The New York Times

When Source Material <is> the News

 Case Study; The New York Times

THE  SITUATION    With  aggressive  cost-­‐cu0ng  s2ll  in  force  throughout  the  news  industry,  
reporters  are    increasingly  asked  to  wear  more  of  the  marke2ng  hat,  including  helping  to  
get  traffic  to  and  keeping  readers  on  their  stories  longer.  Scribd  offers  news  
organiza2ons  a  way  to  do  both  by  taking  advantage  of  content  every  reporter  has:  
source  material.    

WHAT  THEY  DID    The  Dealbook  team  lead  the  way  for  the  rest  of  The  New  York  Times  in  
2008  by  uploading  and  then  embedding  court  documents  about  Bernie  Madoff  and  the  
mortgage  and  financial  crisis.  When  the  Scribd  Branded  Reader  for  media  companies  
launched,  embedding  source  material  quickly  became  a  common  prac2ce  among  
reporters  in  several  sec2ons  of  the  newspaper.  Today,  The  New  York  Times  has  mul2ple  
branded  profiles  on  Scribd  that  link  to  each  other  to  mimic  ny2mes.com.  
 Case Study; The New York Times

WHY  IT  WORKED    Publishing  and  embedding  source  material  accomplished  several  
important  things  for  The  New  York  Times:  1)  their  readers  got  direct  access  to  the  
source  material  that  went  into  repor2ng  the  stories,  which  previously  had  never  been  
done  and  helped  increase  Cme  on  site,  2)  with  the  branded  reader,  they  retained  
aDribuCon  for  exclusive  or  hard-­‐to-­‐get  content,  regardless  of  where  people  shared  
them  on  the  web,  and  3)  they  built  a  readership  of  millions  on  Scribd  and  increased  
traffic  back  to  ny2mes.com.  

Media    Brands  
SAMPLE  METRICS   Campaigns:  
on  Scribd  50+   NYT  Uploads   NYT  Reads  
Readers:  More  than  600,000  
Scribd   profiles:  5  
100+   800   2.2  million+  
www.scribd.com/partners