These Times Demand a New 'Times' Ad Campaign
"It's about the journalism. Period. End of story." That's the motto for the New York Times' bold new branding vision, along with a revivification of 1980s slogan "These times demand the Times." Both replace the more grandiose "Expect the world," which really is too much to expect from just a little ol' newspaper. Vanity Fair's Michael Wolff may have been hating on the NYT a little harshly of late, but we have to share his confusion as to why the NYT would need a branding campaign, since the brand (as opposed to say, the journalism) is pretty unassailable in the sphere of daily newspapers. Anyway, if you feel the need to get reacquainted with the brand, enjoy the ad campaign's very own website (including a reverse-time TV spot that features a woman regurgitating part of an apple). NYT crossword master Will Shortz even gets his own little site-segment, where he regrettably does not say "It's about the sudoku. Period. End of story."
