Jet Blue (NASDAQ:JBLU) is partnering with the New York Times  as part of a content deal, which is part of the continuing trend that started with being named the 'Official Airline of Springfield'.

CEO David Barger is smart to pair up the airline with powerful media companies, which will help repair some of the damage done by massive flight cancellations.

As part of the New York Times deal, JetBlue will add exclusive content from the New York Times in the form of an in-flight video magazine.  The exclusive content will feature interviews conducted by Times' journalists and content from NYTimes.com.

Upcoming interviews include Larry David, Forest Whitaker and Brian Williams this month, as well as reviews of Apple TV. Much of the content will also be available on JetBlue's website. 

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