The New York Times for Car Sales Leads

Display, video and audio across the Times news, Cooking, Games and The Athletic apps, targeted to affluent readers in your zone.

The New York Times is the largest news subscription in the country, and its advertising operation sells placements across the news site and app, the Cooking and Games apps that tens of millions of people open daily, the Wirecutter product review site, The Athletic for sports, and its podcasts, with targeting by geography, by section and by audience segment. The audience is affluent, educated, national, and it reads on the phone in the morning and the evening.

For a dealership the audience is the professional household in its zone that buys new and premium vehicles, reached in a context most local advertising never touches. The Athletic reaches the sports fan, Games reaches the daily habit, and the news app reaches the reader who trusts the masthead. Placements are sold directly for larger budgets and programmatically for smaller ones, and geography keeps the spend in the zone.

A store spends with the Times for affluent, educated readers in its zone across several daily habits, in a context with credibility, at a cost per thousand that suits a luxury or premium franchise budget. The Athletic and Games extend the reach beyond news readers.

The honest objection is that the audience in a single zone is modest outside the largest metros, that direct buys carry minimums well above a small store's budget, and that display beside serious news competes with the news, so the effect reads partly through clicks and mostly through branded search over weeks. Programmatic access lowers the entry price at the cost of section control.

For the broader case for this kind of channel, Automotive Media Buying Services covers it without repeating what is here.

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The Times fits luxury and premium franchise stores in large metros, stores selling to professionals, and dealer groups with a brand budget. It fits less well for used and value stores, for small markets, and for stores that need volume. National sellers can run it nationally.

The New York Times sells its inventory through buying platforms and media partners, so the way in is through one of them, and that is exactly what LeadLocate arranges on request. From the Advertising Networks page in the CRM, ask for The New York Times, and our team arranges the placement in your store's name, sets the geography to the area you actually sell in, and manages it from the same Leads Manager selections that drive your other campaigns. Stores or agencies that already buy through a platform carrying The New York Times keep that seat, and we work within it. Reporting comes back into the CRM beside every other channel, so the question of whether The New York Times earned its budget is answered in the same place as the rest.

A Times sourced lead reaches the CRM as a click from a placement to a vehicle page or a LeadLocate lead page, a branded search, or a direct inquiry, attributed directly for the clicks and over weeks for the rest. The reader tends to be researching a specific premium vehicle.

Once it is in the CRM the channel stops mattering and the process takes over. The lead shows its source and campaign, the pre screening answers you asked for in Leads Manager, and it routes by the distribution rules you set, to a person or a rotation. Automated first contact, by text, email or a scheduled call, is optional and configurable. If the store's process lives in another CRM, Instant Push forwards each lead there by ADF on arrival, and the subscription price is the same either way. Expect a mix: shoppers who name a vehicle and shoppers who name a budget, both of them worth a call, as what to expect from car sales leads sets out.

Every channel LeadLocate runs shares one workflow. Campaigns are set up in Leads Manager from a zone, a campaign type and a set of pre screening questions. Leads arrive in one inbox, route by one set of distribution rules, and are worked with the CRM's own texting, calling, call transcription, email and voicemail drop. Reporting is one place, with activity, company and management views. The New York Times slots into that as a source, nothing more, and that is the reason a store can afford to try it: the cost of adding a channel is the media, not another system. The advertising channels page lists every channel the CRM can run this way.

It also means a channel can be judged fairly. When every lead carries its source and every call, text and appointment is logged against it, the management report can show cost per lead and cost per appointment by channel over a quarter, which is the only honest way to compare a search campaign with a streaming flight or a mailing. A store that keeps its channels in separate systems never gets that comparison, and usually keeps paying for the one with the loudest sales rep.

For an agency with a luxury dealership client, the Times is a premium context placement across several apps, and connecting the store's LeadLocate CRM shows the clicks and the branded search lift the flight produced.

Agencies are how most stores buy The New York Times, and LeadLocate treats the agency as part of the store's team. An agency user can manage the campaigns in Leads Manager, hold the platform accounts in its own name and connect them, pull the same reporting the dealership sees, and use the webXintel Ads Network as a lead source for clients that want results before they want a media plan. What the agency gains is the piece it typically lacks: the CRM, the distribution rules, the texting and calling, the follow up processes, all of it visible so the agency can show the store what happened after the click. Agencies that bring dealerships onto the platform can enroll in the referral program. See automotive-media-buying-servicesL for how the agency side works.

Geography is the first setting on every LeadLocate campaign, and it is yours. Draw the zone you sell in with the zone editor in Leads Manager, a radius, a list of counties or a state, and The New York Times placements are bought for that zone and nothing outside it. Brokers who sell to the whole country set the whole country; a group draws one zone per rooftop and the reporting comes back the same way, so a regional manager can see which store's market answered. Financing audiences stay inside fair lending rules on every channel: Leads Manager keeps them from being narrowed by age, gender, income, marital status, household size, education, language or ZIP, with locked controls, so a store is protected without thinking about it. Everything else, the vehicles, the message, the radius, is open.

Two steps. First, if your dealership is not on the platform, pick a plan on the pricing page; every plan is month to month with no long term contract, and every plan includes the webXintel Ads Network. Second, from Leads Manager inside the CRM, open Advertising Networks and request The New York Times. Our team handles the setup, usually the same day, and the campaign is planned from your zone and your selections. Spend on an account you own is billed to you by The New York Times; there is no markup on it from us. If the store's process lives in another CRM, Instant Push forwards each lead there by ADF.

Expect a short conversation before anything runs: which vehicles, which zone, which questions a shopper should answer, what a fair trial of The New York Times looks like in your market and when to review it. Then the campaign runs and the reporting does the talking. A channel that earns its place stays; one that does not is turned off from the same page, and the store keeps the leads, the records and the history either way.

Can a local dealership advertise in The New York Times?

Yes, programmatically at modest budgets with geography targeting, and directly at larger budgets with section control. Our team arranges the route that fits when the placement is requested.

Which Times property fits a dealership?

The Athletic for sports fans and truck buyers, Games for daily reach, and the news app for the affluent professional. A luxury store usually starts with the news app and The Athletic.

How is the campaign measured?

By clicks from placements to vehicle pages and the lead page, branded search lift in the zone during the flight and direct inquiries, reported in the CRM.

Can my dealership buy The New York Times directly?

Yes, through LeadLocate. The New York Times is sold through buying platforms and media partners, so you request it from the Advertising Networks page in the CRM and our team arranges the placement in your dealership's name. If your agency already has a seat on a platform that carries The New York Times, we work through that.

Can The New York Times leads go into the CRM we already use?

Yes. Instant Push forwards every lead to your existing CRM by ADF as it arrives, source and campaign included, and the subscription price does not change for it.

What does LeadLocate charge for The New York Times?

The platform is a month to month subscription with no long term contract, priced on the pricing page, and every plan includes the webXintel Ads Network. The media itself is billed for the placement our team arranges, in your dealership's name. We never tie the price to a result.

Draw the market you sell in, request The New York Times from the Advertising Networks page, and watch the leads land in the same CRM as everything else. No long term contract.

Prefer to talk right now? Call or text 844-376-2274.

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