The New York Times is about to put a lot more effort into digital video. The paper has been gaining digital subscribers and losing ad revenue. In the second quarter there was a 6% decline in ad revenue. The hope with the increase in digital is that it will create more opportunities to bring in advertising bucks. Of course, digital ad revenue declined 2.7% in the second quarter. Some digital content that will be pushed include a new branded documentary series as well as content from another company, Retro Report, which puts together videos about big new stories in recent history. “The appetite, specifically from advertisers, for opportunities to do video advertising on The New York Times is so great that we think the chance we have to grow our share of the video ad market is large indeed, even if rates over time, come down,” said Mark Thompson, president and CEO of the Times Co., in the call.