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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 1996 1998 2004 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? 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 4 88% rate the quality of the reporting on NYTimes.com higher than on other sites. * *Sources: Roper ASW Survey of NYTimes.com registered users
NYTimes.com Reaches an Audience of Top Influencers Worldwide Readership 13.6 million outside the U.S. in the U.S. 20% 80% 5 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 *Sources: Roper ASW Survey of NYTimes.com registered users; Chart Source: Nielsen-NetRatings, December 2003
6 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% Source: Nielsen NetRatings @Plan, Fall 2003; NYTimes.com audience equals 10 million; NYT newspaper audience equals 9 million NYTimes.com past 30 days readers New York Times print yesterday’s readers 16% Among NYTimes.com Readers Among New York Times Print Readers 27% of people who read NYTimes.com in the past 30 days, also read the NYT newspaper yesterday 30% of people who read the NYT newspaper yesterday, also read NYTimes.com in the past 30 days 27% 30%
Connect With a Large and Influential Audience NYTimes.com has an extensive database of reader-supplied information allowing you to access your ideal audience. 7
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 8 Surround Sessions Movie
The Perfect Marketplace for Your Message Business • Marketplace and economic news • Personal finance columns linked to a robust company research area Travel • More than 400 destination guides • Online planning and booking tools • Virtual destination tours Movies • More than twenty years of The New York Times reviews • “ Critic Picks” with recommendation from Times film critics Stephen Holden, Elvis Mitchell and A.O. Scott • Exclusive reader forums 9 Automobiles • Edmunds.com patented True Market Value ® Tool • Industry news and analysis • Robust database of reviews, advice and dealer listings Business • Marketplace and economic news • Personal finance columns linked to a robust company research area Movies • More than twenty years of The New York Times reviews • “ Critic Picks” with recommendation from Times film critics Stephen Holden, Elvis Mitchell and A.O. Scott • Exclusive reader forums Travel • More than 400 worldwide destination guides • Online planning and booking tools • Virtual destination tours Real Estate • Largest database of residential and commercial listings in New York • Exclusive catalog of luxury and vacation homes nationwide
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 • Full-Page Interstitials • Pop Ups/Pop Unders • Video Ads • Search Sponsorships • Site For A Day • Text Links • Partner Registration Boxes • Sponsored Archives Half page Interstitials Dhtml 10
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 11 Sponsored Archives Crossword Puzzles Sweepstakes
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 12
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. 13
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. 14 Source: Nielson-Net Ratings, January 2004; @Plan, Winter 2004
<ul><li>The top four most popular (or least unpopular) Web ad formats are: </li></ul><ul><ul><li>Banners </li></ul></ul><ul><ul><li>Skyscrapers </li></ul></ul><ul><ul><li>Pop-in Between Ads / Interstitials </li></ul></ul><ul><ul><li>Ads with Audio </li></ul></ul>
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