Photo of GE's cover wrap on top of NYT paper it sponsored on December 6th 2022, Photo: Sara Fischer/Axios
The New York Times on Tuesday unveiled a unique version of its weekday print paper featuring more than two dozen ads from just one advertiser — General Electric.
Why it matters: It’s the first time in the paper’s 171-year history that any advertiser has gotten to own all of The Times’ print real estate exclusively — in addition to most of its premier digital advertising real estate.
Details: The seven-figure campaign centers on GE’s core message of focus, as it begins a plan to split into three publicly-traded companies: GE HealthCare, GE Aerospace and GE Vernova (energy).
State of play: Working with The New York Times’ advertising creative arm, T Brand Studio, and Giant Spoon, GE’s media agency of record, GE developed a series of interactive ads that are designed to guide readers through three science-based focus exercises.
Between the lines: The print takeover includes a total of 22 full-page color ads, in addition to five partial pages that run across the paper’s main news section as well as its business and arts & sciences sections.
Be smart: The campaign represents GE's most significant advertising effort for the split of its company.
The big picture: This isn't the first innovative partnership between The Times and GE.
What to watch: Seb Tomich, head of advertising at The Times, told Axios that The Times is open to running another edition with one exclusive advertiser but would need to be selective about the brand.
