Even as the media landscape evolves rapidly, The New York Times’ core mission — to deliver high-quality, trusted news — is non-negotiable.

That was the message from Tusar Barik, senior vice president of marketing at the Times, during the INMA World Congress of News Media in New York. 

Barik emphasised that “journalism remains the company’s guiding principle,” describing it as the company’s enduring North Star. 

Evolving with the Times

To survive and thrive amidst massive shifts in media consumption, Barik stressed the need for constant evolution, particularly in how news is delivered to and engaged with by audiences.

One of the most pressing challenges, he noted, is engaging younger demographics. Rather than leading with revenue, the Times’ approach is to “first meet audiences where they are,” adapting formats and platforms to match how people, especially younger readers, consume content — and allow ad revenue to follow organically from increased engagement.

Central to this evolution is understanding audience behaviour. Barik underscored that The New York Times has survived and flourished by being flexible and responsive: “We survived by evolving with the times.”

This means embracing new formats such as video, which has become a key content type for engagement, as well as games, which have proven to be not only highly engaging for users but also a valuable channel for monetisation.

Barik also introduced the concept of the Portfolio, the company’s integrated content ecosystem, which serves as a “one-stop shop” for consumers. It includes everything from news and opinion to Games and Cooking, broadening how users interact with the brand.

The more touchpoints readers have with the Times, the greater the likelihood they will subscribe, engage, and return — which in turn creates more opportunities for advertisers.

Innovations in advertising

On the advertising side, Barik acknowledged the challenge of aligning brand messaging with an increasingly complex and dynamic user base.

He introduced BrandMatch, a new AI-powered initiative that helps advertisers find the best contextual environments for their campaigns. By using AI to analyse content and user behaviour, BrandMatch allows marketers to place ads in highly relevant and resonant spaces, optimising for both impact and efficiency.

Yet, even with these innovations, Barik emphasised that quality journalism is the foundation of everything: “Our main mission remains delivering high-quality, high-value products,” he said.

Without trusted, credible content, neither audience engagement nor ad revenue is sustainable in the long term. High-quality reporting not only builds loyalty and trust with readers but also ensures that advertising is placed within an environment of integrity, which is increasingly important to both consumers and brands.

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