The Problem
The New York Times has neglected its commitment to truth in favor of a false neutrality that obscures facts, confuses readers, and undermines the paper's credibility. To regain the credibility essential to the brand, The Times must reposition all of its actions in pursuit of truth.
The New York Times will carry the
“Weight of the Word.”
This commitment to rigorous discipline will create clarity and trust in an era
of rampant misinformation. And in upholding the paper’s foundational role as the the fourth estate, the first three estates are its core audience segments
Audiences
Government
Setting the Record Straight, begins with what can be launched quickly: editorial updates, leadership changes, and The launch of the Every Word Matters campaign across print, digital, and social.
Building the Platform, introduces new tools that require backend integration and improved user experience. While more complex than Phase One, these are faster to implement than the long-lead initiatives in Phase Three.
Launches include Past Tense, Behind the Byline, and Counter-Feed.
Readers
Widening the Lens, expands reach and representation through the Local Network, The Open Books Project, and Future Tense. These initiatives take the longest to build, but they lay the groundwork for lasting change.
3 Activation Territories
Deepening Insights
The first territory deepening insights, helps readers see beyond their current point of view and offering deeper insights.
Expanding Access
The second focuses on expanding access, ensuring that truth is available and visible to a wider audience.
Amplifying New Voices
The third territory, Amplifying new voices, creates space for more diverse voices finding truth in culture.
Activation 1
Deepening Insights
Behind the Byline
‘Behind the Byline’ pulls back the curtain on the journalistic process, revealing both the work and the people behind it. Through features including reporter voice notes, annotations, and sourcing details, readers gain insight into the reasoning and integrity behind each article.
Past Tense
Past Tense is an archival tool that uses AI-powered data mining and pattern recognition to link today’s events to historical precedents giving readers richer insights into the issues shaping our world.
Activation 2
Expanding Access
The Local Network
‘The Local Network of The New York’ Times aims to broaden the scope of truth-telling and access by extending the Times' resources to underserved regions. This initiative champions overlooked communities, guaranteeing their vital local perspectives are no longer absent from the national record.
Open Books Project
Book bans are on the rise across the United States — targeting titles that explore race, gender, and identity. These bans affect young readers, cutting off access to stories that expand their understanding of the world.
The New York Times will respond with The Open Books Project — an initiative to preserve access to challenged books and support the freedom to read.
Activation 3
Amplifying New Voices
Future Tense
At a time when many young people report a sense of disconnection from traditional news, The New York Times will create Future Tense - a new section and quarterly publication built for and with Gen Z.
The section will connect to young readers through formats and language that are native to them, and cover topics that resonate, including mental health, identity, climate, and technology.
Cultural Residency
The Times Cultural Residency brings artists into the newsroom for 13 weeks to create multimedia companions to major stories. These works offer cultural interpretation that challenges how readers engage with the news.
The residency will have a dedicated section on the New York Times website, with potential for in-person exhibitions.
Launch Strategy
The rollout of this new positioning is structured in three phases that balance immediate visibility with long-term impact.
Phase 01: Setting the
Record Straight
Setting the Record Straight, begins with what can be launched quickly: editorial updates, leadership changes, and The launch of the Every Word Matters campaign across print, digital, and social.
Building the Platform, introduces new tools that require backend integration and improved user experience. While more complex than Phase One, these are faster to implement than the long-lead initiatives in Phase Three.
Launches include Past Tense, Behind the Byline, and Counter-Feed.
Phase 03: Widening the Lens
Widening the Lens, expands reach and representation through the Local Network, The Open Books Project, and Future Tense. These initiatives take the longest to build, but they lay the groundwork for lasting change.
The campaign showcases the rigor behind the paper, affirming that The New York Times understands truth emerges through process and clarity.
