In case just reading the Times‘ “Modern Love” column is not enough, the The New York Times has launched a new animated video to accompany the Style Section staple. In the first installment of what will be a monthly feature, writer and etiquette expert Steven Petrow “explains how a cowboy inspired him to hire a matchmaker.” The story itself, called “A Dollar a Day, for Only 20 Years,” is the tale of Mr. Petrow’s professionally-led quest to find a husband at the age of 50.
The actual video works as a teaser for the column rather than as a summary. The video gives the lead-up to the column and then instructs viewers to go to the Modern Love website to find out what happens.
“No one wants to watch a video that’s exactly the same as what they just read,” Times video producer Zena Barakat told Mashable. “The idea was to do a video that can stand alone, but also talks to the column.”
And to do that, audio producer Ian Chillag interviewed Mr. Petrow to find extra details, then got animator Xaver Xylophon to create the video. Because, after all, there is only so much that can be told in a 1,500 word essay about the way people love now.
Modern Love’s new video series is just the beginning: as the Times beefs up its video department, more columns will get their own watchable component. So get out those ear phones ready.