Don't Panic! No. 5

David Rubin, Head of Audience and Brand The New York Times


Recently, The New York Times has been in the news as much as it has reported the news.

That’s no surprise. After a US election that reframed the value and trustworthiness of information, the Manhattan-based news house repositioned itself around “the search for the truth” – and caught the mood of a generation. 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.

David Rubin, The New York Times’ Head of Audience and Brand, is convinced that the truth matters more than ever before. Coming from Unilever with a background in consumer goods, he has started to change the brand’s narrative.

Dominik Prinz sat down with him to speak about the exciting journey The New York Times is on, how it is turning its biggest challenge into an opportunity, and how the news giant plans to grow from 3.3 million subscriptions to 10 million over the coming years.

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