08/16/2012 03:45 pm ET Updated Oct 16, 2012

At The 'Times,' A New Mission Statement

Some new corporate jargon is being tossed around at The New York Times Company's 8th Avenue headquarters: A growth strategy known as "Invest in the Times."

For a company named after its flagship newspaper, "Invest in the Times" may not actually sound like much of a strategy. But after decades of scrambling to ride the digital wave by buying digital media properties like, Abuzz, and others, while continuing to run newspapers in various other American cities as well as part of a Boston baseball team, a classical music radio station and television network affiliates in nine markets outside of New York, consolidating efforts around the Times is still a relatively recent development, and one that has been accelerated in recent months.