In the digital age, The New York Times treads an increasingly slippery path between news and advertising

The April 2 edition of the Sunday New York Times, where the paper features its best journalism, included a six-page special section, “Women Today,” pegged to a summit in Manhattan a few days later. What wasn’t in any of the stories was the fact that the Times itself owned a minority stake in the conference.

Although the paper’s own standards call for transparency in this area, the section didn’t disclose the paper’s financial interest. These sections, often paired with Times-backed live events, are a growing part of the business model of what has been the newspaper of record, and just one example of the extent to which the newsroom and the company’s marketing department now work together in an effort to generate new sources of revenue. The editor of these sections meets once a week with the advertising department to discuss possible projects, while the advertising studio of the Times acts as a matchmaker between reporters and sponsors. In one sense, such initiatives might be seen as the new normal, as newspapers like the Times scramble for creative approaches in an industry whose finances are growing creakier by the day. But the Times is a unique beast, in journalism and within its own midtown Manhattan tower, and a bevy of new initiatives being rolled out to buoy the company’s bottom line worry journalists at a paper that has long maintained a firm separation between its news and business operations. Continuing job cuts in the newsroom, even as the business side of the paper continues to grow, have made those tensions even more acute.