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Welcome to the Digital Edge Blog!
The Digital Edge Blog focuses on developments, trends, best practices and more in newspaper digital media. The blog launched in 2006 (archives before August 2008 are here).
We look forward to reading your comments and contributions to the Digital Edge Blog. Questions? E-mail Beth Lawton at beth.lawton@naa.org.
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New Additions to Online Video Development and Growth Guide
 We have two new additions to NAA's development and growth guide, "Zooming In on Online Video."
Today, we released a story looking at the YouTube option. Hundreds of newspapers are launching channels on YouTube, but failing to keep it updated can actually hurt the newspaper's brand. Here are the first few paragraphs:
Newspapers across the country are ramping up their online video operations, purchasing equipment, training reporters, heavily promoting the results, and ultimately drawing new visitors and advertisers to the newspaper's Web site.
But when you say the phrase "online video," many typical Web surfers think of YouTube first. According to comScore, Google Videos hosted more than 5 billion video streams in July 2008, the most recent month for which statistics are available; 98 percent of those streams were on YouTube.
Newspapers are torn. On one hand, newspaper editors want to bring viewers on to the newspaper's Web site to increase video traffic and ad revenue. On the other hand, newspapers need to build their brand and reach out to potential viewers who are elsewhere on the Web.
Read it here.
Last month, we launched a case study about the Minneapolis Star Tribune's online video operations. That newspaper has taken back breaking news in its market, trained a ton of reporters and launched multiple weekly online video shows. An excerpt:
If numbers are any indicator, then the Star Tribune's online audience is definitely appreciative of the sweeping changes taking place. An estimated 200,000 unique visitors viewed video on the Tribune Web site in September. This is a 41 percent increase in viewership from June of this year, when the Tribune began revamping its video presentation and added weekly scheduled programs.
Read it here.
Published
Nov 17 2008, 07:06 PM
by
Beth Lawton
About Beth Lawton
Beth Lawton is manager, digital media communications in the Business Development division of the Newspaper Association of America. She writes and edits many of NAA’s Digital Edge reports and the Online Publishing Update.
Prior to joining NAA two years ago, she worked as a Web producer and editor in newsrooms in the Midwest and the Caribbean.
Beth is a graduate of Washington University in St. Louis and Northwestern University's Medill School of Journalism (MSJ New Media 2003).
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