Below is the list of feelings, which, according to the article, the NYT is now predicting with ML models trained on a proprietary dataset collected internally from a sample of articles shown to a sample of readers. I've marked positive feelings with `(+)`, negative feelings with `(-)`, and feelings which could be viewed one way or another, depending on context, with `( )`.

Remarkably, a majority of these feelings are positive, so this advertising initiative, which has been successful at increasing per-ad revenues by as much as 80%, is creating a financial incentive for the NYT to produce content that generates positive feelings in readers!

On its face, this is shocking to me. I would have never, ever expected positive content to be more profitable than negative content! In hindsight, however, after thinking about it a bit, it kind of makes sense. I'm now wondering, could advertising perhaps become (gasp) a force for good, at least in certain settings?

  NYT PREDICTED FEELINGS
  Optimistic             (+)
  Inspired               (+)
  Self-Confident         (+)
  Amused                 (+)
  Adventurous            (+)
  In the mood to spend   ( )
  Love                   (+)
  Sadness                (-)
  Boredom                ( )
  Interest               (+)
  Fear                   (-)
  Hate                   (-)
  Hope                   (+)
  Happiness              (+)
  Nostalgic              ( )
  Indulgent              ( )
  Competitive            (+)
  Informed               (+)