NY Times Going After Google?

From Marketwatch

Scream 2 full


“Speaking to analysts during a conference call, Martin Nisenholtz, senior vice president of digital operations, said it was more difficult for NYTimes.com to command premium ad rates for display ads during the quarter. As a result, the site will be increasingly designed for cost-per-click ads during 2009, Nisenholtz said.”

The NY Times moving into CPC? Doesn’t sound like a good idea to me. NY Times has a quality-content formula and deep experience in selling premium display advertising to major brands; that’s a segment of the media and marketing sector in which it could and should be a leader. The direct response CPC business requires a different set of muscles (and technologies) that I don’t think NY Times has.

When you’re losing in game you ought to win, I’m not sure the best move is to take up a new sport that’s heavily dominated by Google.

(Disclosure: The NY Times is an investor in Federated Media.)

Jack Squad on dvd

UPDATE 1/29/09: Clarification from PaidContent

Dark Reel move

, it’s About.com rather than NYT proper that is moving toward CPC:

“Martin Nisenholtz, NYTCo’s SVP for digital operations, said that with display looking particularly weak at About.com, the company would begin a site redesign that’s intended to reduce its exposure to display. Instead, cost-per-click is a growing category for About, and the redesign would try to exploit that more.”

  1. # James said: January 28th, 2009 at 11:22 am

    The NYT is a train wreck. Those guys are clueless over there on both the print and digital teams.

  2. # Pete Spande said: January 30th, 2009 at 6:13 am

    Completely agree. The best business advice I ever received was “look for the unfair fight.”. This is more like entering a lion’s den looking for a meal.

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