The New York Times stores every piece of content it has ever published in Apache Kafka. It takes a log-based approach where all content is published as events to a central "Monolog" topic in Kafka. This log becomes the single source of truth, and all applications consume from the log. The content is stored in Kafka as Protobuf messages with a well-defined schema. A separate "Skinny Log" topic contains notifications that content was processed, to enable caching and track service level objectives. This log-based architecture aims to decouple producers and consumers of content and make the system more flexible and scalable.