Trading big tech for big journalism: Tusar Barik on the power of the New York Times
At first glance, Tusar Barik’s career move doesn’t quite follow the script. After nearly a decade at LinkedIn, he left the tech giant in January to join a 174-year-old news institution, the New York Times. A step back in time? Not quite. For Barik, the Times isn’t a legacy brand clinging to relevance, it’s a platform sitting “in a category of one.”
“It does seem surprising,” he explains, speaking to The Drum from a terrace at Cannes Lions. “But when I started looking under the hood, I realized just how expansive the opportunity is here. People think they know the Times, but they really don’t.”
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Related Knowledge Center: State of the business model
The traditional journalism business model has long since collapsed, and news organizations have shrunk or disappeared entirely. While a number of promising experiments are under way, the public has not shown a willingness to buy what news organizations are selling.