British newspaper The Times recorded a significant increase in advertising revenue over the past two quarters, deviating from the overall market trend. According to Chief Advertising Officer (CAO) Joy Robins, this success is primarily due to a strategic focus on proprietary user data and the expansion of content into new segments, such as digital iterations of traditional columns or new verticals.
While the broader media market faces stagnation or decline in advertising budgets, The Times benefits from investments in technological infrastructure. The newspaper has focused on “first-party data,” meaning information collected directly from its readers, rather than through intermediaries. This approach allows advertisers more precise targeting in an environment where third-party cookies are being restricted. According to Robins, quality journalism combined with in-depth audience analysis creates a safe and effective environment for brands.
Another pillar of growth is the diversification of the product portfolio. The editorial and commercial departments work closely together to develop specific sections such as finance, travel, or technology supplements, which attract premium advertisers. The strategy does not only rely on traditional banner space but emphasizes integrated partnerships and sponsorship of thematic units, which increases the value of each impression for the publisher.
“Our goal was to create an ecosystem where advertising complements the reader experience, instead of disrupting it. The results of the past two quarters confirm that brands are primarily looking for trustworthiness and transparent reach data,” said Joy Robins.
The publisher has also invested in the development of vertical video and audio formats. Podcasts under The Times brand have become a significant source of new revenue, with advertisers particularly appreciating the high level of listener engagement. The combination of a traditional brand with modern distribution channels, according to Robins, allows reaching younger demographic groups without weakening the prestige of the parent newspaper. In the upcoming period, further strengthening of programmatic advertising sales is expected, albeit with strict content quality control.