'NYT' 16-Page Ad Section Touts Building -- Its Own

By: Joe Strupp In a unique approach to promotion and advertising, The New York Times Monday today published a 16-page special advertising section focused on its own new high-rise building -- with photos by Annie Leibovitz.

"At first glance, this is not something some companies would do," comments Andy Wright, a vice president of advertising for the Times. "We looked at it as this building, for a lot of different reasons, has some interesting stories. It is the whole opening up of the West Side, the greenness, and high-profile architecture."

The ad section appears the same day that the building is formally opening with a special invitation-only gathering tonight, according to the Times.

The latest in a string of moves to tout the paper's new 52-story home along Eighth Avenue in midtown Manhattan, the advertorial titled "West Side Story" includes copy promoting both the building and its legendary neighborhood. Clearly marked as an ad section, the project includes story-telling text, as well as photos by famed photographer Annie Leibovitz.

"Today, as The New York Times Company celebrates the official opening of The New York Times Building, its groundbreaking new headquarters on Midtown Manhattan's west side, it finds itself a central character in an important developing story," the first article of text states. "One of urban renewal, architectural innovation, the eco-friendly building revolution and the influence of media companies upon the city in the 21st Century."

As the text promoting the building weaves through 16 pages, with comments such as its "breathtaking open-air garden," "remarkable exterior" and "innovative under-floor air distribution system," related ads pop up from nearly every major company associated with the project.

Among those buying ad space are: real estate firm Studley; Nortel communications; CB Richard Ellis; Lutron, which created lighting controls for the building; and ForestCityRatner, the developer and co-owner of the project. Law firms Goodwin Proctor and Seyfarth and Shaw LLP, both tenants in the building, are also advertisers in the section.

Wright would not reveal what kind of revenue the section has brought in, but said it is a profitable project, adding the revenue compared to other special sections was "robust."

"We conceived of it earlier this year, it seemed to be a really great idea," Wright said. But he said it did not appear online: "We don't generally combine online and print special sections. They don't usually provide the same level of value."