The New York Times is debuting its new Times Video hub Monday at the Digital Content NewFronts, with Acura on board as the official launch sponsor for an upfront, annualized sponsorship.
Times Video will be a channelized site launching 30 series, about half of them new, with content created for 14 different verticals including News and Politics, International, Opinion, Times Documentaries, Business, Technology, Culture, Style, Health, Food, Travel, Sports, Real Estate and Science.
The publication is also joining forces with video platform Vimeo to develop original, branded content for marketers. The first series, co-developed by The Times, Vimeo and web documentarians, the Perennial Plate takes viewers through the evolution of food and culture in immigrant society in America. The content will live on both platforms following an initial, exclusive 14-day run on NYTimes.com/video.
The Times has about a dozen partners that produces content for them in addition to their in house video team, with original programming created around popular Times columns, like Modern Love, 36 Hours, Vows, Op-Docs and Verbatim, stated Bruce Headlam, managing editor, video, The New York Times.
Verbatim is their first comedy series shot by outside prodco. “We haven’t done a lot in the comedy space,” says Rebecca Howard, GM of video at The Times.
The strategy behind a show like Verbatim is to both go after a younger demo and offering something new to advertisers.
The Times will also be partnering with Kevin Spacey this fall to stream his play Clarence Darrow, playing at London’s Old Vic theatre.
It’s also introducing branded video playlists — a new native advertising offering with The Sotheby’s International Realty brand on board as the first advertiser in the “Extraordinary Angles” campaign, also launching today.
StreamDaily will be covering the Times NewFronts presentations today, so check back for more updates on the story.
The New York Times Company added more net digital subscribers in the first quarter of 2014 than in any quarter in 2013, according to an earnings report released last week.
The total number of paid digital-only subscribers at the end of the first quarter was approximately 799,000 — an increase of 39,000 compared with the end of the fourth quarter of 2013.
The Times saw quarterly advertising growth for the first time in years with total advertising revenues increasing by 3.4% year-over-year in Q1.
But operating profits were down from the previous year — $22.1 million compared with $28.1 million in the same period of 2013. The company stated the decline was mainly the result from investments associated with strategic growth initiatives.