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N.Y.C.’s Mayoral Candidates Spent Millions on TV Ads. What Are They Saying?

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N.Y.C.’s Mayoral Candidates Spent Millions on TV Ads. What Are They Saying?

Estimated spending on
broadcast ads that have aired

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Note: Each circle represents one ad, sized by the amount spent.

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By The New York TImes

The Democrats running for mayor in New York City and a super PAC supporting Andrew M. Cuomo are spending millions to reach potential voters, with much of the spending going toward commercials on broadcast television. A New York Times analysis of the broadcast ads that have aired so far, using data from AdImpact, explored the major themes highlighted by the candidates: crime and safety, President Trump, affordable housing and corruption.

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Among the ads aired,
seven mention crime and safety

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Mr. Cuomo, the former governor, has been framing himself as a law-and-order candidate who will crack down on crime and improve public safety. Ads run by Fix the City, the super PAC backing Mr. Cuomo, have depicted New York as a city in chaos. One of its ads opens with images of police sirens, caution tape and subway riders fleeing a smoke-filled train.

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Fix the City (Pro-Cuomo super PAC)

“Crime is rampant,” says a voiceover in another pro-Cuomo ad, also paid for by Fix the City. That ad also references Mr. Cuomo’s “five-borough crime and affordability plan,” which would add “5,000 more cops” to the streets.

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Fix the City (Pro-Cuomo super PAC)

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Other candidates took a subtler approach. Scott Stringer, a former city comptroller, said in his only broadcast ad to air so far that he would “put a cop on every train” and “hire more mental health workers.” An ad for Brad Lander, the current city comptroller, tied the idea of safety to Mr. Lander’s plan to “end street homelessness for the mentally ill.” An ad for Zohran Mamdani, the state assemblyman, simply said he would make New York a “safer city.”

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Among the ads aired,
five mention President Trump

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Taking jabs at Mr. Trump and his administration could almost be considered a requirement for candidates running in a Democratic primary in a city where former Vice President Kamala Harris won about 70 percent of votes in the 2024 presidential election. Still, some of the ads that mention the president are more direct than others.

An ad for Mr. Stringer was among the most explicit: “We deserve a mayor who can get our city back on track and keep this schmuck out of our business,” Mr. Stringer says over a clip of Mr. Trump dancing at a rally, adding that he will “tell Trump where to stick it.”

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Mr. Lander drives a large forklift around a junkyard in his broadcast ad and places cars into a crushing machine. One of the cars has the words “Trump & Musk” in large black letters across the side.

Other candidates made only passing swipes at the president. Some of the ads supporting Mr. Cuomo mentioned that he took on Mr. Trump as governor and will again as mayor, and an ad for Mr. Mamdani said he would stand up to Mr. Trump. Mr. Myrie’s broadcast ad did not mention Mr. Trump.

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All ads mention affordable housing

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Every broadcast ad reviewed in the analysis mentioned housing at least once. In one ad, Mr. Mamdani likened Mr. Cuomo to the current mayor, Eric Adams, whose housing policies have been similar to the former governor’s, and whose popularity declined after he was indicted on fraud and corruption charges in 2024. The Trump administration later dropped the charges.

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“Cuomo is running for Adams’s second term,” Mr. Mamdani said in the ad, adding that he will “take on bad landlords and greedy corporations.”

Mr. Adams and Mr. Cuomo are both moderates who have many of the same donors, including powerful real estate leaders, and both have supported housing policies that are in stark contrast to Mr. Mamdani’s. The mayor and former governor both oppose freezing increases for rent-stabilized apartments, for example, while one of Mr. Mamdani’s ads is devoted solely to his plan to freeze rent prices.

In ads for other candidates, housing is mentioned only briefly. An ad by Fix the City for Mr. Cuomo said he will “cut red tape for affordable housing and build 500,000 new units.” In Mr. Stringer’s ad, he said he will “turn vacant lots into affordable apartments.” Mr. Myrie’s ad says he has “the boldest plan to build affordable housing.”

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Among the ads aired,
three mention corruption

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Several of the candidates mentioned corruption in their ads. In Mr. Lander’s ad, a second car is brought out to be crushed, this one symbolizing “corruption,” specifically as it relates to Mr. Cuomo.

“Andrew Cuomo spent $60 million of your money to defend himself in court. That’s corrupt,” a voiceover says as the car is brought to the crushing machine. “But Brad Lander fights corruption.”

In the ad in which Mr. Mamdani compares Mr. Cuomo to Mr. Adams, the candidate paints the former governor and mayor as the corrupt establishment, responsible for making the city unaffordable.

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“Working people are being pushed out of the city they built, and it’s because corrupt politicians like Eric Adams and Andrew Cuomo have sold us out to billionaires and corporations, rigging the economy against us,” Mr. Mamdani says over a series of images that combine Mr. Cuomo’s face and quotes about the former governor from news articles.

Mr. Stringer defines corruption less precisely, mentioning that he “fought corruption” as comptroller. The three pro-Cuomo broadcast ads by Fix the City did not mention corruption, nor did the ad for Mr. Myrie.

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Total spending on advertising,
including future broadcast spots

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Total spent Broadcast share

Fix the City (pro-Cuomo super PAC)

$8.1 million 91%
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Mamdani

Mamdani

$3.0 million 41%
Lander

Lander

$2.3 million 72%
Stringer

Stringer

$1.9 million 83%
Myrie

Myrie

$1.7 million 27%

Spending on ads that have already aired on broadcast television, which this analysis focused on, is one slice of candidates’ overall ad spending. They have also purchased broadcast spots to air more ads in the future, as well as ads on other platforms like streaming television, satellite and internet. Broadcast was, however, a major focus for the candidates.

Fix the City, the pro-Cuomo super PAC, has spent the most on advertising by far, with 91 percent of its spending devoted to commercials on broadcast networks. (Mr. Cuomo’s campaign has not yet aired any of its own ads on broadcast television, according to AdImpact.)

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By contrast, the campaign for Mr. Mamdani, which has become known for its savvy approach to social media, has spent just 41 percent of its advertising budget on broadcast, according to the AdImpact data. (Mr. Mamdani’s campaign has, however, spent more on broadcast than any other individual platform.)

One of the leading Democrats in the mayor’s race, Adrienne Adams, the speaker of the New York City Council, has not yet aired an ad on broadcast television. The candidate struggled to raise funds early in her campaign, but recently got an infusion of $2 million from the city’s fund-matching program, which the campaign said it would use for an aggressive ad blitz in the coming weeks before the June 24 primary.

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Essential New York City Movies Picked by Ira Sachs and Blondie’s Debbie Harry and Chris Stein

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Essential New York City Movies Picked by Ira Sachs and Blondie’s Debbie Harry and Chris Stein

Film

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Leo McCarey’s “Make Way for Tomorrow” (1937). The Criterion Collection

‘Make Way for Tomorrow’ (1937), directed by Leo McCarey

The log line: After the bank forecloses on their home, an elderly couple must separate, each living with a different one of their adult children. 

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The pitch: “It’s a film that Orson Welles famously said ‘would make a stone cry,’” says Sachs, 60, about McCarey’s movie, singling out a long sequence at the end that depicts “a date through certain lobbies and bars of New York City that offers a snapshot of Midtown in the ’30s.” 

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Tippy Walker (left) and Merrie Spaeth in George Roy Hill’s “The World of Henry Orient” (1964). United Artists/Photofest

‘The World of Henry Orient’ (1964), directed by George Roy Hill

The log line: A wily 14-year-old girl and her best friend follow a ridiculous concert pianist, on whom they have a crush, around the city.

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The pitch: Hill’s 1960s romp inspired Sachs’s film “Little Men” (2016), which is about boys around the same age as these protagonists. “It’s an extraordinarily sweet film that also seems, to me, very honest,” he says. 

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Rip Torn (left) in Milton Moses Ginsberg’s “Coming Apart” (1969). Courtesy of the Everett Collection

‘Coming Apart’ (1969), directed by Milton Moses Ginsberg

The log line: Rip Torn plays an obsessive psychiatrist who secretly films all the women passing through his home office, inadvertently capturing his own mental breakdown. 

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The pitch: Shot in one room with a fixed camera, Ginsberg’s film “really feels of a time,” says Sachs. It’s also “very sexual and very free,” reminding him of what’s possible when it comes to making movies. 

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Don Murray and Diahn Williams in Ivan Nagy’s “Deadly Hero” (1975). Courtesy of the Everett Collection

‘Deadly Hero’ (1975), directed by Ivan Nagy

The log line: A disturbed, racist cop saves a cellist from a crook, only to become her tormentor. 

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The pitch: Harry, 80, and Stein, 76, were extras in Nagy’s film, which stars Don Murray, Diahn Williams and James Earl Jones as the cop, the cellist and the crook, respectively. The pair call the movie “[expletive] weird,” but also say that their day rate — $300 — “was the most money we’d ever made on anything” up to that point.

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Chantal Akerman’s “News From Home” (1976). Collections Cinematek © Fondation Chantal Akerman

‘News From Home’ (1976), directed by Chantal Akerman

The log line: An experimental documentary by Akerman, a Belgian filmmaker who moved to New York in her early 20s, the film features long takes of the city and voice-over in which the director reads letters from her mother. 

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The pitch: “I’m intrigued by how beauty contains sadness in the city,” says Sachs. Not only is her film a “beautiful record of the city” but it captures “what it is to be alone here, to have left some sort of community and, in particular for Chantal, separated from her mother.”

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Michael Wadleigh’s “Wolfen” (1981). Orion/Courtesy of the Everett Collection

‘Wolfen’ (1981), directed by Michael Wadleigh

The log line: Albert Finney stars as a former N.Y.P.D. detective who returns to the job to solve a violent and bizarre string of murders. 

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The pitch: Wadleigh’s film is not only a vehicle for Finney, says Stein, it also “has a lot of footage from the South Bronx when it was still completely destroyed” by widespread arson in the 1970s.

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Seret Scott in Kathleen Collins’s “Losing Ground” (1982).

‘Losing Ground’ (1982), directed by Kathleen Collins

The log line: Collins’s film — the first feature-length drama for a major studio directed by an African American woman — observes a rocky relationship between a college professor and her painter husband.

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The pitch: Sachs calls “Losing Ground” “a revelation.” The characters are “so human and fascinating and extremely modern,” he says, adding that he loves a movie that “exists in some very complete version of the local.”

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Griffin Dunne in Martin Scorsese’s “After Hours” (1985). Mary Evans/Ronald Grant/Everett Collection

‘After Hours’ (1985), directed by Martin Scorsese

The log line: In Scorsese’s black comedy, an office worker (Griffin Dunne) has a surreal and bizarre evening of misadventure while trying to get back uptown from a woman’s apartment in SoHo. 

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The pitch: Harry and Stein recommend this zany tale and borderline “nightmare” for the way it captures a bygone era of New York. “It’s this great image of [Lower Manhattan] when it was still raw, you know, Wild West territory,” Stein says. 

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A scene from Edo Bertoglio’s “Downtown 81” (1980-81/2000). Courtesy of Metrograph Pictures

‘Downtown 81’ (shot in 1980-81, released in 2000), directed by Edo Bertoglio

The log line: Bertoglio’s film is a striking portrait of a young artist who needs to raise money so he can return to the apartment from which he’s been evicted. 

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The pitch: Jean-Michel Basquiat stars as the artist in this snapshot of life in New York during the ’80s. Despite all the drama surrounding it — postproduction wasn’t completed until 20 years after filming, and for many years the movie was considered lost — the film is notable, says Stein, because “it’s got all the characters and all our buddies in it.”

These interviews have been edited and condensed.

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13 Actors You Should Never Miss on the New York Stage

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13 Actors You Should Never Miss on the New York Stage

Theater

Quincy Tyler Bernstine

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A master of active stillness, the 52-year-old Bernstine (imposing in the 2024 revival of John Patrick Shanley’s “Doubt,” above) has that great actorly gift of making thought visible. A natural leader onstage, she compels audiences to follow her.

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Victoria Clark

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One of the theater’s best singing actors, with Tonys for Adam Guettel and Craig Lucas’s “The Light in the Piazza” (2005) and David Lindsay-Abaire and Jeanine Tesori’s “Kimberly Akimbo” (above, 2022), Clark, 66, performs not on top of the notes but through them, delivering complicated characterization and gorgeous sound in each breath.

Susannah Flood

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Flood, 43, is a true expert at confusion, a good thing because she often plays characters like the twisted-in-knots Lizzie in Bess Wohl’s “Liberation” (above, 2025). What makes that confusion thrilling is how she grounds it not in a lack of information or purpose but, just like real life, in an excess of both.

Jonathan Groff

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The rare musical theater man with the unstoppable drive of a diva, Groff, 41, sweats charisma, as audience members in ringside seats at Warren Leight and Isaac Oliver’s Broadway musical “Just in Time” (above, 2025) recently discovered. Giving you everything, he makes you want more.

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William Jackson Harper

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Unmoored characters are often unsympathetic. But whether playing a confused doctor in the 2024 revival of Anton Chekhov’s “Uncle Vanya” or a delusional bookstore clerk in Eboni Booth’s “Primary Trust” (above, 2023), Harper, 46, makes vulnerability look easy, and hurt hard.

Joshua Henry

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There are singers who blow the roof off theaters, but the 41-year-old Henry’s voice is so huge and deeply connected to universal feelings that he seems to be singing inside you. Currently starring in the Broadway revival of “Ragtime” (above, by Lynn Ahrens, Stephen Flaherty and Terrence McNally), he blows the roof off your head.

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Mia Katigbak

Superb and acidic in almost any role — in distress (Annie Baker’s 2023 “Infinite Life,” above) or in command (2024’s “Uncle Vanya”) — Katigbak, 71, finds the sweet spot in even the sourest truths of the human condition.

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Judy Kuhn

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With detailed intelligence and specific intention informing everything she sings, Kuhn, 67, is (among other things) a Stephen Sondheim specialist — her take on Fosca in “Passion” (above, 2012) was almost literally wrenching. It requires intellectual stamina to keep up with the master word for word.

Laurie Metcalf

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The fierce, sharp persona you may know from her years on “Roseanne” (1988-97) is about a tenth of the blistering commitment Metcalf, 70, offers onstage in works like Samuel D. Hunter’s “Little Bear Ridge Road” (above, 2025). She goes there, no matter the destination.

Deirdre O’Connell

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For 40 years an Off Broadway treasure, O’Connell, 72, handles the most daring, out-there material — including, recently, a 12-minute monologue of cataclysmic gibberish in Caryl Churchill’s “Kill” (above, 2025) — as if it were as ordinary as barroom gossip.

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Conrad Ricamora

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Revealing the Buddy Holly in Benigno Aquino Jr. (in the 2023 Broadway production of David Byrne and Fatboy Slim’s “Here Lies Love”) or the queer wolf in Abraham Lincoln (in Cole Escola’s “Oh, Mary!,” above, last year), Ricamora, 47, is uniquely capable of great dignity and great silliness — and, wonderfully, both together.

Andrew Scott

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It’s a tough competition, but Scott, 49, may have the thinnest skin of any actor. Whether he’s onstage (playing all the characters in Simon Stephens’s Off Broadway “Vanya,” above, in 2025) or on film, every emotion — especially rue — reads right through his translucence.

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Michael Patrick Thornton

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Some actors are hedgehogs, projecting one idea blazingly. Thornton, 47, is a fox, carefully hoarding ideas and motivations. Keeping you guessing as Jessica Chastain’s benefactor in the 2023 revival of Henrik Ibsen’s “A Doll’s House” or as a pathetic lackey in last year’s production of Samuel Beckett’s “Waiting for Godot” (above, center), he holds you in his thrall.

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How a Geologist Lives on $200,000 in Bushwick, Brooklyn

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How a Geologist Lives on 0,000 in Bushwick, Brooklyn

How can people possibly afford to live in one of the most expensive cities on the planet? It’s a question New Yorkers hear a lot, often delivered with a mix of awe, pity and confusion.

We surveyed hundreds of New Yorkers about how they spend, splurge and save. We found that many people — rich, poor or somewhere in between — live life as a series of small calculations that add up to one big question: What makes living in New York worth it?

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Here’s one way to make New York more affordable: triple your income. After moving from Baton Rouge, La., in 2016 to attend graduate school, Daniel Babin lived mostly on red beans and rice or homemade “slop pots,” renting rooms in what he called a “cult house” and a building on a block his girlfriend was afraid to visit.

Then, in January, he got a job as a geologist with a mineral exploration company, with a salary of $200,000, plus a $15,000 signing bonus. A new city suddenly opened up to him. “I can take a woman out on a $300 dinner date and not look at the check and not feel bad about it,” he said. He also now has health insurance.

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Mr. Babin, 32, a marine geologist who also leads an acoustic string band, now navigates two economic worlds, one shaped to his postdoctoral income of $70,000 a year — when his idea of a date was a walk in Central Park — and the other reflecting his new income. In this world, he is shopping for a vintage Martin Dreadnought guitar, for which he will gladly drop $4,000.

Finding a New Base Line

On a recent morning at Mr. Babin’s home in Bushwick, Brooklyn, where he shares a 6,800-square-foot cohousing space with 17 roommates, he was still figuring out how to manage this split.

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Daniel Babin lives in a cohousing space modeled on the ethos of Burning Man, the annual arts festival in Nevada.

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“I’m feeling less inclined to just let it rip than I was a few months ago,” he said of his spending habits. He socks away $1,500 from each paycheck, and has not moved to replace his 2003 Toyota Corolla, an “absolute dump” given to him by his father. “Hopefully, I’m returning a little bit to some kind of base-line lifestyle that I’ve established for myself over the last five years,” he continued. “Because the fear is lifestyle inflation. You don’t want to just make more money to spend more money. That’s not the point, right?”

Lightning Lofts, the cohousing space where Mr. Babin has lived since January 2024, bills itself as part of a “social wellness movement” and seeks to continue the ethos of Burning Man, the annual communal art and cultural festival in the Nevada desert.

For a room with an elevated loft bed and use of common areas, Mr. Babin pays $1,400 a month in rent, plus another $250 for utilities and weekly housecleaning.

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He was first drawn to the organization through its events, including open mic “salons” where he played music or read from his science fiction writings. These were free or very cheap nights out, unpredictable and fascinating.

“You would see dance and tonal singing, and some dude wrote an algorithm that can auto-generate A.I. video based on what you’re saying — beautiful storytelling,” he said.

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“So I just showed up every month, basically, until they let me live here.”

The room was a good deal. He had looked at a nearby building where the rent was $1,900 for a room in a basement apartment that flooded once a month. “Ridiculous,” he said.

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But beyond its financial appeal, Mr. Babin liked the loft’s social life. “I used to be chronically lonely, and I just don’t feel lonely anymore,” he said. “Which is fantastic in a crazy place like New York. It’s so alive and it’s so isolating at the same time.”

Splurging on Ski Trips

Before Mr. Babin got his new job, he used to go to restaurants with friends and not eat, trying to save up $35 for a “burner” party — in the spirit of Burning Man — or Ecstatic Dance, a recurring substance-free dance party. He loved to ski but could not afford a hotel, so he would carry his old skis and beat-up boots to southern Vermont and back on the same day.

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“Going on a hike is a pretty cheap hobby,” he said, recalling his money-saving measures. “Living without health insurance is a good one.”

He still appreciates a good hike, he said. But on a recent ski trip, he splurged on new $700 boots and another $300 worth of gear. “I’m like, this is something I’ve wanted for 10 years, so I deserve it,” he said.

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He bought a $600 drone to take pictures for his social media accounts, and then promptly crashed it into the Caribbean (he’s now replacing the rotors in hopes of returning it to health).

He cut out the red beans and rice, he said, but his usual meal is still a modest $13 sandwich from the nearby bodega or $10 for pizza. “If I’m getting takeout and it’s less than $17, I don’t feel too bad about it,” he said.

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A Future After Cohousing

A big change is that dating is much more comfortable now, and he feels more attractive as a marriage prospect. “It turns out that a lot more people pay attention to you if you offer them dinner instead of a walk in the park,” he said.

He is now thinking of leaving the cohousing space — not just because he can afford to, but because his work has kept him from joining house events, like the regular potluck dinners. “I sometimes feel like a bad roommate, because part of being here is participating,” he said. “I feel like there might be someone who would enjoy the community aspect more than I’m capable of contributing right now.”

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He sounds almost wistful in discussing his former economizing. If it weren’t for the dating issue, he said, he would not need the higher income or lifestyle upgrades. “I never really felt like I was compromising on what I wanted to do,” he said.

He paused. “It’s just that what I was comfortable with has changed a little bit.”

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We are talking to New Yorkers about how they spend, splurge and save.

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