Moving to the web: NYT brands “All the News That’s Fit to Click”

Posted by Jean Yves Chainon on October 1, 2007 at 1:47 PM

Shortly after closing down its TimesSelect paywall, The New York Times is launching a branding initiative that could be considered anecdotal in the online future, changing its traditional motto into “All the News That’s Fit to Click.”

Research showed that readers thought the content of the print and online edition were the same, a perception the Times would like to change.

“We needed a campaign to show them what's online--like video, slide shows, interactive blogs, and reader comments. There's all this content they don't know about," said Murray Gaylord, vice president of marketing for NYTimes.com.

The marketing campaign was decided before the decision to close TimesSelect, but it ‘coincidentally’ comes at the right time.

The campaign is meant to “drive traffic to the site significantly," said Gaylord.

The Sunday Times debuted the marketing campaign with the motto “All the News That’s Fit to Click.” If the new version sticks around, it certainly is a symbol of the newspaper’s renewed vision for the long term.

Source: MediaPost