[brendonjohn]

This is a massive move, I read this as they are hoping to climb the value chain and are optimistic about transitioning into a company that competes for the the social media advertising dollars.

After all, they own their content. Social media companies are just linking to it.

I'm going to go out on a limb and say https://advertising.nytimes.com/ will be getting a revamp in the next eighteen months.