Podcast Ads Guidelines & Best Practices
The New York Times’s audio team sits in the heart of the newsroom, providing access to more amazing stories, and more reporters and critics with deep expertise, than anyone else in the podcast space. That’s what powers The Daily every day. It comes through when listening to Wesley Morris and Jenna Wortham talk about culture on Still Processing, and when Pamela Paul interviews best-selling authors on The Book Review. The success of The New York Times’ podcast suite has extended our reach and allowed us to build deeper relationships with our listeners.
We’re taking what works for our editorial content and bringing it to brands.
Overview Work With Us
Your brand has the opportunity There are a multitude of ways your creative can come to life in a New York Times to share your story in one or podcast. T Brand Studio can help determine the best path forward for your brand. more NYT podcasts in the breaks within the podcast TIER 1 TIER 2 TIER 3 episode. Each ad spot is • Client provides up • T Brand provides • T Brand creates custom ad recorded by a voice actor and is to 2 scripts (90 script writing spots with sound design, music, mixed by T Brand Studio. words each max) assistance and premium voice talent
Ad Positions
Pre-Roll Mid-Roll Post-Roll
Recommendation Recommendation Recommendation • Grab the listener’s attention • Customize the copy based on the • Include a call to action with a catchy opening style and tone of the podcast
Deliverables Deadlines • Copy is due 15-20 days prior to the Two (2) script recordings are included in each sponsorship package. Please flight start date (exact date varies by send ad copy to your New York Times client lead in PDF, Microsoft Word .doc or month). .docx format. Copy should be structured as a verbatim script, not as a list of • For :30 ads, word count should not desired talking points. exceed 90 words. • We cannot guarantee the inclusion of Details any ad-copy changes submitted after Endorsements, Host Reads and Ad Libs are not accepted. All ads must be the copy deadline. recorded by T Brand Studio. Client-provided audio files will not be accepted. • Sponsors will receive an aircheck before the air date.
Questions? Reach out to your New York Times client lead for specific rates and more information. Podcast Ads Guidelines & Best Practices
Reach Your Target Audience
43% 74% 67% 53% of listeners are 30 years of listeners are 40 years of listeners listen to 5+ of listeners are female, old and younger old and younger episodes of NYT podcasts an even gender split each week Source: NYT Survey of The Daily listeners, December 2018
Sample Scripts
:30 Pre-Roll She stood on her porch. The evening sun hung low, shining and glittering. She took in a deep breath. The chirping cicadas took up the rhythm of her beating heart. This was it. This was all she’d ever wanted to do — travel, see the world. She could hear the taxi coming up the gravel road. She reached into her handbag for one final check — tickets, passport, and her Platinum card from American Express, knowing that’s all she would need to explore what lay ahead. Start every story with Platinum and open up the world, backed by the service and security of American Express.
:30 Mid-Roll Every business has a mission. Core to Google Cloud’s mission is to protect yours. That’s why they’ve baked security features into every layer of their cloud — from encryption and custom hardware chips to shark-proof undersea fiber optic cables that are part of their global network. Plus, their world-class team of security engineers help defend your company 24 7 365, letting you put more focus on the things that drive your business forward. Learn more at g dot co slash cloud secure. Go make it. We’ll protect it.
:30 Post-Roll The Daily showcases the best work of New York Times’ journalists. If you’re running your own business or championing a social cause, you need an easy and effective way to showcase your best work too. Get your message out with Squarespace. Squarespace is an all-in-one platform that can bring your ideas to life. Head to Squarespace dot com slash daily for a free trial. Then, when you’re ready to launch, use code DAILY for 10 percent off your first purchase of a website or domain.
Podcast ads may include the following:
• “This PODCAST/SERIES/EPISODE is supported by YOUR BRAND.” No other sponsorship language is approved. • Non-promotional, value-neutral, factual descriptions of organizations, products and services • Names of operating divisions and subsidiaries • Organization mission language that identifies and does not promote or state an opinion • Non-promotional, value-neutral, factual descriptions of organizations, products and services • Names of operating divisions and subsidiaries • Organization mission language that identifies and does not promote or state an opinion