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NY Times online ad model mimics print ; New `surround sessions' let marketers tell a story through sequential advertisements.(New York Times Digital launches online ad format Surround Sessions)(Brief Article)
B to B, December, 2001 by Maddox, Kate
Aiming to give advertisers a model that approaches traditional media, New York Times Digital last month introduced Surround Sessions, a new online ad format that is based on sequential advertising.
The model was developed after the publisher recognized clients' need to move away from impression-based advertising, said Craig Calder, VP-marketing at New York Times Digital, the online division of The New York Times.
``We felt the current impression-based model wasn't leveraging the quality of NYTimes.com to its fullest,'' Calder said. He added that the publisher held a series of focus groups with media buyers to find out why it was sometimes falling off the media buy schedule.
``They thought our site was great, but often we didn't perform as...
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