New York Times Weaves Custom Ads Into ‘Snow Fall’-Like ‘The Jockey’
“The Jockey,” The New York Times’ new 10,000-word profile of horse racing legend Russell Baze, will draw comparisons to “Snow Fall” for its immersive web design and multimedia elements. But unlike “Snow Fall,” where awkwardly inserted standard ads disrupted a lavish account of a deadly avalanche, “The Jockey” features custom ad units designed to better fit the new environment.
In “The Jockey,” Pulitzer-Prize winning journalist Barry Bearak profiles the 55-year-old Mr. Baze, who has ridden and won more races than anyone else in his sport. The story is told in not only words, but also with video and lush photography by Chang Lee. “Instead of a page-turning thriller on top of a mountain, this is a beautifully written profile piece,” said Jason Stallman, sports editor at The New York Times.
The story’s preparation and presentation took several months to produce, Mr. Stallman said. About four weeks before the story was to be published, the Times newsroom told the advertising department that something in the vein of “Snow Fall” was on its way.
