'Snowfall' Miss on Ads

By: Josh Sternberg | Digiday

On Wednesday evening, the New York Times rolled out a new long-form narrative style on its website, as it explores more ways to engage readers. It managed to be both an innovative piece of journalism – and a failed advertising opportunity.

The 5,000-word article, titled “Tomato Can Blues,” about a mixed martial arts fighter who faked his death, is reminiscent of its award-winning sibling, “Snowfall.” It infuses graphic-novel illustrations with the text narrative. You can also listen to the article narrated by “Boardwalk Empire”star Bobby Cannavale. It’s clean. It’s fun.


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