For the first time in the 171-year history of The New York Times, the newspaper yesterday ceded to a single company, General Electric (GE), all its advertising space in the print edition, which even came wrapped in a page of ads , in addition to a large amount of advertising in the digital edition of the newspaper.
The campaign, which according to a local media has cost GE a sum of seven figures, is a message from the corporation to publicize its new structure in three companies that will be publicly traded: GE HealthCare (healthcare), GE Aerospace (aerospace sector ) and GE Vernova (energy), and for each it has placed newspaper ads explaining its approach with comments from employees.
Each notebook into which the newspaper is divided has an insert with four color pages the size of the newspaper, in addition to the back cover of the section, totaling about twenty full-page ads and five smaller ones in horizontal or vertical bands.
According to local media, top executives from GE and the newspaper met Monday night at the newspaper’s printing plant in Queens County to see how the newspapers were being printed.
GE’s board formally approved the separation of GE HealthCare last week (although it had already been announced a year ago), and shares in the new company will go public in 2023.