'Times' promotes online brand

NEW YORK: The New York Times is launching a new branding campaign aimed at promoting each of the various niche categories of content on its Web site.

NEW YORK: The New York Times is launching a new branding campaign aimed at promoting each of the various niche categories of content on its Web site.

The campaign's tagline, "All the News That's Fit to Click," is meant to connect the paper's legacy in journalism with the newer medium of its Web site.

"It comes from consumer research that we did showing that people really believed that what's in the newspaper is also on the site," said Murray Gaylord, VP of marketing for NYTimes.com. "[But] we have so much more going on, on the site, because of the nature of the Web."

The slogan will be tweaked to promote various site areas, including its blogs, personalization tools, video, podcasts, newsletters, and mobile features.

The effort has been in the works for months and was not timed to coincide with last month's end of TimesSelect, the Times' paid online content program, he said. The branding push, however, has largely the same goal: to drive more Web traffic to the site's constituent parts, thus increasing online ad revenue.

The company, which assembled the new campaign in-house, is targeting its online promotion element at a collection of roughly 30 Web sites, including Google, major news outlets, and important sites in key verticals, such as health and travel.

A second phase of the campaign will kick off after the new year, with an increased reliance on PR tactics to drive earned media.

"The initial phase was to get that awareness [out] that there's more than you think to NYTimes.com," Gaylord said. "The second phase will happen in the first quarter next year. We're exploring some PR and viral [tactics]."

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