The New York Times's new promotional campaign titled "These Times Demand the Times" will expand to include a 60-second TV spot and a dedicated website.

The current campaign includes print spreads, radio, web banner ads and outdoor posters, AdWeek writes. The new website, www.thesetimesdemandthetimes.com, will feature a link to the TV spot and to profiles of the reporters and columnists mentioned in print supplements. Visitors to the site can also subscribe to the paper and access a media kit.

The campaign, which began with a print spread in September, focuses on the paper and its staff as being essential for helping readers grasp the complexities of today's world. Also included are profiles of some of the paper's reporters (such as Robin Toner and David Gonzalez), which underscore the passion and diversity of the staff.

The paper would not disclose the budget for the campaign, which was produced in-house.