Zooming In on Online Video

In February 2008, Internet users viewed 10 billion videos, a 66 percent increase over February 2007, according to comScore, a leading Web measurement firm.  Almost a third of those views came from YouTube alone.

Meanwhile, local online video advertising was a $400 million business in 2007, according to Borrell Associates. eMarketer expects that online video ads will pull in $1.3 billion nationally this year.

While still a small percentage of total and local online advertising, online video represents an enormous opportunity for newspapers to grow revenue and audience.  Borrell estimates that online video advertising will grow from less than 5 percent of local online revenue in 2007 to 28 percent in 2012. 

"Zooming In on Online Video: A Development & Growth Guide for Newspaper Web Sites" is intended to help newspapers of any size develop profitable video applications.  The cost of entry to create quality video continues to decline while the success of online video continues to grow.  As competition heats up for online video mindshare, newspapers have an excellent opportunity to leverage their skills and content and capture an even large share of online advertising spending.

Contents:

• Prologue
• Newspapers' Online Video: A report on current practices
• Making Money: Pre-Roll, Post-Roll and the Ads In Between
• Expert Tips on Making a Good Newspaper Video
• Purchasing Cameras and Equipment
• Editing, Publishing and Hosting: Cutting It Down and Putting It Up
• Live from the Scene: Newspapers Take on Television with Webcasting
• Live from the Newsroom: Set Building 101

Extras:

• In Focus: Case Studies from The Holland Sentinel, The Oklahoman and The Miami Herald
• Behind the Scenes: Video Tours of the washingtonpost.com, NewsOK and Naples Daily News Studios

Coming this summer:

• Training Your Newsroom for Video (in June's issue of PRESSTIME magazine)