The Future of News and Advertising

There are people within the New York Times who hold the key to the paper's future, and, likely, that of an entire industry. They aren't accountants, financial analysts, management gurus, or journalists. They don't wear suits to work or spend their time hovered over balance sheets. They aren't paper pushers or talking heads.

They are creative technologists working in the Times' Research & Development Lab. They are reimagining how we experience and interact with content. They are designing new platforms which have the potential to shape how we disseminate, process, and share information for years to come.

They aim to extend the reach of media and advertising. These sharp and innovative minds understand that it's not about where to place advertising ("you can put it anywhere"). The aim is to determine where not to put advertising, culling it to find the best possible solution. It's about designing advertising experiences that make the most sense.

Advertising does not have to be a bad experience for the user. It needs to be relevant without being intrusive. Targeting isn't the whole story. Advertising must be interesting and useful. You need to create a value-added proposition for the user and the advertiser while staying true to the journalistic integrity of the news source. Leverage the information the user is providing you with to deliver an engaging advertising experience that he welcomes.

There is no longer a single conduit to reach the general public, as was the case during the glory days of the newspaper industry. The ability to reach a mass audience with a single ad has disappeared. The greatest value for an advertiser is realized in connecting with consumers on a visceral level without having the experience come across as forced or inauthentic. The answer is in forming partnerships that benefit all parties involved (user, advertiser, and content provider).

New York Times R&D Group: The Future of Advertising from Nieman Journalism Lab on Vimeo.

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