Dive summary:

• Like so many publishers, The New York Times' revenue is shrinking; in an effort to offset the 6% decline in revenue, NYT is looking to produce "significantly more" video content to attract readers and advertisers, according to a recent earnings call. 
• On top of the current video reporting, the Times has produced a branded documentary series and aggregated videos from Retro Report, an outside agency that produces videos centered around the biggest stories of the past decade. 
• Other revenue boosting efforts recently introduced by the Times include new cheaper ad products and premium iPad rich media ad units. 

From the article: 

"It has only attached advertising to some of its web video, though. Video reports on certain breaking news events -- such as events surrounding the Boston bombing and the selection of the new pope -- have largely been off limits to advertisers, the company said."