The New York Times also moved along with the trend of taking marketing section in-house. The international newspaper moved into its media buying through they are in-house section and hired Janis Huang as Managing Director of Marketing and Media Strategy last year. Huang is a popular name in the industry and has handled the media buying with  DigitasLBi, Mindshare, Hall & Partners, and Draftfcb.

Janis Huang will be overseeing the New York Times’ in-house 20-person media team to handle the growing demand for digital subscriptions and also popularizing the newspaper among its new readers. The New York Times decided to take their media buying in-house to have a total control of their digital marketing in order to avoid any unsuitable content, fraud and fake news. As an international brand since subscription revenue is the main income and the newspaper has to move at a quicker pace to deal with the market demands in digital marketing.

 Huang’s team is confident of handling major campaigns like Times campaigns “Truth Has a Voice,” “Year in Review” and “Truth Demands.” It was “Truth Has a Voice,” drawing attention to the Times’ groundbreaking #MeToo news coverage. She could handle these campaigns in a short span of time compared to other organizations' major year-long ones.

According to her getting more visibility into the media buying process was another big benefit of moving in-house. The Times has also reduced its reliance on measurement vendors and now measures most of its media buys using its own analytics and insights staff. Media has struggled a lot in the past and now since the in-house process happened her team can sit across the table with her own colleagues and openly discuss their methodology instead of relying on outsiders. Now since The New York Times is all set for a digital marketing revolution with a new in-house team more can be expected in the coming days.