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The New York Times

The New York Times is running its first out-of-home marketing campaign for its Crossword puzzle app in Seattle and Boston through the end of March.

Why it matters: When it comes to bolstering its overall subscription count, The Times leans heavily on its Crossword puzzle app and its Cooking app.

  • The big picture: Out-of-home ads, which include billboards, transit posters and bus banners, make up the fastest-growing traditional ad medium, and it can be one of the most effective. Out-of-home ads can't be blocked by an ad-blocker, paused or muted. And they reach people usually while they're commuting and looking for something to entertain them.
  • Be smart: When it comes to luring subscribers, using traditional media is the hottest way to do it. The Times and The Washington Post have both ran multi-million dollar television ad campaigns this year.
  • By the numbers: The Times currently has more than 400,000 Crossword App subscriptions. It says the "mini puzzle" that it's specifically marketing with this campaign is played by 1.6 million players digitally each month, about a 50% increase over the past three years.

About the campaign: The campaign's central message is, "Wordplay, every day,” encouraging players to download the NYT Crossword app and play its "mini puzzle."

  • In Boston, the campaign will be visible across screens and billboards in the T metro trains and station platforms, and on buses and bus shelters.
  • In Seattle, the campaign will be seen on light rail trains and inside city buses.
  • The Times chose those cities because it knows part of its potential audience in these cities are commuting in urban settings and on public transit, and it thinks those commuters could use crosswords to fill hands-free commuter time.

Go deeper

Updated 1 hour ago - World

In photos: Pope Francis spreads message of peace on first trip to Iraq

Iraqis dressed in traditional outfits greet Pope Francis upon his arrival at Erbil airport, the capital of the northern Iraqi Kurdish autonomous region, on March 7. Photo: Safin Hamed/AFP via Getty Images

Pope Francis was on Sunday visiting northern areas of Iraq once held by Islamic State militants.

Why it matters: This is the first-ever papal trip to Iraq. The purpose of Francis' four-day visit is largely intended to reassure the country's Christian minority, who were violently persecuted by ISIS, which controlled the region from 2014-2017.

Cuomo faces fresh misconduct allegations from former aides

New York Gov. Andrew Cuomo during a February press conference in New York City. Photo: Seth Wenig/Pool/AFP via Getty Images

The office of New York Gov. Andrew Cuomo (D) was on Saturday facing fresh accusations of misconduct against his staff, including further allegations of inappropriate behavior against two more women. His office denies the claims.

Driving the news: The Washington Post reported Cuomo allegedly embraced an aide when he led the U.S. Department of Housing and Urban Development and that two male staffers who worked for him in the governor's office accused him of routinely berating them "with explicit language."

In photos: Protesters rally for George Floyd ahead of Derek Chauvin's trial

Chaz Neal, a Redwing community activist, outside the Minnesota Governor's residence during a protest in support of George Floyd in St.Paul, Minnesota, on March 6. Photo: Kerem Yucel/AFP via Getty Images

Dozens of protesters were rallying outside the Minnesota governor's mansion in St Paul Saturday, urging justice for George Floyd ahead of former Minneapolis police officer Derek Chauvin's trial over the 46-year-old's death.

The big picture: Chauvin faces charges for second-degree murder and manslaughter over Floyd's death last May, which ignited massive nationwide and global protests against racism and for police reform. His trial is due to start this Monday, with jury selection procedures.