The New York Times must halt its digital advertising decline as a priority, says CEO Mark Thompson, even as he launches another paid digital service.
Advertising, which historically has only ever grown since digital media are themselves growing platforms, fell again by a small amount during the publisher's last quarter.
"We are absolutely determined to get digital advertising back to growth," Thompson tells Beet.TV. "We launched our native advertising product back in January - we have a number of contracts already signed - it could build, over time, to be a significant revenue source for us. We will be innovating elsewhere in digital advertising."
Thompson says "custom solutions" like page takeovers and native advertising are "the highest-value inventory" in the NYT's ad arsenal, but "routine banner advertising" is increasingly being sold by programmatic algorithms because "data is king."
Thompson also unveiled an "express," mobile-only news app, NYT Now, due to launch on April 2 at $8 per month.
He was interviewed by Beet.TV at the FT Digital Media Conference.
You can find this post on Beet.TV.
Advertising, which historically has only ever grown since digital media are themselves growing platforms, fell again by a small amount during the publisher's last quarter.
"We are absolutely determined to get digital advertising back to growth," Thompson tells Beet.TV. "We launched our native advertising product back in January - we have a number of contracts already signed - it could build, over time, to be a significant revenue source for us. We will be innovating elsewhere in digital advertising."
Thompson says "custom solutions" like page takeovers and native advertising are "the highest-value inventory" in the NYT's ad arsenal, but "routine banner advertising" is increasingly being sold by programmatic algorithms because "data is king."
Thompson also unveiled an "express," mobile-only news app, NYT Now, due to launch on April 2 at $8 per month.
He was interviewed by Beet.TV at the FT Digital Media Conference.
You can find this post on Beet.TV.