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Leading Publishers Join The New York Times Company’s Ricochet Platform

The New York Times Company has added Advertising Age, the Condé Nast portfolio, Forbes and PEOPLE Digital to the list of publishers whose content will now be available on Ricochet (, the Company’s content marketing platform.

Ricochet allows brands to search and find content from premium publishers, upload their ad creative and share it with their owned media channels and social following. The Ricochet platform (patent pending) creates a unique Web address that binds the brand’s advertising to content for a set duration. During that duration the brand can share the Ricochet links through any of its owned media channels and across social media.

“The involvement of these prominent publishers and titles underscores Ricochet’s position as a platform that provides value and opportunity to both major publishers and prominent advertisers,” said Michael Zimbalist, vice president, research & development operations, The New York Times Company. “As brands increasingly become content providers for their audiences, Ricochet will play an important role as a content marketplace and in so doing generate an entirely new revenue stream for publishers.”

“At Ad Age we consistently identify new technologies for marketers. Those technologies are then used to provide marketing solutions for own advertising partners,” said Allison Arden, vice president, publisher of Advertising Age. “Ricochet allows us to create contextually relevant opportunities for brands while also distributing our award-winning most relevant content through social platforms. It’s a win-win for everyone.”

Drew Schutte, chief integration officer, Condé Nast said: “Since the majority of content shared in the social space is articles from publishers and our titles are renowned for their standards of editorial excellence, our audiences tend to share our content prodigiously, which render them highly influential and therefore highly coveted. With access to Ricochet we are thrilled that marketers will be able to better align with our content as part of their social Web campaigns. This is only the tip of the spear in how we can leverage this kind of break-through technology.”

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