How The New York Times Is Winning in Advertising (While Everyone Else Struggles)

Most media companies are fighting declining advertising revenue.

The New York Times is moving in the opposite direction.

In this episode of Media Monitor, Kelly and Sean launch a new deep-dive series by examining one of the most successful media businesses today. Using Guideline's advertising intelligence alongside The New York Times' public financial reporting, they break down where the company's advertising growth is really coming from—and why it continues to outperform much of the industry.

Topics include:

• Why New York Times advertising revenue grew 29%
• The role of direct advertising versus programmatic
• How podcast advertising has become a meaningful revenue driver
• Why sports content continues to outperform expectations
• What The Athletic acquisition is contributing
• The surprising return of print advertising
• Why subscriptions and advertising work together
• Lessons publishers and marketers can apply to their own businesses

Whether you're a marketer, publisher, agency leader, or media executive, this episode offers a practical look inside one of the industry's strongest advertising businesses.

Key Takeaways

• New York Times advertising revenue trends
• Podcast sponsorship growth
• Sports media monetization
• Print advertising performance
• Direct advertising strategy
• Subscription business expansion
• Publisher revenue diversification
• Media business strategy

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

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