‘Times’ Campaign Stresses Educational Programs

NEW YORK The New York Times on Monday launches the inaugural campaign for its new Knowledge Network, the umbrella brand name given to the publication’s various educational initiatives.

The print effort is from Bozell, the newspaper’s longtime New York ad agency that is in the process of merging with Interpublic Group sibling Lowe. “We have been very proud of and happy with our relationship with Bozell over the past 15 years, and we are very much looking forward to an equally wonderful relationship with Lowe,” said Alyse Myers, vice president of marketing services for The New York Times.

Full-page print ads, carrying the tagline “Inspiring thought,” feature close-up shots of familiar scholastic objects, like a composition notebook and a stack of books, which convey multiple meanings. One ad, for instance, focuses on the pigskin of a football and bears the copy, “Alma mater. Physical therapy. Exploitation. Role models.” Another showcases a standardized test form and copy that reads: “Standards. Sleep deprivation. Chaos theory. Study skills.”

The executions aim to underscore the newspaper’s commitment to enhance student learning through increased understanding of everyday events. Since 1932, classroom educators have used The New York Times as a learning tool for students, and today, online educator and student-parent resources are available at nytimes.com/learning and nytimes.com/college.

The campaign, which targets anyone who is interested in education from teachers and students to parents and advertisers, will run through May 12 in education trade media and on-campus newspapers at many colleges and universities, including Ohio State, Harvard and Notre Dame, among others. It will continue from Sept. 8 through Nov. 3 and will be accompanied by branded, on-campus posters. A special eight-page insert will also appear in the April 8 edition of The New York Times.

The Knowledge Network push resembles the newspaper’s campaign last year, which also focused on close-up shots of thought-provoking images, like fishnet stockings and camouflage, and encouraged readers to “Look deeper.”

“The visuals are very interesting to look at,” said Myers. “It was a natural evolution to talk about our educational offerings in this environment.”

This is the last NYT campaign from Bozell creative director Jan Jacobs, who left the shop last month. Jacobs worked on last year’s effort, as well as the award-winning New York Times campaign that superimposed post-9/11 images over Norman Rockwell art.