Surfing on your favorite newspaper website, you can’t help but notice that newspaper companies are not only embracing video content, but they are monetizing as well.
Leading the charge is McClatchy, the nation’s third largest newspaper group, who will make $200M in digital revenues this year. McClatchy’s video platform partner is VMIX. Some say that this is a case of too little, too late. Perhaps, but not necessarily so. The main argument of the “print is dead” camp is that no matter how much online revenues grow, they won’t make up for print’s decline. True, but that implies that the online content only limit itself to text content. Since video content can fetch up to 10x the ad rates, it starts to get interesting (so long as the company also cuts their bloated structures, of course).
I’ve long argued that while TV-centric media firms see online video as a threat (ironically the way print media firms saw the Web early on), print-centric media firms see online video as an opportunity that can give them a shot to survive and thrive in this brave new world.
Not that for one second I am delusional into thinking we deserve any credit here (of course), but worth noting that McClatchy is one of many companies that WatchMojo.com supplies videos to.
Here’s a breakdown of all the current McClatchy sites that are live with WatchMojo content.
- Star Telegram here and here.
- The News Tribune here, here, here, here, here.
- Bellingham Herald here and here.
People sometimes ask me “what is the pain you solve”. I like to think this post answers that question. Here’s a link to the study in question.
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