New York Times takes on Journal in business-to-business campaign

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The New York Times launched a business-to-business campaign on March 15 to promote its reach among women, professionals and art enthusiasts in the New York market compared to the rival Wall Street Journal.

The “Numbers” campaign's print and rich media ads will appear in trade publications and on their Web sites, including Women's Wear Daily and The Times Co. will also run ads in the print and online versions of its International Herald Tribune properties.

The Times' in-house team designed and produced the effort, which will run for six weeks. Beginning next month, the campaign will appear in bus shelters, kiosks and newsstands in Manhattan. The Times also will hold “coffee giveaways” at advertising agencies throughout New York to sway media buyers.

Creative elements drive consumers to, an interactive microsite with a rotating slideshow comparing audience statistics for both the Times and Journal. The site compares international Web visitors, readers who attend two or more cultural events a month and female readers. The site also has a downloadable Times media kit and a link that consumers can share on social networking Web sites.

“We're letting the numbers speak for themselves,” said Diane McNulty, executive director of media relations and community affairs at The New York Times Co. “We're using the campaign to talk about our strength in New York and to reinforce to the advertising community the value that The Times delivers with its large and influential audience.”

Emily Edmonds, manager of public relations for Dow Jones & Co., declined comment on the campaign.

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