“Without a doubt, the biggest challenge in the recent past has been to entice people to actually pay for news.”

The New York Times has done a great job of tackling this challenge; by repositioning itself around “the search for the truth,” the brand has caught the mood of a generation. And the results are impressive: their subscriber numbers keep rising, outperforming an industry that has long been facing the “to be or not to be” question as readers query why they should pay for news in a time when most information is free.

We sat down with David Rubin, The New York Times’ Head of Audience and Brand, to speak about the exciting journey his publication is on as it strives to grow from 3.3 million subscriptions to 10 million.

Curious to learn more? Download the latest Don’t Panic! interview here.