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| New York Times to set up London team focusing on native ads | New York Times to set up London team focusing on native ads |
| (about 1 hour later) | |
| The New York Times is setting up a dedicated creative team for its ‘paid posts’ in London in a bid to attract more international clients. | The New York Times is setting up a dedicated creative team for its ‘paid posts’ in London in a bid to attract more international clients. |
| The new international branch of the US newspaper’s T Brand Studios unit will launch next month with four staff, led by Kaylee King-Balentine, who currently oversees the studio’s video operations. They will be supported by T Brand staff in New York, but will handle client relations and editorial decisions. | The new international branch of the US newspaper’s T Brand Studios unit will launch next month with four staff, led by Kaylee King-Balentine, who currently oversees the studio’s video operations. They will be supported by T Brand staff in New York, but will handle client relations and editorial decisions. |
| NYT advertising innovations senior vice president Sebastian Tomich said that international expansion was seen as vital to the New York Times’ native advertising and content marketing push. | NYT advertising innovations senior vice president Sebastian Tomich said that international expansion was seen as vital to the New York Times’ native advertising and content marketing push. |
| Since the beginning of last year, the NYT has rapidly built a team focusing on ads that use content that mimics the editorial produced by its journalists, such as its feature on women prisoners promoting TV series Orange is the New Black. The team now has 37 people and has created 70 campaigns for 60 advertising clients. | Since the beginning of last year, the NYT has rapidly built a team focusing on ads that use content that mimics the editorial produced by its journalists, such as its feature on women prisoners promoting TV series Orange is the New Black. The team now has 37 people and has created 70 campaigns for 60 advertising clients. |
| “The sky’s the limit in terms of our ambitions,” said Tomich. “We would love to have a nine-figure content marketing business and international will play a key role in that so the first step was opening an office and we’ll grow from there.” | “The sky’s the limit in terms of our ambitions,” said Tomich. “We would love to have a nine-figure content marketing business and international will play a key role in that so the first step was opening an office and we’ll grow from there.” |
| King-Balentine said the international unit was expecting a “big chunk” of fashion and luxury clients, but hoped to boost business across a range of sectors. | King-Balentine said the international unit was expecting a “big chunk” of fashion and luxury clients, but hoped to boost business across a range of sectors. |
| “We are looking to grow our business into more business finance, entertainment while we are over there,” she said. “A lot of our US projects have been travel, a lot of finance, and some of our most successful pieces are from the entertainment clients.” | “We are looking to grow our business into more business finance, entertainment while we are over there,” she said. “A lot of our US projects have been travel, a lot of finance, and some of our most successful pieces are from the entertainment clients.” |
| The NYT is the third most popular English language newspaper website by unique visitors after the Daily Mail and the Guardian, according to ComScore’s global rankings. | |
| The newspaper has been building up its team in London, making new hires and moving staff from Paris, where it previously published the International Herald Tribune, which was renamed the International New York Times in 2013. At the end of 2014, it agreed a deal to rent a new 9,000 sq ft office in Bloomsbury expected to be filled with 100 staff over 2015. | The newspaper has been building up its team in London, making new hires and moving staff from Paris, where it previously published the International Herald Tribune, which was renamed the International New York Times in 2013. At the end of 2014, it agreed a deal to rent a new 9,000 sq ft office in Bloomsbury expected to be filled with 100 staff over 2015. |
| “The international business is critical to the Times business as a whole,” said Tomich. “We see it as a major growth opportunity both in local language and our English edition. This is one of the steps the Times is taking to invest in international markets, I am sure there will be more.” | “The international business is critical to the Times business as a whole,” said Tomich. “We see it as a major growth opportunity both in local language and our English edition. This is one of the steps the Times is taking to invest in international markets, I am sure there will be more.” |