Its game is a game of crossover: Moving from a world that is still print-centric to one that will be mainly digital within the next several years.
While digital disruption has afflicted newspapers for more than a decade, it’s the next five years that will spell crossover success or failure.
One example of its push to make it: T Brand Studio. That is the Times’ fast-growing native advertising unit, now serving the needs of 50 big brands like Cole Haan, Goldman Sachs and Shell. In a nutshell, the Times, like Time Inc., Buzzfeed and Hearst, now uses its storytelling chops of behalf of advertisers, who want their stories told in ways that match the richness of the new digital medium.
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For now, though, it’s the older generation — chairman and publisher Arthur Ochs Sulzberger, Jr. and his cousin Michael Golden — working with Thompson, who lead the crossover, testing each step forward with the knowledge of how precarious their journey remains.
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