US: Arthur Sulzberger: New York Times willing to evolve

Posted by Lauren Drablier on October 23, 2008 at 10:47 AM

On Wednesday, October 22, chairman and publisher of The New York Times Company, Arthur Sulzberger Jr. made a speech at the WebbyConnect conference about transformations at the New York Times.

"Our 21st-century news cycle, with its trials and tribulations, feels even more immediate because of our access. It is reasonable to ask: Do we need all this news and information? Do we want all this news and information? Can we tolerate all this news and information?," Sulzberger asked.

He believes that in this day and age people are looking more towards trusted and pragmatic voices. He also advocates an effort to reject "the increasingly frenzied 'apocalypse now, tomorrow, and forever' talk. Quality content matters...trustworthy voices are more important than they have ever been."

Sulzberger sees the current issues in the media industry not as a crisis but as a call for change. "It's important for traditional companies to adopt strategies that enable us to be of the Internet, not on the Internet. There must be an institutional commitment to engage in reinvention, especially as the information revolution picks up steam."

According to Sulzberger, the Times has undergone some new digital projects atypical for most other print media companies. In addition to introducing the bookmarking and sharing service, TimesPeople, the Times will soon launch, TimesExtra which will provide links from other sources across the Web.

Sulzberger believes this demonstrates their willingness to evolve, and maybe even become less reliant on the print edition. He believes that decisions to adapt must be based on what the consumer wants and where they find information, "we must be where people want us for our information. It's the thought of cannibalizing yourself before somebody else cannibalizes you."

Sources: CNet