Something I’ve been saying for a while: “Mags Mull State of their Web Video Efforts“. Of note:
Some magazines have begun to move beyond the experimental phase in online video, many of them claiming online traffic growth coming from short, how-to clips on everything from picking stocks to diapering babies.
But they’re still struggling when it comes to pulling in the big audiences needed to attract ad dollars. And without much money coming in to support online video, magazines have been reluctant to invest a great deal in staffing.
Those were among the observations by participants June 10 at a Magazine Publishers of America conference on online video, the MPA’s first devoted to the topic.
And if the opening remarks by Time Inc. Studios president Paul Speaker were any indication, magazines still need plenty of hand-holding when it comes to the medium. As Speaker suggested to his audience, the question is not whether to create online video, but how.
I won’t necessarily name any names, but a lot of print media companies we talk to on partnerships are precisely in this mode.
Related:
- Can Magazines Effectively Create Online Video?
- Why Print Companies Make More Video Revenue that TV Firms Online
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