(ADAGE) — The New York Times is looking to create “significantly more” video to meet the demand of readers, a move that will also help it scoop up lucrative ad dollars.

Top brass at the Times Co. discussed the video strategy during its second-quarter earnings call on Thursday, when it reported a 6% decline in advertising revenue. Digital ad revenue declined 2.7% and print retreated 6.8% from the year prior, the company said.

In addition to video reporting, the Times has produced a branded documentary series and aggregated videos from Retro Report, an outside organization that looks at major news stories of the past few decades.

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