‘N.Y. Times’ Making Big Commercial Printing Push

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By: Mark Fitzgerald

After dipping its toes into the business for a few months, The New York Times is jumping with both feet into commercial printing.

The Times is putting out Open For Business signs at its Edison, N.J., and College Point, N.Y., plants, looking for work printing FSIs (free-standing inserts), magazine inserts, brochures, pamphlets — and even other newspapers.

The paper notes it has the capacity to print up to an 80-page broadsheet or 160-page tabloid, but spokeswoman Diane McNulty said the more likely customer would be a publisher of a community paper. The Times doesn?t yet do any newspaper work, she added.

For the last several months, the paper had quietly been printing commercial work for some advertisers. Though the paper won?t talk about specific advertisers, there were some pieces produced for the travel and technology ad categories, McNulty said.

Now the newspaper is billing itself as a ?one-stop shopping? destination for prepress production, printing and distribution of inserts. The distribution end of the business has been growing healthily, up 20% in the past year, the Times said.

“We are pleased to offer our advertisers and potential advertisers a host of new printing and production services,” Jyll Holzman, the Times? senior vice president of advertising, said in a statement. The options range from placing ?a DVD or scent-strip in The New York Times Magazine? to creating just a postcard, she added.



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