NYTimes.com Re-Brands With ‘All The News That’s Fit To Click’ Theme

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By: E&P Staff

Playing off the well-known — and zealously protected slogan — of print newspaper, NYTimes.com launches a re-branding campaign Sunday with the theme “All the News That’s Fit to Click.”

“The campaign capitalizes on the familiar New York Times slogan, ‘All the News That’s Fit to Print,’ with a subtle update: ‘All the News That’s Fit to Click’ – or Blog, Stream, Archive, Digitize, E-Mail, Personalize, etc.,” the Times Co. said in a statement.

The different verbs are intended to point users to its numerous blogs, video, and other multimedia offerings.

“Each campaign message promotes a different online function, with the reference to the original slogan tying it all back to the quality journalism of the Times,” the company said in its announcement Friday.

Ads will run in advertising trade publications, TV and radio spots, outdoors on digital taxi cab tops, and as house ads in the Times.

“Our core audience — affluent, educated and curious — demands their news and information in a variety of formats, and we are committed to meeting, and exceeding, their expectations,” Murray Gaylord, NYTimes.com’s vice president of marketing, said in a statement. “This campaign illustrates all the different ways we do that.”

NYTimes.com is the most popular newspaper site in the United States, according to Nielsen//Net Ratings.

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