Project Overview

This full-page black-and-white newsprint advertisement was designed to promote The New York Times’ extensive coverage of the ING NYC Marathon while simultaneously encouraging advertisers to place their ads in the Sports Section during the event. By leveraging authentic photojournalism captured by The New York Times’ photographers, the ad reinforced the publication’s commitment to delivering in-depth, high-quality coverage of major sporting events.

The goal was twofold: 1. Celebrate The New York Times’ role in documenting the marathon’s most powerful moments through the lens of its world-class photojournalists. 2. Position The New York Times Sports Section as a prime advertising space, offering brands the opportunity to align themselves with one of the most-watched sporting events in the world.

Creative Approach

The design concept embraced the authenticity of newspaper aesthetics, using bold typography, striking photojournalism, and a clean layout to create an ad that stood out in the black-and-white print format.

Key design elements included: NYT Photojournalism Showcase – The advertisement prominently featured a dynamic, high-contrast photograph of marathon runners in action, shot by a New York Times sports photojournalist. This emphasized the real, unfiltered moments of endurance and victory, reinforcing The New York Times as the definitive source for sports coverage. Custom Typography Integration – The New York Times’ signature typeface was customized and used strategically to highlight key messaging, ensuring a seamless blend of editorial authority and advertising appeal. Black & White Newsprint Adaptation – The composition was carefully designed to maximize readability and visual impact in a monochromatic format, ensuring clarity and boldness in print. Call-to-Action for Advertisers – The layout guided readers toward a clear, compelling CTA, inviting brands to advertise in The New York Times Sports Section to reach an engaged audience during the marathon.

Execution & Impact

The advertisement was placed in The New York Times’ print Sports Section, reaching: Advertisers & Brands – Encouraging them to place ads during marathon coverage to maximize visibility. Athletes & Sports Enthusiasts – Reinforcing The New York Times’ credibility as the go-to source for elite sports journalism. Corporate Sponsors – Positioning The New York Times as a prestigious media platform for brand alignment with major sporting events.

By integrating powerful storytelling with a strategic advertising pitch, this campaign successfully elevated The New York Times’ reputation as a leader in sports coverage while driving ad sales for the marathon edition.

This project highlights my expertise in newsprint advertising, editorial-driven design, and corporate sponsorship marketing, demonstrating how thoughtful visual storytelling can bridge journalism and commercial engagement

Portfolio view

Client: The New York Times
Role: Art Director / Graphic Designer
Software Used: Adobe InDesign, Photoshop, Illustrator
Project Type: Print & Digital Advertisement
Placement: The New York Times – ING NYC Marathon Coverage