The new Renzo Piano-designed New York Times headquarters has provoked intelligent discussion about the intersection of media and architecture. The Times' presence in the skyline of New York, as well as its delivery of a (supposed) idealized workspace for the information economy, are both useful starting points in evaluating the project. However, the newspaper's ability to address the flow of information, combined with its acceptance of reader participation, will determine its future success as a viable means of branding a flow of information.