By: Staff Reports New York Times Co. Launches Ad Campaign
The New York Times Co. yesterday launched an advertising campaign to
promote its discussion Web site, Abuzz.com.
The multimillion dollar campaign, created by Ogilvy & Mather, will
make its official debut on August 2 in The New York Times and The
Boston Globe. A teaser ad appeared in the two metropolitan dailies
on July 20.
The ads are scheduled to run in both newspapers throughout August
and September. The campaign's other component includes outdoor
advertising that will appear on bulletin boards in New York and Boston.
The campaign features photos of people raising their hands with lines
such as 'Max knows' or 'Anne knows.' The ad attempts to promote what
the Times Co. has said since Abuzz's inception: the discussion site
allows people online to ask questions of and get answers from the
newspapers' readers.
'Abuzz represents the next step in the evolution of the New York
Times Digital network, serving as the 'intelligent ingredient' that
brings together the New York Times audience with that of other
high-quality content and information-rich sites,' said Martin
Nisenholtz, CEO of New York Times Digital.
New York Times Digital, formerly known as Times Co. Digital, has
integrated Abuzz.com into its online network that includes
NYTimes.com, Boston.com, NYToday.com, GolfDigest.com, and
WineToday.com.
Abuzz.com, a division of New York Times Digital, was launched in
January 2000 to build vertical content areas for discussions. The
technology, which Times Digital bought in 1999, builds a user
profile that allows questions regarding their areas of interest
to be e-mailed to Abuzz users.
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Staff Reports
Related story:
TIMES CO. DIGITAL LAUNCHES ABUZZ.com (01/19/00)
(c) Copyright 2000, Editor & Publisher
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