# How the New York Times Is Evolving Advertising with Tusar Barik

Page: https://stenobird.com/podcast/next-in-media-470115/how-the-new-york-times-is-evolving-advertising-with-tusar-barik
Text version: https://stenobird.com/podcast/next-in-media-470115/how-the-new-york-times-is-evolving-advertising-with-tusar-barik.md
Podcast: [Next in Media](https://stenobird.com/podcast/next-in-media-470115)
Published: 2025-12-09T10:00:00+00:00
Episode link: https://next-in-media.simplecast.com/episodes/how-the-new-york-times-is-evolving-advertising-with-tusar-barik-uyrWd_ui
Audio file: https://pscrb.fm/rss/p/cdn.simplecast.com/audio/52d0b960-b4ba-4ed3-b906-2cdf551997ff/episodes/b7d08f78-8b6e-498e-907b-136986023eee/audio/0bcbb570-273c-4cc8-b5cd-5e0f90d37419/default_tc.mp3?aid=rss_feed&feed=YFEXptae
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Duration seconds: 2073

## Resource

I sat down with Tusar Barik, SVP of Marketing at the New York Times, to discuss the paper's transformation into a multifaceted media company. The Times now reaches over 150 million registered users with 50-100 million weekly engagers, seeing strong growth among Gen Z and audiences in the Midwest and South. Their digital advertising business grew over 20% year-over-year, proving that quality journalism creates a powerful advertising platform. We explored their video-forward strategy (75+ hours monthly), their Brand Match AI product (delivering 30% improvements in CTR and brand lift), and how properties like Wordle and The Daily create deep audience connections. The conversation revealed how the Times has balanced subscription-first strategy with thriving advertising by staying true to its mission while innovating how it reaches audiences.

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## Transcript

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