The New York Times April 2017

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1 The New York Times April 2017

2 Our History The New York Times has been unrivaled in its investment in original, quality, journalism for over 164 years.

3 A Truly Global Media Brand 3

4 Digital Leadership Quality 1,300 journalists; 300 photographers 300 developers Credibility 119 Pulitzers Trust When competitors cite news organization, over 50% cite NYT Commitment $978 subscription print/digital $195 - $455 digital only Authority Largest Pay Model for Journalism in the World

5 We are Relevant & Influential

6 Trustworthy News More than ever, global audiences are looking to The New York Times as their source for trustworthy news.

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8 Print & Digital Subscribers Paid Digital & Print Subscribers Digital Only Subs $195 - $455 Print + Digital Subs cost $978 This support from readers is allowing us to create world-class, cutting-edge forms of journalism. Source: NYT Internal Data

9 The Newspaper U.S. 2.3MM U.S. Weekdays Print Readers $162K U.S. Weekday Print Readers Median HHI 3.8MM U.S. Sunday Print Readers $170K U.S. Sunday Print Readers Median HHI International 230K European Print Readers $147K European Median HHI 208K Asia Print Readers $302K Asian Median HHI Source: MRI Doublebase IPSOS Affluent Survey Spring 2016; Ipsos Affluent Europe 2016; BE Asia 2015

10 Digital Access Subscription Growth Q4: +250k subscribers 1,800, million 1,350,000 1,332,000 1,161,000 1,212, , , , , , , , , , , , ,000 1,094,000 1,041, , , , , , , ,000 0 Q Q Q Q Q Q K +66K +64K +55K +57K +74K +36K +23K +28K +33K +39K +32K +44K +35K +47K +33K +51K +53K +67K +51K +120K +250K Source: Internal data

11 Global Digital Users 172 million Digital Users Reached Every Month Source: Google Analytics January 2017; Growth compared to January 2016

12 Global Digital Users North America Latin America Europe MEA APAC 135 MM Unique Users 25% GROWTH 4 MM Unique Users 2% GROWTH 17.6 MM Unique Users 23% GROWTH 3.3 MM Unique Users 8% GROWTH 11.6 MM Unique Users 40% GROWTH Not just in the U.S. but all around the world Source: Google Analytics January 2017; Growth compared to January 2016

13 NYT Global Investment 13 All this before we decided to double down on International Presence MM Invested in Global Expansion Over Next 3 Years

14 Our Mission Audience At The New York Times Travel is not just aspirational: Our readers have the means to turn dreams into reality.

15 Editorial that transports readers to another world

16 Our Audience Our Readers Love To Travel Asia 78% Enjoy going to newtravel destinations Source: Ipsos Afflluent USA Fall 2016; Ipsos Affluent Europe 2016; GBI Asia 2016; Total Brand Europe 80% Value exploration and discovery US 82% Agree travelling internationally helps them learn about other cultures

17 Our Audience Travel Expenditure 38% Of NYT Asian readers spent $3,000+ on a holiday in the last 12 months Half Of NYT European readers spent 2,000+ on a holiday in the last 12 months $204 Billion NYT US readers total spend on travel in the past year Source: Ipsos Affluent USA Fall 2016; Ipsos Affluent Europe 2016; BE Asia 2015; Total Brand

18 Our Audience Frequent Flyers: 5+ air trips in the last year Asia Europe US 2 in 3 3 in 4 1 in 2 Source: Ipsos Affluent USA Fall 2016; Ipsos Affluent Europe 2016; GBI Asia 2016 * 2,000+ per person

19 Our Audience First Class Travellers Asia 76% Europe 41% US 34% Source: Ipsos Affluent USA Fall 2016; Ipsos Affluent Europe 2016; GBI Asia 2016

20 Our Audience A Hotel Is Our Readers Office: Total Hotel Nights For Business/Leisure in the last 12 months Asia 12 million Europe 98 million US 387 million Source: Ipsos Affluent USA Fall 2016; Ipsos Affluent Europe 2016; Ipsos Affluent Asia 2016

21 Our Audience Adventure Seekers Asia Europe US 2 in 5 NYT readers went on an adventure holiday in the last 12 months 1 in 5 NYT readers went on an adventure holiday in the last 12 months 2 in 3 NYT readers went on an adventure holiday in the last 12 months Source: Ipsos Affluent USA Fall 2016; Ipsos Affluent Europe 2016; Ipsos Affluent Asia 2016

22 Our Audience 22 Culture Vultures Asia 2 in 5 NYT readers are interested in culture/history Europe 2 in 3 NYT readers are interested in culture and arts US 4 in 5 NYT readers are interested in culture and the arts Source: Ipsos Affluent USA Fall 2016; Ipsos Affluent Europe 2016; Ipsos Affluent Asia 2016

23 Our Mission We are Innovation

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26 Our Audience Engagement Minutes/Average Time on Page January 2017 Source: Google Analytics January 2017

27 Our Mission The New York Times is advancing the frontier of storytelling and re-imagining how journalism can be experienced.

28 Reinventing Advertising

29 Distributing Your Content Why Flex Frame? - Large & responsive mobile unit. - Seamless user experience - In-stream editorial content. - High impact : 75% of mobile screen Attention grabbing premium format - Fully customizable - Newsroom-inspired formats - Audience Targeting

30 Flex Frame Performance Flex Frame has a far stronger performance..43%ctr.75%ctr

31 Flex Frame Performance Flex Frame has a far stronger performance. Desktop.96% CTR.62% CTR Flex Frame 970x250.36% CTR 300x600.13% CTR 728x90 / 300x250

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34 T Brand Studio T Brand Studio is the brand marketing unit of The New York Times. We create content and experiences that spark imagination and influence the most influential audiences around the world.

35 Our Evolution Social Our studio now comprises close to 100 people globally: Producers (16) Designers (20) Editors (10) Videographers (5) Developers (7) Photographers (2) Creative strategists (32) Creative services team (4) Audience development (5) White Label Native Advertising We operate across 4 different time zones: Always- On In Paris, we have set up a dedicated luxury team. *New office being built in Hong Kong Story Mining

36 Paid Post Case Study: UBS Examining the emotional side of artificial intelligence, T Brand Studio partnered with UBS to develop a Paid Post that explores a world of experts who are making progress and developments in replicating human traits in AI. The Paid Post opens with Rose, an AI chatbot designed to simulate conversation with a human. It also includes an interactive timeline, Q&A with experts, photography and video. Click here for Paid Post

37 CASE STUDY: LUXURY Cartier In celebration of the grand reopening of the Cartier Mansion in New York City, T Brand Studio produced a stunning time-lapse video. The film appears alongside animated photography, archival content and a written narrative that, together, tell the story of the landmark Mansion s 99 years on Fifth Avenue. Click here for Paid Post 37

38 CASE STUDY: LUXURY Moët Hennessy Telling the story of the Solar Impulse the longest non-stop solo flight in history, running entirely on solar power T Brand Studio developed an interactive page for Moet Hennessy with a well-researched article, animated infographics and artwork to increase awareness of the initiative. The Paid Post launched the week of the plane's landing in New York. Click here for Paid Post 38

39 CASE STUDY: BANKING/ FINANCE BNP Paribas BNP Paribas wanted to demonstrate its expertise in top-level business and entrepreneurship, using results gleaned from its Global Entrepreneur Report We created a highly visual quiz based on the results of the report, which graded participants' answers in terms of how well suited they were to become an elite entrepreneur. Each answer also includes a detailed explanation of its significance, along with a graph drawn from BNP's report findings. Click here for Paid Post 39

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41 Content That Resonates 1:35 Mins+ average engagement time on NYTimes.com branded content pages 57% would share branded content 88% of unique visitors completed one of Paid Post videos Source: Chart Beat

42 Award Winning Content

43 Embracing Experiential Marketing: Fake Love In our commitment to furthering our creative capabilities, the NYT has recently acquired Fake Love, an experiential marketing agency that crafts award-winning creative work. Fake Love gives us the ability to offer experiential, VR and AR stand alone services, or as part of an NYT media program. Insert the video FL slide 4 Small Agency of the Year

44 Social Influencer Campaigns: T Brand Talent The most effective way to tell your brand s story on the social web? Let someone else tell it for you. T Brand Talent offers advertisers influencer-centered social campaigns at scale. Their influencers are best in class when it comes to creating authentic, original social content across multiple social platforms.

45 NYT Virtual Reality NYTVR Awarded 2016 Mobile Cannes Lion Grand Prix 21MM Cross-platform Streams Since Launch 6+mins Average Engage Time 1MM NYTVR App Downloads Since Launch 1.3MM Google Cardboards Distributed Source: Google Analytics October 2016

46 T Magazine T Magazine explores the worlds of fashion, style, design, art and travel through the prism of contemporary culture and with a dedication to the highest standards of quality. Acclaimed writers, photographers and stylists create pages of sophisticated beauty that delight, inspire and stimulate conversation and decision-making. Our discerning readers engage with and respond to the extraordinary world they find throughout the pages of T.

47 T : Content That Speaks To Readers 4MM Affluent U.S. Adult Readers 927K Millenial U.S. Affluent Readers $179K Median HHI Affluent Readers Source: IPSOS Affluent Survey Spring Print represents T Magazine Publisher s prototype

48 T Magazine T Travel: Luxury Travel and Lifestyle Twice yearly, T devotes an issue to travel, investigating rarified places and exquisite experiences as intrepid writers cross borders and time zones to explore unfamiliar territory in even the most familiar places. With a focus on the pleasures of various kinds of trips and the meanings of different destinations, our travel issue will transport readers and inspire wanderlust for places near and far

49 T Magazine T Style Calendar 2017 INTL 18th Feb: Women s Fashion 4th March: Men s Fashion 15th April: Culture 20th May: Spring 10th June: Summer 2nd Sept: Women s Fashion 23rd Sept: Men s Fashion 21st Oct: The Greats 11th Nov: Winter 2nd Dec: Holiday US 19th Feb: Women s Fashion 5th March: Men s Fashion 26th March: Design 23rd April: Culture 21st May: Summer Travel 20th Aug: Women s Fashion 10th Sept: Men s Fashion 24th Sept: Design & Luxury 22nd Oct: The Greats 12th Nov: Winter Travel 3rd Dec: Holiday

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