The New York Times Debuts First-Ever Marketing Campaign for 'The Daily'
PRESS RELEASE — July 16, 2018
As the audience for “The Daily” continues to grow, The New York Times has launched the first-ever brand campaign for its flagship audio show. The campaign will feature out-of-home and broadcast ads.
“The Daily,” which draws on the unrivaled quality and expertise of The Times’s global newsroom of 1,450 journalists, has five million monthly unique listeners and now airs on more than 30 radio stations across the country, including five of the top 10 public radio stations nationwide, distributed by American Public Media. The show has found massive success, becoming the most-downloaded new show in 2017 on Apple Podcasts and winning the DuPont-Columbia University Award for audio excellence.
The out-of-home campaign will start to roll out this Sunday, July 15, and will span three U.S. cities, featuring: highway billboards and a wallscape domination in Los Angeles; a light rail wraparound in Portland (Oregon); and a complete takeover of the Ogilvie Transportation Center in Chicago, among other outdoor media. Digital renderings of the campaign can be found here.
In the coming weeks, :15 and :30 spots featuring the voice of “The Daily” host Michael Barbaro will come to television, Hulu and YouTube, as well as terrestrial and streaming radio including Spotify and acast. The campaign will run through the first week of September.
The objective of the campaign’s central message, "This moment deserves to be understood," builds on the goal set forth when “The Daily” launched in February 2017 to tell stories more deeply — and to incorporate a new kind of transparency into the way those stories are told. It emphasizes how the unique approach of “The Daily” provides listeners with an intimate and human look at the news, offering them a deeper understanding of the world that is necessary in these fast-changing times.
David Rubin, senior vice president, audience and brand, The New York Times, said: “‘The Daily’ has become so popular and beloved by its listeners because it provides an understanding of the news that they can’t get the same way elsewhere. Host Michael Barbaro and the show’s producers work tirelessly to provide a thoughtful and human look inside the important stories of the day. The richness of their report hooks listeners instantly and draws them to tune-in every day. And, ‘The Daily’ is a great example of what makes The New York Times journalism special, unique, and worth paying for. Our marketing campaign aims to capture the uniqueness of that reporting and to introduce ‘The Daily’ to even more people who are looking to make sense of all that’s going on in the world right now.”
The Times also debuted a reimagined audio experience for podcasts on NYTimes.com: a richer, more visual home for “The Daily” and all of its audio shows, offering listeners a more useful extension of shows that feature related content and seamless access to show archives.
“The Daily” is available on NYTimes.com, via “The Daily” feed on Apple Podcasts and wherever podcasts are available, and on public radio stations nationwide.
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