THE MARKETING 100: 'THE NEW YORK TIMES': ARTHUR SULZBERGER JR.

Advertising Age,  June, 1998  by Kerwin, Ann Marie

Tags: Gray Lady, marketing, New York Times Co.

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Reliabilty, quality and consistency are attributes long associated with The New York Times. So what happened when Chairman-CEO Arthur Sulzberger Jr. added two new sections and color to the 102-year-old "Gray Lady?"

When the newspaper unveiled its first major redesign in 20 years and introduced color in September, it backed the launch with a new national TV and print advertising campaign from Bozell, New York. The tagline, "Expect the world," mirrors Mr. Sulzberger's mantra that the paper should meet reader's expectations of the Times.

At the time of the ...

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