Campaign Chemistry Campaign Chemistry: The New York Times global chief advertising officer Joy Robins
While The New York Times has arguably been one of the biggest success stories in the great pivot to subscription revenue, advertising still plays a significant role in its business. In fact, the two businesses fuel each other, as The Times is able to tap into its massive subscriber base to create better and more targeted advertising opportunities.
Joy Robins joined The Times in spring 2023 to lead the storied publication’s advertising business. Since then, she’s led its push to launch ads on more of its properties, such as The Athletic and within Wordle, and has incorporated generative AI into The Times’ first-party targeting and brand suitability tools to add more nuance to parameters.
In this episode, Robins also chats about how The Times balances the objectives of its subscription business with those of advertisers and shares her thoughts on the state of the media ecosystem.
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