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The New York Times begins its new video strategy

The New York Times begins its new video strategy

The famed newspaper rides the digital wave


Image: Rubio Al Varezsala

On Monday, The New York Times made its NewFront's debut at the Dia Art space in New York’s creative Chelsea neighborhood, unveiling its digital scheme for the new Times Video

Yesterday, Bruce Headlam, The New York Times' managing editor of video, debuted the hour-long presentation with an overview of the newspaper's latest, expanded digital and marketing strategy. That new strategy features an innovative digital hub comprised of videos that span across 14 channels devoted to different sections of the paper, which include culture, style, news and politics, sports, real estate, science and food.

The Times Video hub will feature a new user interface, streamlined navigation and responsive design optimized for smartphones, tablets and desktops.

Acura is the launch sponsor of the hub, which will become home to more than 30 new series. Some of the series will include videos by well-known columnists, including Mark Bittman for food, Molly Wood for technology, David Carr for media and culture and Adam Bryant, who has a business column called 'Corner Office'.

Vanessa Friedman, who won't be starting as the Times' fashion director until next month, will also get her own program. Her stylish videos will explore the behind-the-scenes world of fashion, and will touch on the industry's historical, cultural and political relations.

In order to bring in fresh revenue, the Times has even partnered with Vimeo  is a U.S.-based video-sharing website  to develop original branded content for marketers.

Rebecca Howard, general manager of video at The New York Times, said, "The new Times Video makes it easier to discover, watch and navigate the vast amount of video available on NYTimes.com. From quick, short-form updates to longer-form documentaries and features, Times Video serves as the ultimate destination for users looking for world class, original premium video content."

 

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