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VIDEO C


ondé Nast has introduced The Scene, where its online video will sit alongside partner sites like BuzzFeed and


ABCNews, and Time Inc. has announced The Daily Cut, an app and website video hub. “Condé Nast International is moving into video in all our major markets. It’s a huge opportunity,” says Jonathan Newhouse, chairman and CEO of Condé Nast International (right). “Changes in technology and distribution, including the growth of channels like YouTube and Vimeo, make it feasible to produce, distribute and monetise branded video content. We can run video across Condé Nast branded websites, social media, external websites and distribution channels like YouTube. “Advertisers are increasing their spending in video, especially beauty companies which comprise a major advertising category for our brands. We are hiring experienced video producers and managers in all our major markets. It’s quite exciting.” In London, Dennis Publishing’s video studio produces content for its brands and other publishers. Says Pete Wootton, managing director Dennis Interactive: “Video is important for us. We built a video team around eight years ago and built a video studio in London. It’s a really important part of the content we produce across our portfolio” The idea to build the studio was to make production cost effective. “But there’s also the convenience aspect,” says Wootton. “Clearly it’s cheaper than going out and renting studios, but it’s also the fact that if an opportunity arises, you can respond really quickly. If we happen to have someone in the building and want to do a quick interview, we can nip downstairs and use the facilities. Brands like Car Buyer, Auto Express and Evo really justify a lot of investment in this area, and have dedicated staff.” Burda has also devised an effective production strategy. Says Frances Evans, director of licensing and advertising at Burda International: “Our team can produce video content in a very cost-effective way, creating a large amount of videos at one time, while maintaining a high-quality-approach. The US team has honed the systems and practices in order to bring down our costs and improve the speed and quality of output.” “I think to do video properly,” says Philip


Condé Nast has its own video hub


Michaels, editor of IDG’s techhive.com, “you need to make some investment in both equipment and dedicated video personnel, camera operators, editors. To turn around videos quickly, you also need studio space and sets. Audience tolerance for a shaky, handheld video shot on a smartphone camera is lessening, in my experience. Publications that want to reap the rewards of video really have to make a dedicated effort in terms of both personnel and equipment.”


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Frances Evans, director of licensing and advertising at Burda International


fipp.com


“We learnt early on which journalists to use on camera by doing screen tests.”


Going viral


Are there any tricks of the trade to send a video viral? “Not really,” says Michaels. But, clearly, a ‘shareable’ video is one that is unique and clicks with an audience. Wootton gives an example: “One of our most popular viral videos wasn’t the best quality, but it was unique. One of the guys in our office happened to be at a car auction, and a Ferrari was going for a record £8-9m. Things just went a bit mad at this auction and he filmed it on his iPhone. He caught the atmosphere in the


room and put it on the site and it did really well in terms of sharing. It’s very difficult to say at the start of a process ‘I am going to make some viral content’ – you just have to concentrate on making the best possible content and hopefully people will share it.” Evans says: “Right now, our videos stay within our websites. They are currently not posted on YouTube. They can only be viewed when someone pays for them (exceptions are short previews), so they cannot go viral in the same way that free videos and those on YouTube can. However, we do plan to add teasers on YouTube and will be creating some shorter, unique video content that will be made available for free. “We currently focus on generating buzz and interest by promoting the videos through our social media channels and our newsletter mailing lists as well as on BurdaStyle.com.” Evans stresses that video content is integral to the business concept of BurdaStyle.com: “Our brand is not just a representation of the magazine, but an ecommerce proposal. We offer some excerpts of videos for free, but the focus lies on a subscription model giving consumers access to a huge archive of video content. The videos are produced


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Left: Philip Michaels, editor of IDG’s techhive.com Right: A grab from a techhive video


issue 83_2014 | Magazine World |23


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