The New York Times is a daily newspaper, one of the oldest and most-respected in the industry. Despite their near-perennial success, the paper did fall on hard times in the 1970s. In order to make itself more attractive to both readers and advertisers, the Times expanded from two sections to four as well as revamping its Sunday magazine with the inclusion of the op-ed. During this time, they advertised themselves as the New New York Times. This original 1970s New New York Times shit, nicely worn with fading, is from the revamped newspaper's ad campaign.