When Words Aren’t Enough: The Publishing Industry’s Move Towards Internet Video to Satisfy Highly Digital Consumers

10 Jun

In response to diminishing sales, the publishing industry has looked towards Internet video as a way to revive profits.  Internet video often times functions to supplement print, creating a more three dimensional and engaging product.  Internet video therefore becomes an asset to print media, taking “static pictures and words in a different direction.”[1] Many newspapers and magazines are currently moving towards this business model in an attempt to recapture profits lost by the abundance of free content online.   There appears to be substantial results already, newspapers with online videos are seeing 27 percent of their revenue coming from online advertisements.[2] If this transition had come sooner, many newspapers and magazines might not be in the financial troubles that they are today.   Essentially, the only companies that will stay in business in the print industry are the ones that incorporate or are seeking to incorporate the use of the Internet in their business models.  It becomes critical for these companies to adapt quickly, or fear being left behind.  Some examples of newspapers and magazines focusing on online video:

–        Maryland based newspaper the Baltimore Sun has noticed an over fifty percent increase of time spent on its site (from 2-3 to 6 minutes) when users viewed minisites the Sun created for advertisers who buy video.14

–        Vogue Magazine, whose website features behind the scenes video of its monthly cover shoots serves as a perfect supplement to cover pictures found in the magazine.

–        The New York Times, The LA Times and The Chicago Tribune’s websites all feature video that contributes to print and online articles, as well as exploring issues singularly.

–        Time Magazine, which has been in existence since 1923, has continued to be timely with its introduction of video on its website.

–      People Magazine, one of the most popular magazines in the U.S., has utilized web video quite effectively, featuring video content of recent happenings, celebrities and entire weekends in review.

[1] Fitzgerald, Mark. “Video ads becoming a ‘great friend of print'” Editor & Publisher Sept. 2008: 9-11.

[2] Saba, Jennifer. “Study: newspapers halt local online advertising share decline.” Editor & Publisher 1 May 2009. <http://www.editorandpublisher.com/eandp/news/article_display.jsp?vnu_content_id=1003968559&gt;.


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