How The New York Times Built a Subscription Brand

Brand Storytelling with Fexingo: Narrative, Mission, and Stories That Sell · Jul 22, 2026 · 7m · transcript

In this episode of Brand Storytelling with Fexingo, Lucas and Luna examine how The New York Times transformed from a struggling newspaper into a subscription-first media brand worth over $7 billion. They focus on the pivotal 2011 paywall decision, the 'Truth' advertising campaign, and the strategy of expanding into cooking, games, and Wirecutter. Specific metrics include how the company grew from 500,000 digital subscribers in 2011 to over 9 million today, and how the 'Truth' campaign articulated brand values during a trust crisis. They explore why the Times focused on…