Breakout Session I: Is the Pivot to Video a Trap?

Mar 13, 2018, 9:15 AM
10:00 AM
As newspaper companies rush into video, some leaders—including the President and CEO of the NMA—are raising cautions that the “pivot to video” could be a trap: expensive production, small audiences, disappointing ad revenue and head-on competition with the likes of Google and Facebook. Our panel of experts discuss the pros and cons of video.

Key Highlights

  • Video is an engaging way of storytelling
  • Depends on how you made decisions as a media group
  • TV is a competitor when you utilize video
  • Rushing into it to make quick money but it’s done poorly
  • Consider audience
  • Facebook/Snapchat as a distribution platform – you never really get to know your audience. A “middle man” that tells you who your readers are, but that is something media companies should know and control. Treat the reader cheaply – find out why/why not reading, engaging and who readers are, habits. Metrics are not aligned with social media
  • Point of video – learn, explain, teach
  • What are you willing to give up in order to implement a video strategy?
  • Talent formula – people who are engaging, recognizable, personable, etc.
  • Podcasts
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