New York Times turns to war zone to escape digital battle

How do you make print relevant in a digital world?

The New York Times – the celebrated “old gray lady” – is about as distinguished a newspaper brand as there is but even it’s struggling to find new sources of revenue as print advertising dries up.

It’s enlisted Droga5 to help (sensible move) and here’s its latest effort featuring NYT photojournalist Bryan Denton in a war zone.

It’s well done and we all should understand the risks (and expense) “proper” journalists and their employers incur to bring us the inside track on important, sometimes dangerous events.

Is it enough to make us dig into our pocket for a subscription. Doubt it.

MAA creative scale: 6.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.