*NY Times CEO Announces Mobile Initiative

BOSTON -- While addressing hundreds of attendees on the advantages of branding and direct marketing here at the Direct Marketing Association's net.marketing fall show, keynote presenter Martin A. Nisenholtz, chief executive officer of New York Times Digital, yesterday announced a new company initiative -- NYT Mobile.

New York Times Digital, the Internet division of the New York Times, formed an agreement with Sprint to feature www.nytimes.com as the lead news provider on Sprint's Web-enabled platform, Nisenholtz said.

"It's a new effort with the single purpose of moving our content and serving our audiences in the global, unwired world we are now entering," Niselholtz said.

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