The Drum Podcast How subs and ads are transforming the New York Times
12 snips
Dec 4, 2025 
Tusar Barik, Senior VP of Marketing at the New York Times, shares insights from his transition from LinkedIn. He highlights how the Times is embracing a subscription-first strategy, which enhances its advertising capabilities. Tusar discusses the impact of acquisitions like Wordle and The Athletic, and the importance of maintaining authenticity in publishing. He also emphasizes the shift towards direct advertiser relationships balanced with programmatic buying, aiming to enhance reader experience while growing the ad business.
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The Times Is A Diverse Content Ecosystem
- The New York Times is a diversified content ecosystem beyond news, including games, cooking, Wirecutter and The Athletic.
- Tusar Barik argues this portfolio drives scale and deep engagement across audiences valuable to marketers.
Acquisitions That Fit The Brand
- Tusar recounts Wordle and The Athletic acquisitions as strategic fits that expanded audience reach.
- He notes games have historic roots at the Times, citing the crossword from WWII.
Prioritise Subscriptions To Boost Ads
- Build direct subscriber relationships first because subscriptions strengthen the ad business over time.
- Invest in making journalism worth paying for to grow sustainable advertising value.