The Times‘s newest trade campaign—”Looking to reach a greater share of audience?” it proclaims—is the most overt sign yet that the paper is indeed worried about The Wall Street Journal‘s upcoming New York section, which is launching next month.

Click on nytaudience.com and find out why The Times‘s demographics are so much better than The Journal‘s, or so says The Times. It also gives you a snapshot of some of those desirable readers—a classy guy in a tux with a shaved head; the thoughtful business woman; the ladies on a night out in the town, etc.

Yasmin Namini, a Times marketing executive, also sent out this note to Times employees today summing up the campaign (and why The Journal isn’t up to par):

The Times‘s distinctive New York coverage – government, politics, the courts, fashion, styles, the arts, culture, sports, education, business and more – commands a deeply loyal and engaged print and Web audience in New York and is almost three times the size of The Journal’s. The Times’s weekday paid print circulation in the New York market is 72% larger, and the print reader audience is more than double. Our business/professional segment is twice the size of The Journal’s in New York as is the self-employed and small business owner segment. Times women readers outnumber those for the Journal more than two to one. The campaign kicks off with ads in today’s Ad Age and of course in The Times as well as AdAge.com, Adweek.com, mediabistro.com and NYTimes.com . . . Take a look. [Emphasis added]

 

 

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