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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.
Monday, July 14, 2014
BY TERRY "STARBUCKER" ST. MARIE
I really didn’t know that much about angel investing, but I did know a lot about the entrepreneurial spirit.
Friday, August 15, 2014
In this week's poll, we asked readers: "Who should pay for the troubled Cover Oregon website?" Here are the results.
Thursday, July 24, 2014
BY CLIFF HOCKLEY | OB GUEST CONTRIBUTOR
With the increasing retirements of Baby Boomers, a massive real estate shift has created a significant increase in demand for NNN properties. The result? Increased demand has triggered higher prices and lower yields.
Thursday, June 26, 2014
Wednesday, July 02, 2014
BY JESSICA RIDGWAY | OB WEB EDITOR
Dress for Success Oregon promotes the economic independence of disadvantaged women by providing professional attire, a network of support and career development tools.
Friday, June 27, 2014
BY JASON NORRIS | OB BLOGGER
Over the last several months we have seen a wave of cross-border acquisitions, primarily U.S.-based companies looking to purchase non-U.S.-based companies. There are a few reasons for this, but the main culprit is the U.S. corporate tax system. The United States has one of the highest corporate tax rates in the world.
Thursday, July 10, 2014
BY TOM COX | OB BLOGGER
Tom Cox interviews Dr. Mark Goulston, author of Just Listen, Discover the Secret to Getting Through to Absolutely Anyone.
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