The New York Times Will Tackle Brand Safety and Quality Journalism During the NewFronts

Less video, more Snapchat and podcasts

The New York Times is pitching advertisers on its quality journalism as well as Snapchat Discover. - Credit by Getty Images
Headshot of Lauren Johnson

In the wake of brand-safety concerns on YouTube and the spread of fake news, The New York Times wants brands to know that their ads are safe.

On Monday, the Times’ presentation dubbed “Truth + Dare” will kick off the annual two weeks of NewFronts events, where digital media companies host presentations pitching their web video offerings in hopes of securing big advertising commitments. With growing concerns around Google and Facebook’s control of digital ad dollars as well as the fallout from big-name brands freezing YouTube budgets after their ads appeared next to questionable content, expect other publishers to also play up high-quality and safe advertising opportunities this year.

“This is an extraordinary moment for media companies like The Times—companies that create high-quality, original content in pursuit of the truth—to demonstrate the hard work our journalists endure on behalf of our readers,” said Meredith Kopit Levien, evp and chief revenue officer at The New York Times, in a statement. “We want to inspire our brand partners with what it takes to create Times journalism and dare them to join us to produce the kinds of stories and formats that inspire people to act, ask questions, care deeply and change the world.”

The Times’ NewFronts presentation is part of a bigger truth-oriented ongoing campaign that tackles the publication’s commitment to truth in reporting in the wake of fake news. Since launching in February, the Times has worked with Droga5 to create TV, print, outdoor and digital ads that show the work that goes into creating its journalism.

Unlike other years, video is not the biggest selling point for potential advertisers who attend the Times presentation. “While the NewFronts have traditionally focused on video, The Times’ presentation this year will showcase the vast Times ecosystem—from audio to AR, Snapchat to service journalism,” the company said in a press release. Last year, the Times played up virtual reality and its work from T Brand Studio, the publication’s native advertising unit.

Instead, Monday’s event will include a live edition of “The Daily,” the Times’ daily news podcast, with host Michael Barbaro and Lisa Tobin, executive producer of audio, interviewing White House correspondent Maggie Haberman.

Meanwhile, investigative journalist Matt Apuzzo, photojournalists Meredith Kohut, Bryan Denton and Daniel Berehulak and photo editor David Furst will talk about their work in creating stories and photos.

The event will also talk about the Times’ work with Snapchat Discover. The publication’s first Discover edition launched this week with newspaper and magazine stories formatted for the mobile app.

That said, there are a few new video projects launching this year with series that will focus on the topics of artificial intelligence, the 2018 Winter Olympics and motherhood.

@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.