Channels of Distribution- New York Times

Essay by shellymichaelsUniversity, Bachelor'sA, March 2007

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The New York Times Channels of Distribution

News and information is vital to community awareness. Establishing and maintaining credibility in the delivery of news and information is an ongoing task. Capturing new customer use of the New York Times is the focus of the following paper. An overview of strategic multi-platform, multi-channel approach to grow both their national/global Knowledge Audience business and our Local Market business will be presented.

Efforts to expand national advertising include the launching of a series of major editorial innovations at The Times to build upon the success of our strong content. Re-launches include: our Sunday Business section, Real Estate, the Book Review, Culture/Arts and the special Sunday magazines, which will now be branded together as "T: The New York Times Style Magazine."

A newly designed and enlarged Real Estate section offers expanded residential coverage, practical columns for buyers and sellers, and bold color photo spreads.

Another key factor in the successful expansion of real estate advertising revenues has been the web site. The advertising mix revenues breakdown as follows: Retail 14%, Classified 23%, and National 63%. These three categories account for almost 30% of total advertising revenues. The anticipated success of The Times Magazine as well as the launch of the new travelers' magazine "Escapes" will generate additional revenue. It is expected that "T" will be a "must-read for style-conscious consumers" (Robinson, 2005).

A number of major branding campaigns have also been secured, such as PriceWaterhouseCoopers, British Petroleum, Exxon-Mobil, and Tyco with the expectation of continued growth in this area in upcoming months. Additionally the development of the Times's convention and campaign initiative has secured buys or commitments from HBO, Nextel, T. Rowe Price, Paramount, and others.

Turning to Circulation; reported copy gains in March for The Times newspaper for both Daily...