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The News UK titles The Times and The Sunday Times are pledging to "cut through the noise to the stories that matter" in their joint integrated TV and outdoor ad campaign.

The ad continues the "Know your times" positioning that began earlier this year with "Noise". The strategy was developed after 18 months of customer research identified the two papers’ strength in analysis and in-depth reporting.

The accompanying marketing campaign includes online sampling and CRM programmes for existing readers.