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Denise Warren, GBA ’92

Denise Warren is a 1992 alumna of Fordham’s Graduate School of Business.

It’s no secret that newspapers are in trouble. Advertising revenue, the linchpin of the industry, has bottomed out. Publishers across the country, including the Tribune Company, have filed for bankruptcy, while others have undergone a series of layoffs and mandatory work furloughs. Even The New York Times, the most widely read paper in the world, isn’t immune to the downturn. Some media analysts have even predicted that the paper of record would file for Chapter 11 by the end of this year.

But according to Denise Warren, general manager of the Times’ website, reports of the Gray Lady’s demise are greatly exaggerated.

Since being named to the position in December 2008, Warren, a 20-year veteran of the Times Company, has helped develop a number of innovative online advertising initiatives. So far, the results have been promising.

“We really are rebalancing our whole approach to the business and shifting from just a print-centric medium to one that is more balanced between print and digital,” said Warren, who is also senior vice president and chief advertising officer of the New York Times Media Group. “We’ve seen a lot of success in terms of selling really creative ad units, and we’re taking a leadership position in pushing the notion of brand advertising online.”

She pointed to Times People—an online social network that allows readers to share articles, videos, slideshows and blog posts—and recent interactive advertisements as just two examples of the website’s growing advertising and marketing appeal. Such innovations, she said, have allowed the Times to tap into a lucrative online revenue stream, a vital step in shoring up the long-term health of the paper, especially when the future of print is murky at best.

Online or in print, though, Warren, who earned her M.B.A. with a concentration in communications and media management at Fordham, remains optimistic about the Times’ well being. After all, she argues, consumers will always respond to the paper's inimitable brand of journalism, regardless of the medium.

The Times is not a newspaper company,” she said. “We’re a news and information company. We try to be aggressive and progressive about where and how we deliver our content because our investment is in the making of the journalism. We’re online, in print. We’re on the Kindle. We’re everywhere. Ultimately, it’s not going to matter to us how the consumer reads the Times. We have an opportunity to get our content out there regardless.”

   

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