The New York Times has bolstered its digital-video lineup with a slate of shows starring its editors and columnists as well as the series "Verbatim," where members of the Upright Citizens Brigade comedy troupe read legal transcripts word-for-word.
The Times plans to show off the programming at its NewFront presentation in New York on Monday morning, where it also plans to pitch advertisers on a redesign of its video hub, which is being reorganized under 14 channels and adding a native-ad product called Branded Playlists.
Acura is the initial sponsor of the Times' new video hub.
The Times has invested significantly in video in the last year, doubling staff to about 65 and carving out a separate department that makes videos for advertisers. Monday's NewFronts presentation, the company's first, is the Times' chance to showcase these efforts, according to Rebecca Howard, general manager-video.
"For us it's a branding exercise," she said of the NewFronts. "We have a new team coming out strong."
The NewFronts, which begin on Monday, are digital publishers' take on the annual TV upfronts, where networks present their upcoming seasons and buyers start negotiating for ad time.
The Times will highlight popular print and digital features -- like "Modern Love," "36 Hours" and "Bits" -- that it has translated to video. A monthly show will have food columnist Mark Bittman cooking alongside an influential chef. And "Verbatim" will see actors from Upright Citizens Brigade reenact legal proceedings, often to comedic effect. In the first episode, a lawyer argues about the definition of a photocopier.
"We have invested a lot in video, with more than 30 series on NYTimes.com," she said.
The 14 channels on the new video hub are U.S. and Politics, International, Opinion, Times Documentaries, Business, Technology, Culture, Style, Health, Food, Travel, Sports, Real Estate and Science.
In March, the Times posted more than 430 videos on its site, up from 270 a year prior. Drawing viewers to digital video has become a chief priority among publishers and the new video hub will help attract more visitors, according to Ms. Howard, although she declined to say how many views Times videos get now.
The Times currently seeks viewers partly by posting its videos beyond its own site, on large web portals like AOL and Yahoo as well as through NDN, a video player that publishers embed on their sites. The Times shares ad revenue with these portals.