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Posts Tagged ‘monetization’

From the Tow Center: Research Indicates Video News Is Always Growing, Changing

TowCenterColumbia’s Tow Center for Digital Journalism is producing some important research on upcoming trends in online media, like news video, sensor journalism and longform.

Its most recently released report, “Video Now: The Form, Cost, and Effect of Video Journalism,” highlights the video strategies of popular digitally native publishers like Mashable and NowThis News, longform outfits including Vice Media and Frontline PBS, and legacy papers like the Washington Post and the Chicago Sun-Times, over a five-month period. More than 50 newsrooms were examined during the research for this paper.

Study facilitator and assistant professor at Columbia’s Graduate School of Journalism, Duy Linh Tu set out to answer three main questions:

  • How do news organizations define video?
  • How do they produce video?
  • What is their return on investment? (ROI)

Now for what Linh Tu found: metrics across newsrooms aren’t very reliable. Typical measurements like plays and page views “are inconsistently measured across organizations,” so the report features mostly editor interviews rather than sheer numbers. The answer to digital video is that there is no answer — at least not now. Publishers are finding it difficult to capitalize on this new medium while bringing in the advertising support they need to produce quality content. In other words, there isn’t a ton of data out there on video ROI that inspires trust in marketers with limited budgets.

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The Dos and Don’ts of Blogging

Blogs. Once a platform for chronicling the banalities of daily life have now become legitimate sources of information. Not only that – some have become profitable, won a Pulitzer and led to book deals [sub req'd], (this blog included). Think you’ve got the next big idea for a blog? Willing to put in the hours to generate content and build up a readership? Good. However, keep in mind that just because a blog rakes in a lot of traffic doesn’t mean advertisers will be easy to come by, or that a book deal will land in your lap. In the latest Mediabistro feature, Blair Koenig, author of the viral blog STFU, Parents, shares what she’s learned from building a site that gets 1.5 to 2 million hits a month:

If you’re in the beginning stages of starting your blog, there are several things you can do now to avoid difficulty down the line.

  • Create brand consistency by registering your blog’s name as a domain name and on social media. Koenig admits, “I totally dropped the ball at one point and noticed someone had started an “STFU Parents” YouTube channel… I could never get it back; I didn’t even try.”
  • Once you have a social media presence, drive traffic to your site by updating posts on Facebook, Twitter or whichever other sites are appropriate for your blog. Koenig scours the Internet daily for interesting parenting-related stories, and updates her STFU, Parents Facebook page with links and photos.
  • Establish consistency with posting. You don’t have to post every day if you don’t have the time, but choose a posting schedule, perhaps once a week, and stick to it religiously. If your readership looks forward to one post a day, and suddenly you drop it down to one a month, you may lose your audience.

For more tips and advice on blogging, read What You Need to Know About Writing for Blogs.

The full version of this article is exclusively available to Mediabistro AvantGuild subscribers. If you’re not a member yet, register now for as little as $55 a year for access to hundreds of articles like this one, discounts on Mediabistro seminars and workshops, and all sorts of other bonuses.