• Brandweek, Thursday, January 18, 2007 11:15 AM

In a new round of ads, The New York Times is adding a TV spot and a dedicated Web site to the marketing mix. Part of its "These times demand the Times" effort, a 60-second ad ready to roll next week shows the making of a daily newspaper in reverse, beginning with a person reading a story on the computer at the end of the day and concluding with a reporter and her notebook.

In between are the interview with a source, a news meeting, the reporter writing the story and the newspaper rolling off the press. A voiceover touts expanded distribution, fast presses and continuous story updates, but concludes, "It's about the quality of the journalism. Period. End of story."

The ad was also cut in a 30-second version, and both versions will run through April. The Times, which usually spends $20 million or so on media each year, did not reveal a budget for the in-house created effort. "Our point of difference is our journalism," says Alyse Myers, CMO at the newspaper.

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