NYT // The Truth is Worth It
Earlier installments of the Truth campaign identified key cultural moments to assert how Times journalism matters more than ever and drive relevance, whether it was the rise of “alternative facts” or sexual harassment in the workplace. They proved the value of brand affinity work and gained senior leadership’s trust and commitment to invest in always-on brand work, paving the way for a year-round campaign to tell a complete brand story and create demand.
While 130+ million monthly readers turn to The New York Times, most do not fully understand what it takes to deliver quality journalism that is worth paying for. The truth doesn’t report itself. And so, “The Truth is Worth It” documents every dead-end, discovery and draft of our headlines, demonstrating the rigor, perseverance and courage of Times journalists to deliver the whole story, and thus the true value of a subscription.
The series, which continues to evolve, features consequential scoops on family separation at the U.S. border, the Trump family tax schemes and Islamic States’ bureaucratic rule as well as a lighthearted twist from the Food Section. No matter the subject, no matter the story, The New York Times chases the truth with the same ambition and persistence.