The New York Times Can Now Predict Your Emotions and Motivations After Reading a Story

A new tool, unveiled at the NewFronts, will share those insights with advertisers

Publisher A.G. Sulzberger and Wesley Morris, critic at large, chat at the publication's sixth NewFront. Sara Jerde for Adweek

The New York Times is selling emotions to brands. Thanks to a tool it launched last year, the Times has used reader insights and machine learning to determine what its articles make readers feel, including happy, sad, hopeful and 15 other emotions.

@SaraJerde Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.