2006 was a precarious moment for media, when the digital world was starting to aggregate content for free and legacy newspaper brands were no longer giants of the media world. This campaign unveils where the news comes from when reported by The New York Times, by turning the camera around on the journalists, photographers and editors and telling their stories. It appeared in full-page spreads in the printed newspaper, as a micro-site and online ads, showcasing someone new whenever the campaign was seen.
