News Leadership 3.0

May 12, 2008

NAA: Resources for online video

Newspaper Association of America
urges sites to embrace online video
What’s your video strategy?

The Newspaper Association of America has released a report urging newspaper sites to get on the video bandwagon - if they’re not there already. NAA also provides a lot of resources aimed at newsrooms that are just getting started.

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,” says the report. “As competition heats up for online video mindshare, newspapers have an excellent opportunity to leverage their skills and content and capture an even larger share of online advertising spending.”

The financial promise of video is significant, NAA believes. “Local online video advertising was a $400 million business in 2007, according to Borrell Associates,” the report states, and “eMarketer expects that online video ads will pull in $1.3 billion this year.”

If your newsroom is getting up to speed in video, here are key NAA links:
Shooting quality video
Equipment: What to buy
Editing and publishing
Live video
Making money (!)
Building a newsroom studio
Beginning video glossary

NAA also conducted a survey of practice in video across newspaper sites. I am wading through that and will summarize key findings later this week. Meanwhile, is your newsroom active with video? Who is shooting it? Who is editing it? What works best? Are readers responding?

(And thanks to Howard Owens for the pointer.)


Nice list of resources!

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Exploring innovation, transformation and leadership in a new ecosystem of news, by journalist and change advocate Michele McLellan.

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