The New York Times to underline importance of factual news during politically-charged Oscars
The New York Times will use this year’s Academy Awards, predicted to be one of the most politically-charged ceremonies, to premiere a brand campaign underlining the importance of facts and independent journalism.
New York Times moves to prove the importance of fact in an era of fake news
The timely campaign includes a plea to the public to value truth, which is "more important now than ever", and features the publisher's first TV spot in a decade.
It hopes to show that producing quality, independent journalism requires resources, commitment and expertise and that it’s important that people support it. The campaign, created by agency Droga5, was created as a direct response to research administered by The Times that suggested some people are not fully aware of how Times journalism is created.
It marks a significant moment in the current state of journalism in the United States, the future of which has been called into doubt under an administration that has labeled well-established news brands like the New York Times 'fake news'.
The campaign includes national and local TV, digital, social media, outdoor and print advertising.
It will be broadcast for the first time on television this Sunday (26 February) during the Oscar ceremony. It’s the first television advertising The Times has done since 2010 and its first brand-focused television ad in a decade.
Arthur Sulzberger Jr., the publisher of the New York Times said: “At The Times, we have a 166-year history of an adherence to the highest standards in journalism and a sense of mission that propels our approach to how we cover the world. We are committed to properly resourced, tough-minded and independent journalism, delivered without fear or favor.
"In a world where there is so much uncertainty about what is real and what is fake news, we remain steadfastly committed to a search for the truth."