The New York Times Company is expanding its licensing offerings with a rebrand of its News Service and Syndicate to “The New York Times Licensing Group.”
Before this rebranding, the NYTCO's licensing business primarily syndicated news wires to media organizations.
NYT Licensing will now serve a broader range of markets, including brands, corporations, broadcasters, aggregators and app developers, with new offerings and capabilities.
Michael Greenspon, general manager of the Licensing Group and Print Innovation at The New York Times, stated the company could now offer “customizable content solutions, using the richness of our current and archival coverage, and all of it accessed quickly and easily — and it's trackable.”
NYT Licensing is getting its own new website, which will serve as a platform for the division’s offerings to new markets, as well as the markets it currently serves.
The group’s content offerings include content feeds that will be curated to include text, photos, graphics, illustrations and videos from The New York Times and over 20 other publishers, such as Harvard Business Review, National Geographic and The Economist.
Another offering will include magazines that are fully or cobranded with The New York Times, including its flagship licensing opportunity with T: The New York Times Style Magazine, which is currently published in China, Japan, Singapore and Spain.
Special packages will include curated text and images with co-branding opportunities that can be customized for publishing in various print and digital formats, including The New York Times International Weekly.
NYT Licensing has collaborated on a coproduction of the “Modern Love” podcast with WBUR in Boston, for example. The podcast, based on the popular New York Times column, features readings by celebrities like Jason Alexander, Angela Bassett, Dakota Fanning and January Jones.
The podcast also inspired Rio de Janiero-based Rádio Globo to produce a six-episode pilot season of “Papo de Amor” (“Love Chat” in Portuguese). Instead of celebrities, the show invites local actors from Brazil to read the essays. A second season, with 24 episodes, has just launched.
In 2017, NYT Licensing collaborated with digital publisher Medium to distribute its editorial for the platform's audience.