Branded content: una nueva apuesta para el New York Times

Translated title of the contribution: Branded content: a new bet for the New York Times

Giorgia Miotto, Gregory Payne

Research output: Indexed journal article Articlepeer-review


In an environment characterized by a continuous flow of free information through the network, both the media and brands struggle every day to win the battle in the economy of public attention. Traditional advertising formats are perceived as intrusive and ineffective. That is why, together with an unfavorable economic situa- tion, the investment in traditional advertising in the printed and digital versions of newspapers is constantly decreasing. Companies and media have found in branded content a new way to connect with the public. The objective of this research is to describe the paradigmatic case of the New York Times, a pioneer in the creation and dissemination of branded content campaigns. We analyze ten examples of cam- paigns to measure the level of presence of the sponsoring brand, the formats used and if there is a quest for legitimization when creating relationships with stake- holders through branded content. We use the methodology of content analysis. The research shows that, according with the New York Times case study, branded content is a medium-long term strategy, not focused on the product and that aims to create a relationship with stakeholders based on the creation and dissemination of useful, interesting content and, often, with pedagogical significance that adds value to society as a whole.
Translated title of the contributionBranded content: a new bet for the New York Times
Original languageSpanish
Pages (from-to)23-39
Number of pages16
Issue number17
Publication statusPublished - 7 Jan 2019


  • Branded content
  • New York Times
  • Storytelling
  • Transmedia
  • Legitimacy


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