In Gritty New Ads, The New York Times Details the Slow Burn Behind Its Investigative Journalism

'The truth is worth it,' the newspaper says in 2 new spots

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The New York Times has unveiled two new ads highlighting the importance of investigative reporting and how two deeply researched NYT stories—one about the number of children separated from their families at the border and the other about the Trump family’s tax schemes—were reported.

The campaign, created by agency Droga5, will appear across TV, streaming services, online and print.

“We think this is a compelling way to try to show all the work that goes into journalism,” said David Rubin, svp of audience and brand at The New York Times.

Each ad gives a glimpse of the reporting process, featuring the voices of some of the reporters who did the work.



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