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Times Company Digital has issued guidelines to agencies pitching its $40 million account, illustrating a desire to emphasize its heritage and to focus heavily on its NYTimes.com brand.
Times Company Digital, the umbrella unit for six Net brands of The New York Times Co., will make a decision Feb. 28; a campaign is expected in April. The brands, which include NYTimes, NYToday.com, WineToday.com and GolfDigest.com, and possibly Abuzz.com and Boston. com, will be marketed to “upscale” English-speaking adults ages 25-54.
TCD here said it hopes to attract potential advertisers and investors to the sites.
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