The New York Times

Iconic newspaper publisher expands creative production capabilities

SOLUTION

Display Ad Production

SERVICE

Creative

VERTICAL

Publishing

THE CLIENT:

Venerable news organization

Dedicated to helping people understand the world through on-the-ground, expert and deeply reported independent journalism, The New York Times has more than 150 million readers across the globe. It’s one of the world’s most respected sources of news, with 130 Pulitzer Prizes — more than any other newspaper. The New York Times also publishes an international edition of its flagship paper that’s tailored for global audiences. 

THE CHALLENGE:

Better creative to help increase revenue

The New York Times recognized that higher-quality and higher-impact creatives would be needed in order to grow their advertising revenue and offer clients what they wanted. The challenge was that demand was variable, internal talent was not fully utilized, turn-around times were short and up-to-date knowledge of the latest creative platforms were needed. The New York Times wanted a true partner that would act as a flexible extension of their team.

THE SOLUTION:

A dedicated and expert creative team, working on a flexible model

Theorem’s creative production department combines a deep knowledge of market tools with an unrivaled understanding of the publishing business. We created a dedicated production team to fully integrate with The New York Times’ existing teams. We then enhanced their existing processes with the creation of refined workflows and bespoke templates to speed up turnaround time. To allow costs to be controlled in line with fluctuating budgets, we worked with the publisher to provide a dynamic tier-based pricing model.

THE IMPACT:

Taking away the production headache allows the NYT to focus on selling

The New York Times’ teams are now able to sell more and service their clients more effectively, while Theorem covers all the creative production work in the background. The flexible pricing model allows them to ramp up or down according to the seasonality of their sales cycle. Our knowledge of the creative tools in marketing frees up time for the publisher’s teams to focus on higher-level tasks. 
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