The New York Times continues to make inroads in b2b precincts, offering business marketers more options to advertise with the august brand.

"With a medium like the Web, there is the expectation that you need to be holistic," said Denise Warren, senior VP-chief advertising officer of New York Times Media Group, which includes the flagship New York Times and NYTimes.com. "We know we need to expand and have been much more open to partnerships than we had been."

In January the Times and CNBC announced a partnership to share content on their Web sites. Two months earlier, NYTimes.com introduced an expanded and enhanced version of its technology section, featuring more news updates throughout the day and content aggregated from other news sources, such as IDG brands Computerworld and InfoWorld.com.

Those deals were preceded by the launch of a branding campaign for NYTimes.com, which is ongoing. The campaign capitalizes on the familiar Times slogan, "All the news that's fit to print," with a subtle update: "All the news that's fit to click—or blog, stream, archive, digitize, email, personalize, etc."

	New York Times Phone: (212) 556-5258 URL: www.nytimes.com Circulation: 1.1 million weekdays; 1.5 Sunday Ad revenue: N/A Ad rate: $214,732 for 1 page 4/C (daily) NYT.com Phone: (212) 556-5258 URL: www.nytimes.com Traffic: 19 million unique monthly vistors+ Ad revenue: N/A Ad rate: $39 CPM
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Bits (Business/Innovation/Technology/Society), a blog by technology reporter Saul Hansell, was introduced last summer.

In addition to Bits, Warren pointed to two other types of content that demonstrate the Times' commitment to b2b marketers: regular coverage of small and midsize companies, which is complemented by the annual New York Times Small Business Summit and DealBook, a financial report that runs daily online and in the print edition of the Sunday Times.

"If there's a major story and you're a businessman, the Times is one of the places you have to go," said Gene DeWitt, chairman of DeWitt Media Strategies, whose clients include New York Life Insurance Co. and ad agency Doner. "They're doing all the right stuff with certain trends running against them."

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