NAA: Newspapers on the right track with video
By Leah McBride Mensching, Tuesday 13 May 2008 at 22:57 :: World Digital Media Trends :: #1655 :: rss
Even as U.S. newspapers are going through a tough time of change and financial woes, they are investing in online, beefing up their video operations, a pleasant and encouraging surprise, according to the Newspaper Association of America's online video survey report, out this month.
The report, part of the NAA's Development and Growth Guide for Newspaper Web sites, aims to give newspapers information on hardware and software, as well as expert advice, case studies and articles about online video. The survey was conducted in February and March 2008.
Eighty-seven percent of the 108 newspapers with circulation of less than 50,000 that answered the survey said their Web sites feature online video, while all respondents in the other categories (circulation 50,000 to 99,999; 100,000 to 249,999; and 250,000+) said their sites have online video. A total of 213 U.S. newspapers answered the survey.
And although video is still a small portion of total and local online advertising, it's one of the biggest opportunities newspapers have to expand revenue and audience, the report states, citing Borrell Associates data, which predicts that online video advertising will reach 28 percent of local online revenue by 2012, up from from less than five percent in 2007. Additionally, in 2007, newspapers captured 26 percent of local online video advertising, mostly from video relating to classified verticals, according to Borrell.
Other good news is that the as video becomes more profitable, the cost to create quality video continues to go down.
“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 report's prologue states.
Flash video is “overwhelmingly” the most popular video format newspaper Web sites are using, with Windows Media coming in a distant second, according to the report.
The process for creating video is something most newspapers share as well, as many newspapers stated print journalists are using video cameras, while photographers and reporters are more likely to shoot video than online staff. In addition, the majority of newspapers are investing in creating their own, locally focused content, and most also accept video from users, the report states.
For more information, or to download the survey report, visit the NAA Web site.
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