return Home

[Congress Q&A] The New York Times News Service: from WWI ‘war wire’ to rich, multi-media content today

NYTimes ()

Started during World War I, The New York Times News Service and Syndicate today offers partners rich multi-media content across a range of verticals and in several languages from not only The New York Times but also other premium content sources such as Harvard Business Review, National Geographic, Slate, The Economist, Meredith and more.

We asked Alice Ting, vice president of brand development, licensing & syndication at The New York Times, to tell us more about the history of the service, how it’s evolved over the years and how other publishers can benefit from the content it has on offer. 

The New York Times News Service and Syndicate will be at the 41st FIPP World Congress in London, from 9-11 October this year, where you will have the opportunity to meet the team, learn more about the service, discuss ideas and/or simply share thoughts on the state of the media industry.

Alice Ting ()

Above: Alice Ting, VP of brand development, licensing & syndication at The New York Times

Tell us about the origins of The New York Times News Service and Syndicate?

The New York Times News Service originated during World War I when a Times correspondent filed dispatches via cable from the front lines that came to be called the “war wire.” In the late 1940’s, the News Service expanded throughout the US, delivering its content via The Chicago Tribune Press Service; the US operation was brought in-house in the 1970’s. During that time, it was expanded into Canada, Europe, Asia and Latin America and went on to become a worldwide syndication agency for brands beyond our own — thus was born The New York Times News Service & Syndicate.  

How has the service changed over the years, with specific thought to the impact of (a) new channels for storytelling and (b) new forms of storytelling?

As journalistic storytelling has evolved, we’ve developed varied ways to bring Times content to our clients. The changes are visible not only in large multimedia projects (Snowfall was one of our first), but also in the everyday report, where visual journalism, data and analytics, mobile-first content and live blogging have provided new and compelling ways to inform. At the News Service, we also package evergreen pieces that still resonate today, such as recipes, guides and how-to’s for readers in search of practical information and tips. Our aim at the News Service and Syndicate is to inform broadly, which means content in many formats and forms: in-depth analyses, briefs, bulleted and snackable lists or daily briefings, long-form journalism, visual reporting, social videos, guides and podcasts. 

 

Above: Video from Snowfall multimedia project

The New York Times is well known for its news journalism, but produces so much more on a day-to-day basis. For those wanting to think about working with you, (a) which types of topics are covered and (b) can you share insight on some of the most popular topics in your bouquet?

Readers come to us for more than just news — they come to us for thoughtful analysis, data, visuals and entertainment, too. We see ourselves in a service role, not only helping information seekers to understand the complexities of the day’s news, but also giving suggestions on what to see, eat, read, do and buy now. That is why the News Service and Syndicate content goes beyond the news, opinion and analysis categories and into health and wellness, food, fashion, culture, styles, technology and personal finance.

We also develop packages for special events, like the US presidential election and the Olympics. In the magazine realm, we license T: The New York Times Style Magazine, around the world in multiple languages, and we have developed an original magazine we call Turning Points, which is a year-ahead look at global issues from recognized voices and thought leaders. We also develop bespoke publications like The New York Times International Weekly, a co-branded supplement that is inserted into major publications around the world.

You also offer content from other brands as part of your overall service. Tell us more about these content providers?

We introduce The New York Times brand and content to global audiences through syndication, licensing and the creation of products and services. But we also distribute content from other editorially respected sources, such as The Harvard Business Review, National Geographic, PolitiFact, Slate, The Economist, Prospect, Worldcrunch, Der Spiegel, Martha Stewart Living, Meredith and Health Day. 

In the recent report on The New York Times’ path to 2020 (Journalism that stands apart), one of the topics under discussion is the approach to feature content – including a richer, more digital mix of journalistic forms. How will your content partners benefit from innovation in this area?

Our clients benefit from content that engages readers, attracts advertisers and helps publishers become a part of the daily habits of their readers — all of which is possible through the wide suite of products we represent. 

For example, we recently launched a print and digital Life/Style service to capture ideas and trends for smarter living — a vertical that appeals to readers looking for practical information and to advertisers wanting to be adjacent to it. The section, which can be produced as a co-branded supplement in print and online, surfaces the best and most meaningful experiences, trends, recipes, reviews, recommendations and tips.  

NYT2020 ()

Within this vertical you’ll also find a rich menu of cooking content, which provides publishers with in-depth guides and videos on mastering the fundamentals in the home kitchen. Publishers can leverage this content to build their own food sections and to create a stunning multiplatform experience — a resource that readers will turn to time and time again, making it an ideal atmosphere for advertisers. 

While on the topic of innovation, The New York Times has won several accolades for its developments in the area of virtual reality storytelling. Do you include any of this content with your services or, if not yet, are there plans to include it?

VR is very new for us. It is currently not available to clients, but we are evaluating whether and how to offer it in the future. 

From your experience working with third party content partners around the world, what lessons can you share in terms of how to think about The New York Times News Service and Syndicate content within a brand’s wider content mix? 

The New York Times News Service and Syndicate is meant to be a supplement to a client’s own content — a way to get first-class journalism and service material that an individual publisher may not be able to produce on its own. We have content in virtually any vertical you could name, and clients can choose how best to enhance their own coverage. The value of syndicated content — whether from The Times or our content providers — is providing readers with high-quality information from a diverse array of respected sources without the investment needed to produce that content in house. Publishers looking to expand coverage or create new verticals and magazines, or build out a mobile or social strategy, can strategically use syndicated content to reach new audiences and advertisers. 

In which languages do you offer the service?

We offer selected content in English, Spanish, Portuguese, Chinese and Arabic.

You will be at the 41st FIPP World Congress in London in October. Tell us more about your expectations and objectives for the event?

We strongly believe that quality journalism attracts quality audiences (and, thus, advertisers) and we look forward to meeting like-minded companies that share our belief. Toward that end, please stop by our booth to chat. We are not just interested in selling; we’d also like to know more about your business and how you’re doing in this unsettling time. 

Congress 2017 horizontal ()

The New York Times News Service and Syndicate will be at the 41st FIPP World Congress in London, from 9-11 October this year. Meet the team there.

 

More like this

Lessons from The New York Times on virtual reality

100m online readers and counting: The New York Times CEO on why quality content and uncompromising coverage matters

How The New York Times brings the audience inside with Times Insider

Hearst and The New York Times: emphasis on subscription business

  • Behind Time magazine covers: a Q&A with DW Pine

    Chronicling the nation’s issues, events and history as it happens, Time magazine shies away from nothing and creates emotional impact in an instant. Time magazine is known for its iconic covers, something D.W. Pine, Time’s creative director, recently called “one of the most iconic pieces of real estate in journalism.”

    14th Jan 2019 Features
  • Rob Ristagno, founder and CEO of Sterling Woods, on the power of membership programmes

    At a time when media companies are seeking to find alternative sources of revenue to advertising, membership programmes have taken centre stage. Over the past couple of years we have seen The New York Times, The Guardian, Politico and others enjoy huge success in monetising readers in this way.

    14th Jan 2019 Features
  • How Thomas Cook resurrected a print magazine that died in 1939

    One of the greatest successes born from the new Thomas Cook Media and Partnerships division within the Thomas Cook travel agency was the rebirth of the printed magazine, The Excursionist, originally founded in 1851. Speaking at FIPP Insider in London, Ed Marr, group head of commercial publishing, media and partnerships at Thomas Cook Group, explained how an integrated multi-channel media offering within the holiday retail company made this possible.

    14th Jan 2019 Features
  • How Beano used data and insight to give digital life to a print brand kids love

    The longest running British children's comic magazine, Beano, has gone through a huge revolution in the past two years transforming itself from a purely print magazine into a global digital platform. At the recent FIPP Insider event in London, Hayley Granston, commercial MD, Beano Studios, UK, explained how they used data and insight to reinvent the iconic British brand for today’s tech savvy kids.

    10th Jan 2019 Features
  • How Italy’s most successful cooking website went multi-platform - all the way to print

    Spinning off a monthly print magazine in 2017 to create an additional revenue stream for Italy’s hugely popular cooking website, Giallo Zafferano, was such a significant success that it sold 2.5 million copies in the first year, says Daniela Cerrato, head of digital product marketing of the Italian magazine division at Mondadori Publishing Group.

    7th Jan 2019 Features
  • Magazine media M&As - what happened in 2018 in review

    In this industry, change is constant. Though, over the last number of years, we've seen increasing numbers of mergers and acquisitions on the media landscape. 2018 was no different, with magazine media marketplaces restructuring, consolidating and diversifying. 

    7th Jan 2019 Features
  • Behind Time magazine covers: a Q&A with DW Pine

    Chronicling the nation’s issues, events and history as it happens, Time magazine shies away from nothing and creates emotional impact in an instant. Time magazine is known for its iconic covers, something D.W. Pine, Time’s creative director, recently called “one of the most iconic pieces of real estate in journalism.”

    14th Jan 2019 Features
  • How Thomas Cook resurrected a print magazine that died in 1939

    One of the greatest successes born from the new Thomas Cook Media and Partnerships division within the Thomas Cook travel agency was the rebirth of the printed magazine, The Excursionist, originally founded in 1851. Speaking at FIPP Insider in London, Ed Marr, group head of commercial publishing, media and partnerships at Thomas Cook Group, explained how an integrated multi-channel media offering within the holiday retail company made this possible.

    14th Jan 2019 Features
  • The Atlantic launches "Unthinkable": 50 Writers. 50 Essays. 50 moments that define the Trump presidency

    As we near the midpoint of the Trump presidency, The Atlantic has cataloged the 50 most norm-bending moments of the administration, analysed by 50 of The Atlantic’s writers and contributors. The digital report, “Unthinkable,” enumerates the incidents that would have been unimaginable under most any previous US president, Republican or Democratic.

    14th Jan 2019 Industry News
Go to Full Site