The New York Times
*
The New York Times *
PROJECT TYPE: SVA Graduate Thesis, led by Debbie Millman
ROLE: Brand Strategist, Creative Strategist
TEAM: Dianna Loevner, Piyush Bhagat, Zachary White
How does The New York Times stand for truth in a post-truth era?
Context:
Over the course of its 173-year history, the New York Times has shaped public discourse, earned more Pulitzer Prizes than any other news organization, and set industry benchmarks in storytelling, design, and digital innovation. But today, profound cultural and technological shifts challenge its role as a guardian of credible journalism. New competitors including influencers and AI-driven content can capture more attention and spread lies disguised as truth. And in adapting to a fragmented media landscape, the paper has neglected its commitment to truth in favor of a false neutrality that obscures facts, confuses readers, and undermines its credibility.
The Challenge:
How can we use the brand's principles to reaffirm its status as a credible voice for truth?
The Opportunity:
The New York Times will carry the “Weight of the Word.” This commitment to rigorous discipline will create clarity and trust in an era of rampant misinformation.
To regain the credibility essential to the brand, The New York Times must reposition all of its actions in pursuit of truth.
Three Activation Territories
01 DEEPENING INSIGHTS: Helping readers see beyond their current point of view and offering deeper insights.
02 EXPANDING ACCESS: Ensuring truth is available and visible to more people.
03 AMPLIFYING NEW VOICES: Creating space for more diverse voices finding truth in culture.
DEEPENING INSIGHTS
Behind the Byline
‘Behind the Byline’ pulls back the curtain on the journalistic process, revealing both the work and the people behind it. Through features including reporter voice notes, annotations, and sourcing details, readers gain insight into the reasoning and integrity behind each article.
DEEPENING INSIGHTS
Past Tense
Past Tense is an archival tool that uses AI-powered data mining and pattern recognition to link today’s events to historical precedents—giving readers richer insights into the issues shaping our world.
The software creates an interactive timeline that weaves together people, events, and cultural shifts by drawing on one-hundred and seventy years of New York Times archival reporting and photography.
DEEPENING INSIGHTS
Counter Feed
Counter Feed transforms the current “you page” in the NYT mobile app into a content curation page designed to expand readers’ world view instead of narrowing it.
This algorithm will recommend articles that intentionally go beyond user preferences and offer contrasting ways of seeing and thinking.
EXPANDING ACCESS
The Local Network of the New York Times
This initiative employs journalists in underserved communities and establishes permanent partnerships with local outlets. The investment would be offset by an expanded readership in smaller markets, and gives The New York Times access to more on-the-ground reporting that strengthens its truth-telling capabilities.
EXPANDING ACCESS
Open Books Project
As book bans restrict children's access to truth and ideas, The New York Times champions intellectual freedom by sponsoring banned book sections in bookstores and releasing free digital copies online.
AMPLIFYING NEW VOICES
Future Tense
At a time when many young people report a sense of disconnection from traditional news, The New York Times will create Future Tense—a new section and quarterly publication built for and with Gen Z.
AMPLIFYING NEW VOICES
The New York Times Cultural Residency
The Cultural Residency is a 13-week artist residency program where artists create multimedia companions that offer new ways to explore, question, and understand the news through artistic interpretation.
Campaign: “Every Word Matters”
“Every Word Matters” reflects The Times’ deep sense of responsibility for the language it publishes. Each editorial decision is made with diligence and deliberateness, recognizing that every word carries weight and can influence public understanding.
