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Over the past 10 years, the Times has pivoted its strategy to focus on attracting more consumer revenue via subscriptions.
The Times' annual subscription revenues finally surpassed its advertising revenues 10 years ago in 2012.
Since then, the delta between its two businesses has gotten bigger as its digital subscription business has taken off and its print advertising business has shrunk.
Now that it's reached a critical mass of subscribers outside of news, it sees an opportunity to build more ad products that cater to those users.
Details of SEC 10-K filings here