NEW YORK — The New York Times will launch a redesigned website Wednesday.

It will allow for better integration of video and photography with text, among other features, had been previously announced. The Times said it would be available to a small group of readers immediately as a test rollout.

Denise Warren, executive vice president for digital products and services, said the goal is to improve the user experience for desktop and mobile users.

The redesign includes features like responsive designs and faster-loading pages. Readers will be able to view comments alongside articles.

“With more prominent video and photography, the new features are highly immersive and enhance our readers’ ability to share and comment throughout articles,” said Jill Abramson, executive editor.


The redesign will also contain a platform featuring content paid for by advertisers. Such content, known as “native advertising,” has raised concerns among some journalists that it could blur the lines between the editorial product and material provided by advertisers.

In a letter to employees last month, however, The Times’s publisher, Arthur Sulzberger Jr., promised that native ads will be clearly distinguished as paid posts and that the content would not be produced by newsroom employees.