| NAA mediaXchange is the largest annual gathering of industry executives in North America, offering unprecedented networking opportunities that combine an exchange of information and ideas with programming designed to generate results. The conference is designed to provide valuable ideas and insights to help newspaper professionals grow audience and revenue for their print and digital products. Sessions highlight leading-edge thinking about media strategies, successes in product and revenue development, new ideas and innovation inside and outside the industry, and tactics and techniques to employ in print and digital.
Video: The sequel
By Varun Saxena
Video is a space
worth watching, panelists agreed at this session Thursday.
The Wall Street
Journal does 4-1/2 to five hours of live video a day, said Alan Murray, deputy
managing editor and executive editor, online.
The iPhone has
made video stories easier to produce and less labor intensive, he said.
Murray said it
also uncovers top talent, such as reporter Jeremy Page, who produced a live
broadcast about the death of North Korean Supreme Leader Kim Jong-il.
audience] get it that this a real reporter on site doing real reporting, and
they're getting in on it," Murray said.
receives 12 million monthly video views, half of which views come from offsite
partners such as YouTube, for which it provides premium content.
Best of all,
Murray said, ad sales are backlogged.
senior vice president for digital at the Star Tribune in Minneapolis, said his
paper has experienced a strong upsurge in video views and revenue due to a
recent strategy revamp that included spending more money on a high-quality
Ads known as
prerolls, which appear before the video, are the main method of monetizing
video, and metrics show that half of all viewers click away before the ad ends.
debated the optimal length. Bernard said he favors 30-second prerolls because
metrics show that the retention rate is similar for 15-second prerolls.
another lightning rod, but the speakers agreed that allowing videos to play
automatically increases viewership, and they are employing the tactic at their
"Video is about
singles, not home runs," Bernard said, because 3 percent of videos generate 82
percent of all views.
include sports and the weather, he said. But, Murray noted, "you don't always
know what ones are going to be the hits."
One of the top
videos on the St. Louis Post-Dispatch site was about a two-legged dog,
Assistant Managing Editor Bob Rose said.
within the context of a print story increases viewership, he said.
length of an online video is "totally in flux," Murray said. Three minutes used
to be considered long, but that's changing, he said, as he held up his iPad. Metrics
show that people watch longer video on iPads.
The editors agreed
that the trend is toward less editorial control of video due to live streams
and the proliferation of outside content.
in the self-publishing world," Murray said. The Journal is considering
launching a blog onto which reporters can post video directly, he said.
"The mere act of
publishing makes it viewable," he said. With the advent of Internet-enabled liquid
crystal displays, he said, expect the trend to accelerate.
Varun Saxena is a
student at the University of Maryland. He is one of several local university journalism students reporting
live from NAA mediaXchange 2012 in Washington, D.C.
Apr 05 2012, 02:15 PM
About Amanda Knowles
Amanda Knowles is Web & Social Media Manager at the Newspaper Association of America. Before coming to NAA, Amanda spent four years working in print journalism, both at the college and professional level. She has worked as a copy editor and news page designer for two daily newspapers in northwestern Pennsylvania, The Erie Times-News and The Meadville Tribune. Most recently, she collaborated on The American Observer, the online magazine edited and produced by graduate journalism students at American University in Washington, D.C. Amanda believes strongly in the secure future of the newspaper, and is excited to be a participant in the movement to integrate traditional print media into the burgeoning digital world.