The Effective CMO: The New York Times' Amy Weisenbach

How does a 175-year-old news brand thrive in a volatile media economy? Amy Weisenbach, Chief Marketing Officer at The New York Times, joins WARC's Anna Hamill to discuss the strategies behind the publication's outsized revenue growth, as well as how to build brand trust and daily habits across news, games, sports and much more.

Guests:
Amy Weisenbach, Chief Marketing Officer, New York Times
Anna Hamill, Senior Editor, The WARC Podcast

Chapters:
00:00 – Intro: The Effective CMO with The New York Times
01:00 – The New York Times by the numbers: subs, ads, longevity
02:07 – What “marketing effectiveness” means at The New York Times
03:24 – Beyond news: Games, The Athletic, Cooking and Wirecutter
08:22 – Building an ecosystem brand: the All Access Bundle strategy
09:32 – Wordle, daily habits and turning free users into subscribers
11:26 – Why early bundle messaging failed – and what actually worked
14:30 – Brand platform explained: “It’s Your World to Understand”
18:00 – One brand, many audiences: readers, subscribers and advertisers
19:27 – Global, national, local: balancing consistency and personalization
21:10 – Trust, misinformation and defending the New York Times brand
23:30 – Durability: protecting core journalism while growing new products
25:43 – Video-first future: NYT’s video and social channel strategy
29:37 – Case study: Taylor Swift, Jay-Z and the 30 greatest songwriters
32:42 – Live events, Wordle game show and the rise of AI in marketing

For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday.

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