New York Times Expands Cooking Video Offerings

News Summary

The New York Times is enhancing its cooking video content with new series and collaborations, aiming to become a leading resource for culinary talent. The initiative includes a weekend baking series and a video spinoff of The Veggie newsletter. With growing popularity on YouTube, NYT Cooking plans to launch new shows, including a second season of ‘Cooking 101’ featuring acclaimed chefs and a focus on vegan and vegetarian cuisine. This expansion reflects the Times’ commitment to culinary education and entertainment in the digital landscape.

New York City – The New York Times is set to expand its cooking video offerings with a series of new shows and collaborations with both cooking creators and its editorial staff. This initiative marks a significant advancement for its NYT Cooking platform, which has been drawing considerable attention from food enthusiasts, racking up 456 million visits to its website and app over the past year.

With an emphasis on diversifying its video content, the initiative will commence with a weekend baking series, alongside a video spinoff of The Veggie newsletter. The growing segment of cooking videos within the New York Times ecosystem has proven successful as it has also gained traction on YouTube, where NYT Cooking boasts over one million subscribers.

The editorial lead for NYT Cooking outlined the overarching ambition of this expansion: to become the premier online destination for culinary talent. To further enhance its programming, the Times is launching the second season of its popular show “Cooking 101.” The first episode of this new season will feature a group of rotating hosts, including the acclaimed chef Samin Nosrat, who will delve into the intricacies of salad dressings.

Additionally, a brand-new show called “The Veggie” is set to launch next month, inspired by the newsletter written by Tanya Sichynsky. This series will center on vegan, vegetarian, and vegetable-focused dishes, targeting audiences interested in meatless cooking. Sichynsky, who does not follow a vegetarian diet herself, intends to demonstrate how easy and enjoyable cooking without meat can be.

Later in the year, a baking series hosted by Vaughn Vreeland will debut, exploring the delightful aspects of baking. The NYT Cooking team has identified moments that bring joy, such as the “lick the bowl moment,” as key experiences to highlight in their baking video content.

In a bid to enrich its content further, the New York Times is actively seeking independent and talented creators to host episodes or develop new culinary franchises. The organization is keen on creators with a strong focus on recipe creation to ensure that the quality of their video content remains high.

This expansion of the cooking video strategy corresponds with broader goals of enhancing brand collaborations and advertising efforts beyond the NYT ecosystem. By diversifying their content and focusing on varied delivery methods, particularly through platforms such as YouTube, the Times is striving to blend entertainment with instructional content effectively.

As the culinary video landscape evolves, the NYT Cooking team aims to remain relevant and continue expanding its audience, along with tapping into a wider pool of creative talents. This initiative represents a significant shift in the way the New York Times approaches food-related content, reflecting the increasing popularity of cooking shows and videos among viewers.

In summary, with the introduction of new shows, collaborations with creators, and a strong digital presence, the New York Times is not only enhancing its cooking video offerings but also reinforcing its commitment to culinary education and entertainment in the digital age.

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