Tuesday, March 27, 2007
For Time, Video Is Money
Time Inc. has joined the ranks that believe that the best way to grow profits for web properties of print publications is through video. This latest commitment from a major publisher gives further proof that print publishers are going to find it nearly impossible to go alone, and that video advertising is likely to more than double each year for the foreseeable future.Time Inc. Studios was launched in November to develop video for the websites of its magazines including Sports Illustrated, Business 2.0, Essence, and Time, according to MediaPost. The new standard is for magazine articles to be complemented by video features online, and Time sees a healthy portion of its revenues coming from online and video advertising.
While niche publications and blogs can survive without video, mass-market consumer publications have no choice but to create their own video or partner (like Money magazine does with CNN) with a video partner. Time also sees freeing digital content so that it can be mashed up by users as another ad revenue generator, and will soon be opening up Life's massive library of photographs to the public.
Reading a magazine or newspaper is more convenient when in transit or when getting cozy on a couch, but if you are online, video is becoming a much stronger part of the menu.
Posted By John Gartner at 08:59 AM
Permanent Link: For Time, Video Is Money
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