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

Advertising Age, June, 1998 by Kerwin, Ann Marie

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 introduction, Mr. Sulzberger said the Times wanted to wait to add color until it could be done at "the level of quality expected of the Times." The paper did not want to lose any brand equity because of a...

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