimes.com?
A. Over 1 million unique readers per day and over 10 million unique readers per
month visit NYTimes.com from the U.S. alone.
Q.What percentage of readers are in the NY DMA?
A. 16% of the U.S. readers are in the NY DMA.
Q.What is the duplication with The New York Times newspaper?
A. 26% of NYTimes.com readers also read The New York Times newspaper daily.
Q.What is the average age of NYTimes.com readers?
A. The mean age is 43 years.
Q.What is the average annual HH income of NYTimes.com readers?
A. The mean HH income is $86,648.
Q.What is the education of NYTimes.com readers?
A. 73% are college graduates and 44% have post-graduate education.
Q.What is the reach of NYTimes.com?
A. NYTimes.com is the #1-reaching newspaper site on the Web, and has been for
years. In July, the site reached 6% of all online users in the U.S.
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Source: Nielson-Net Ratings, January 2004; @Plan, Winter 2004
The top four most popular (or
least unpopular) Web ad formats
are:
1.Banners
2.Skyscrapers
3.Pop-in Between Ads /
Interstitials
4.Ads with Audio