‘NY Times’ And ‘Jeopardy’ Team Up for Cross-Promotion

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By: Joe Strupp

This daily newspaper has begun printing Jeopardy questions as part of a new cross-promotion agreement with the TV quiz show.

The question: What is The New York Times?

Correct.

Beginning today, the Times is launching a very unusual (for this paper) effort to promote itself, in which it will print a daily Jeopardy question as part of a daily TV ad. Readers can find the answer by either watching that day’s edition of the syndicated program or checking the paper’s next edition or online version.

“They have 17 million viewers and we thought it was a way for us to reach new audiences,” said Times spokeswoman Diane McNulty, who noted that a similar promotion with the show occurred in 2001. The current effort will continue until Sept. 6.

The colorful “Clue of the Day” ad will appear next to the paper’s “Tomorrow in the Times” box, which is placed in a different spot daily. Readers can also find it on the Web site at www.nytimes.com/games.

Monday’s clue stated, “In his 1954 Nobel Prize acceptance speech, this American called ‘writing, at its best…a lonely life.'” (The question, E&P can reveal, is … well, Google it yourself.)

In return for its daily space, the Times will be included periodically as a category on the game show, according to a Times release. The paper also will be mentioned extensively in events held by the Jeopardy “Brain Bus,” a traveling promotional vehicle touring the country to advertise the show and conduct contestant searches.

“The New York Times has long been considered a preeminent source of information for the nation and the world,” Harry Friedman, the show’s executive producer, said in a statement. “This relationship allows Jeopardy to present some of The Times’s information in a fun and different way.”

The Brain Bus also will appear Feb. 25 at the Times Travel Show, held at the Javits Center in New York City. A category called “All The News That’s Fit to Print,” about news articles and features of Times, will be part of the simulated game played at the event. Clues in that category will come from the paper’s sections.

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