'The New York Times' Airs 2 Ads Touting Its Investigative Reporting


In two new video ads, The New York Times touts its investigative reporting about immigration and President Donald Trump’s taxes to convince viewers The Times’ journalism is worth paying for.

The ads are the latest in The Times’“The Truth Is Hard” brand campaign series, its first major brand campaign in decades. It launched during last year’s Oscars.

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The two new, 30-second ads are called “The Truth Is Worth It: Rigor” and “The Truth Is Worth It: Perseverance” and show the process of a New York Times investigation, digging up records, confirming information with sources and publishing a story.

The ad on the Trump family’s taxes shows how public records led Times reporters to more than 100,000 unseen documents over the course of the 18-month investigation led by David Barstow, Susanne Craig and Ross Buettner.

The immigration ad shows the news gathering process of national immigration reporter Caitlin Dickerson, who was the first to report that migrant children were being separated from their families at U.S. borders earlier this year.

The Times says these are the first of a number of upcoming ads that will highlight the “rigor” and “perseverance” of its journalists. Future ads will focus on a wide-range of coverage areas, it noted in a statement.

The ads will air across TV, streaming services, online and print.

The Times also announced today results of its recent audience survey: It found 73% of U.S. news consumers who subscribe to a news source say it has never been more important to support quality journalism.

Sixty-five percent of those who paid for a news source said they decided to subscribe because journalism takes a lot of time, money and hard work.

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