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|Tuesday, February 04, 2014|
BY MARK BLAINE | OB BLOGGER
Video is the bellwether of interactive media. In the shortish history of the web, video content has closely tracked the attitudes toward and (mis)conceptions about what these new users will want, and although we’ve come a long way in refining our understanding of what makes useful and profitable web video, we are, as Buzzfeed’s Ze Frank puts it, “still babies” at it.
Frank should know: He’s a pioneer of off-the-wall web video content that all started with a video birthday card he sent in 2001 that went viral before viral was really a thing. Frank is still experimenting, and some of his work still has a performance-art feel, but he’s also turned his eye toward video content that is supported by an up-and-coming outlet like Buzzfeed. His point about us still figuring out video was directed specifically at what he’s experimenting with on social media, but it applies to web content in general and a mindset that’s still stuck on what used to work on the front page or on the six o’clock news.
It should be no surprise that even after years of video experimentation on the web, we still struggle with what it should be, how it should be done, how much we should spend on it and how much readers/users/viewers really want it.
Capital New York posted a story last week about the New York Times’ recent struggle with video: The Times’ painfully had to leave hundreds of thousands of advertising dollars on the table when they couldn’t produce enough quality video to fulfill the contracts with two big advertisers. Demand had outpaced supply.
In the halls of the University of Oregon journalism school, or at least in the hall outside my office, this was cause for some twisted rejoicing. We’ve spent a lot of energy in recent years wondering where the jobs had gone and if they were coming back, and to have the New York Times in a place in one corner of its business where it can’t meet demand is cause for hope for our young journalists and media producers.
It’s also a time when we’re moving beyond doing video – as in, we put it on video and posted it to the web but are confused as to why no one is watching. Instead, our young producers are pursuing stories that are less dictated by the front page and the six o’clock news and more by what will be shared – as they’re producing their thinking about how the content will be used.
As Frank puts it in the Nieman Journalism Lab article noted above, it’s “repurposing of media not for consumption but for communication.” Users of video content like Buzzfeed’s and others are passing along content as part of a conversation. That’s a big step.
For smaller media outlets wrestling with web video, it would be wise to take on a similar attitude and understand the values and value associated with video – and the costs associated with producing it at a level that will fits with the standards of quality of the publication. Producing video without a clear plan for where it will go or how users will see – and use – it is a recipe for wasted time and money and misplace frustration with a medium with great, but often misunderstood, potential.
Mark Blaine blogs on the media biz for Oregon Business.
Friday, August 14, 2015
BY JACOB PALMER | DIGITAL NEWS EDITOR
17 airlines make stops at Portland International Airport, but not all are created equal when it comes to customer service.
Wednesday, August 19, 2015
BY LINDA WESTON
In 1996, after a 17-year career in the destination marketing industry, where I gained national standing as the CEO of the Convention & Visitors Association of Lane County, I was recruited by the founders of a new professional basketball league for women. The American Basketball League (ABL) hoped to leverage the success of the 1996 USA women’s national team at the Atlanta Olympics — much like USA Soccer is now leveraging the U.S. Women’s National Team’s victory in the World Cup. The ABL wanted a team in Portland, and they wanted me to be its general manager.
Wednesday, August 05, 2015
BY KEN MAES
A huge migration from Northern California has contributed to average 16% growth per year since 1990.
Monday, July 13, 2015
BY JACOB PALMER
Dean of the Atkinson Graduate School of Management, Willamette University
Wednesday, August 19, 2015
BY CHRIS NOBLE
Oregon is home to an abundance of gritty warehouses reborn as trendy office spaces, as well as crafty hipsters turned entrepreneurs. Does the combination yield an equally bounteous office products sector? Not so much. Occupying the limited desk jockey space are Field Notes, a spinoff of Portland’s Draplin Design Company, and Schuttenworks, known for whittling Apple device stands. For a full complement of keyboard trays, docking stations and mouse pads, check out the GroveMade line, guaranteed to boost the cachet of even the lowliest cubicle drone.
Friday, July 10, 2015
BY JOE CORTRIGHT
The false promise of economic impact statements.
Wednesday, July 15, 2015
We asked readers how Obamacare has impacted their business.
|Child care challenge|
|Is there life beyond Reed?|
For good or ill, gay marriage inspires many people. They have strong feelings about it. Sometimes those strong feelings are grounded in religion and sometimes they are not. When the workplace is added to the mix, emotions tend to run high. After giving an overview of two current situations, The Bullard Edge is going to outline three key points for consideration and clarity.
Yesterday, a divided National Labor Relations Board dropped another hammer on the employer community. In a long-awaited and much debated move, the Board jettisoned the decades old standard for determining when two independent businesses should be considered joint employers of an individual worker for collective bargaining purposes.
Transforming the culture of Oregon’s educational leadership.
Attendance, breakfast buffet, materials, certificate of attendance and parking are all complimentary on behalf of the firm.
New regulations are in effect and more updates are on the horizon, are you prepared?
The Oregon Entrepreneurs Network (OEN) is pleased to announce 16 finalists — from over 60 nominees — for the 2015 OEN Tom Holce Entrepreneurship Awards.