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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.
Thursday, October 01, 2015
PHOTOS BY JASON E. KAPLAN
Images from the big 2015 celebration of worker-friendly organizations that make a difference.
Wednesday, October 28, 2015
BY DIANE BUISMAN
Many employers have questions about what mandatory sick leave means for their company. Take a look at the top 7 questions Oregon employers are asking.
Monday, October 05, 2015
VIDEO BY JESSE LARSON
Profiling some of the organizations featured in the 2015 list.
Tuesday, November 03, 2015
Two trends dominate the manufacturing sector: onshoring and the rise of small-scale production manufacturing, known as the "maker economy."
Wednesday, October 28, 2015
BY MARK LONG
Storyteller-in-Chief by the managing partner of Schwabe, Williamson & Wyatt.
Saturday, October 24, 2015
BY JACOB PALMER | DIGITAL NEWS EDITOR
What's it like working with your sister and how do you compete in Portland's crowded artisan ice cream space?
Wednesday, October 28, 2015
BY JACOB PALMER
Molly Rogers believes she has found the solution to excessively syrupy cocktail mixes. She first just needs people to understand her product isn’t foliage.
|The Love Boat|
|The Food Pod Grows Up|
|The High Road|
|Tinker, Tailor, Portland Maker|
|The Shift to Community Health Care|
|The Harder They Fall|
Economic diversity has proven a smart strategy for the Port of Hood River. How can other Oregon communities replicate the model?
Phone, Internet needs of small community school districts earn attention of top-five telecom provider.
Farmland LP grows its vision for organic farming in Oregon.
The Salem Convention Center has capped its tenth anniversary year by earning the prestigious “Best of the Best 2015” award from NW Meetings & Events magazine. Selected as the Best Convention/Conference Venue in Oregon by meeting and event planners from Alaska, British Columbia, Idaho, Oregon and Washington, the Salem Convention Center ranked above the Oregon Convention Center and the Portland Art Museum.
The Oregon Cooperative Hall of Fame honors individuals for their outstanding contributions to the successful building and operation of Oregon agricultural cooperatives.
Health insurer reports $10.2 million in net income after taxes through the first nine months of 2015.