The Rebooting Show How the NYT makes subs and ads work together
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Nov 11, 2025 Joy Robins, Chief Advertising Officer at The New York Times, shares insights on blending subscriptions and advertising effectively. She reveals how a subscriber-first approach enhances engagement, trust, and valuable data for advertisers. Joy discusses the expansion into lifestyle products like Cooking and The Athletic to attract diverse marketers. Video is highlighted as a pivotal focus area, while innovative print strategies continue to thrive. She also touches on the role of generative AI in enhancing targeting and sales productivity, showcasing a modern media landscape.
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Subscriptions Improve Ad Quality
- A subscriptions-first strategy strengthens advertising by creating engagement, trust, and better data signals.
- Joy Robins says those subscriber relationships let the Times target more precisely and deliver higher-value ads.
Scale And Precision Together
- The New York Times can deliver both massive scale and precise targeting using first-party data.
- Robins says this dual capability lets the Times serve broad campaigns and niche advertiser needs alike.
Lifestyle Products Expand Demand
- Lifestyle products (Cooking, Wirecutter, Games, The Athletic) expand the Times' advertiser addressable market.
- Robins argues the New York Times brand credibility makes these non-news surfaces attractive to new categories of advertisers.