Speed Of Culture Podcast | Decoding The New York Times' Growth with CMO David Rubin

In this golden era of digitalization, the consumer marketplace is an ever-evolving entity, deeply influenced by rapidly changing trends and consumer expectations.

Dive into the intriguing world of subscription-based marketing in news media with consumer trend expert Matt Britton on the last episode of his 'Speed of Culture' Podcast. Matt hosts a stimulating discussion with David Rubin, Chief Marketing and Communications Officer at The New York Times, designed to offer a vibrant blend of insights, strategies, and perspectives.Ever since David Rubin stepped into The New York Times in 2016 marking the advent of its first Chief Marketing Officer, the publication has seen an impressive rise in its subscriber base by over seven million. A question worth addressing is, What catalyzed this exponential surge? What is Rubin's unique approach to marketing that has sparked such growth?This intriguing dialogue serves as a meeting of the minds between Matt Britton and David Rubin on key aspects of subscription-based marketing, content marketing strategies, customer acquisition, and expansion.David, an alumnus of Yale and Wharton and a veteran in the sphere of brand marketing, provides a wealth of knowledge. His stint at the Department of Treasury and his contribution to brands like Axe and Pinterest, and of course, The New York Times, provides a foundational understanding of the strategies behind his monumental success.During the chat, David shares vital aspects of his strategic philosophy, emphasizing the importance of setting clear goals, knowing your strengths, and being conscious of your weaknesses. He presents an inspiring case for aspiring companies operating on shoestring budgets, emphasizing the possibility of significant audience outreach if they can tap into their market's emotions and resonate on a personal level.Delving deeper into 'The Essential Subscription Strategy,' this conversation unravels the logic behind this strategy. Rooted in the belief that giving people news and information tailored to their interests is the key to driving subscription numbers upward. David illustrates this point through successful NYT products and acquisitions like Wordle, Serial, and NYT All Access.Discussing techniques of connecting with people, David proposes a shift in perspective. The essence of The New York Times' ethos is to seek truth and help people understand the world. David suggests it's more valuable to ask, What can we help users understand? instead of What marketing steps do we need to take on this channel? It's a compelling shift from a business-centric to a consumer-centric mindset.David also draws stark contrast between subscription-based marketing versus traditional consumer product marketing. It essentially boils down to measuring impact. While traditional products are sold through third-party retail, subscription-based products provide real-time data from direct interactions with consumers, offering an instant feedback loop, thus encouraging more dynamism and speed-to-market.Sharing these insights and more, this episode of The Speed of Culture Podcast, released initially on February 28, 2023, promises to offer valuable insights to marketers, brand strategists, and anyone keen on understanding the pulse of current consumer behaviors.-Listen on Spotify: https://open.spotify.com/show/0uT4r3klBUv8lzQe2PgW1JListen on Apple Podcasts: https://podcasts.apple.com/us/podcast/the-speed-of-culture-podcast/id1617896513