The Truth Is Worth It: How Droga5 Saved The New York Times

The Truth Is Worth It: How Droga5 Saved The New York Times
The newsroom was in crisis. For eight consecutive years, The New York Times had watched its print advertising revenue plummet by double digits annually. Digital subscriptions were growing, but not nearly fast enough to offset the losses.
Arthur Sulzberger Jr., the publisher, knew something had to change. The company needed more than just a new marketing campaign—it needed a complete shift in how people perceived the value of journalism in an era of free content and "fake news."
So when The Times approached Droga5 in 2017, the stakes couldn't have been higher. The 166-year-old institution wasn't just fighting for market share—it was fighting for its very survival in the digital age.
By
Droga5 Diagnoses the Real Problem
The traditional approach would have been simple: highlight The Times' prestigious history, showcase its Pulitzer Prizes, and remind audiences why it's "the paper of record."
But Droga5 took a different path. After extensive research, they discovered something crucial: people didn't understand what actually goes into producing quality journalism.
"People were saying journalism should be free," said Hamish Priest, Droga5's Associate Creative Director. "But they had no idea what reporters actually do to get these stories—the risk, the persistence, the resources required."
Instead of telling people The Times was important, Droga5 decided to show them why.
The Breakthrough Strategy: Process as Product
Radical Approach
David Droga, the agency's founder, proposed a radical idea: make the journalistic process itself the hero of the campaign.
Exposing the Process
"Most brands hide their process," said Droga. "We decided to expose it. To show the obsessive reporting, the danger, the late nights, the dead ends, the breakthroughs—everything that goes into uncovering the truth."
New Value Proposition
The campaign would be called "The Truth Is Worth It." And it would transform how people perceived the value proposition of The New York Times.
They abandoned talking about The Times as an institution
They focused instead on specific, powerful stories journalists had broken
They recreated the actual reporting process in visceral, emotional detail
Execution That Changed Everything
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"We weren't selling a subscription. We were selling the idea that truth isn't free—it costs money to produce." - David Droga
Results That Saved The Institution
19%
Subscription Growth
Digital subscriptions increased year-over-year within three months of launch
265,000+
New Subscribers
New digital subscribers added in a single quarter
50M
Organic Views
Campaign videos viewed organically across platforms
40%
Stock Increase
Rise in The Times' stock price within the campaign's first year
Brand perception metrics jumped by 22 points. More importantly, it shifted the conversation about the value of journalism. The campaign went on to win the Entertainment Grand Prix at Cannes Lions and the Black Pencil at D&AD—two of advertising's highest honors.
The Deeper Lesson: Make Your Process Your Product
While competitors erected simple paywalls, Droga5 revealed why journalism deserves payment. They showcased the invisible work behind each headline.
Expose Your Craft
Let customers see the skill and expertise that creates your offering.
Highlight Commitment
Show the dedication and resources required to deliver excellence.
Demonstrate Care
Reveal the passion and purpose that drives your team's efforts.
People don't pay for content. They pay for the process that creates that content.
- Michael Wolff, NYT Board Member
Action Summary
Focus on process transparency
The most valuable aspects of your brand might be the unseen work that goes into creating your product
Find the emotional core
Droga5 discovered that The Times' real value wasn't information—it was truth-seeking
Challenge category conventions
While other media brands highlighted prestige, The Times highlighted perseverance
Create tension
Show the obstacles overcome, not just the final achievement
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