The campaign includes national and local television, digital, social media, outdoor and print advertising. It will be broadcast for the first time on television on Sunday, Feb. 26, including during the Academy Awards on ABC that evening. It’s the first television advertising The Times has done since 2010 and its first brand-focused television ad in a decade.
The objective of the campaign’s central message, “The Truth is...Hard …Hard to find …Hard to know …More important now than ever,” is to show that producing quality, independent journalism requires resources, commitment and expertise and that it’s important that people support it. The campaign is in direct response to research administered by The Times that suggested that some people are not fully aware of how Times journalism is created. Specifically, the research found that some people do not realize all that goes into having reporters out in the field, in hard-to-reach places, covering complex topics.
Arthur Sulzberger, Jr., the publisher of The New York Times said, “At The Times, we have a 166-year history of an adherence to the highest standards in journalism and a sense of mission that propels our approach to how we cover the world. We are committed to properly resourced, tough-minded and independent journalism, delivered without fear or favor. In a world where there is so much uncertainty about what is real and what is fake news, we remain steadfastly committed to a search for the truth.”
People who are interested in supporting independent journalism can do so by: subscribing to The Times; contributing to The Times’s sponsor a subscription program, which provides Times digital subscriptions to students and schools across the U.S.; and sharing The Times’s work on social media.
About The New York Times Company
The New York Times Company is a global media organization dedicated to enhancing society by creating, collecting and distributing high-quality news and information. The Company includes The New York Times, NYTimes.com and related properties. It is known globally for excellence in its journalism, and innovation in its print and digital storytelling and its business model. Follow news about the company at @NYTimesComm.