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Use of Video on your Website

Whether you are using video on your website or not, today's Roundtable attendees will confirm that the possibilities are endless. If your goal is to strengthen your Brand and make your presence more of an “authority” in your industry, video could help.

If limited budgets are putting pressure on you and holding back unique web content, video could add content quickly. If you are trying to engage your readers, cross-promo your events, highlight specific issues or articles, than think about video.

Today's Roundtable started with a list of reasons Publishers are not getting into video: too expensive, too difficult and too dangerous to name a few. But, Rebecca Sterner showed examples of a variety of websites that have introduced video as a tool. From Taste of Home (sponsored video cooking demonstrations) to drummers and their sessions on Modern Drummer's website. Imagine the impact of the sound and video of a drumming session versus reading about it in print.

From there, Kevin Dunn- Director of Digital Operations and Maura Ryan – Director of Online Content at MSP Communications proceeded to tell us about their introduction to video and the development at MSP. We saw the kinds of numbers being driven to their website and the Reader's interest in items like Restaurant Reviews in Mpls St Paul Magazine. It was exciting to see the growth into areas like taping Cover Shoot(s) and using the video on the website as a “behind the scenes” kind of Customer Engagement few of us achive. And, attach a subscription offer or newsstand message to the video, and get action while the viewer is still excited about the content. As Kevin spoke we all wondered, “Why have we not seriously consider this before?” and “Wow, I never thought about using video in that way”.

List of things you have to have to get started was surprisingly sensible for the novice:

Basic

  • Intern of Editor to champion the project
  • Camera (video, flip or phone)
  • Editing software like Final Cut
  • Video Platform

Enhanced

  • Soundtrack Pro for soundtrack production
  • Motion/Livetype for animation
  • Photoshop for graphics

Many examples of tools ranging from free to very expensive were discussed. Some attendees and MMPA members are using video and offered suggestions. Mike Facius from Good Old Boat explained that they use “How To” videos on their website and have learned a great deal about production from www.izzyvideo.com. Many members talked about using inexpensive video editing tools like Final Cut Express. There was some conversation on the use of microphones vs built-in mikes and tripods vs hand-held, whether zoom features add or detract. Great to hear the pros and cons that our members have experienced. Kat Knudson from Affinity wrapped up the session with their start-up experience and how with developments in technology, this process does not have to break the bank. She sited examples of reader feedback and comments on their videos have strengthened their relationships with both advertisers and readers, by starting the discussion and feedback. How an Editor's recorded interview with an Extreme Sports Celebrity right before the X-Games drove 10X the normal traffic on their website. I walked away with the idea of recording a brief video table of contents with our Editor to link in the email announcement of that issue.

So, next time you are faced with a new challenge, think about video. It might be the way to go.

Summit 2010