All newspapers need to jump on online video
The Newspaper Association of America (NAA) has released a 
report about the increase of online video (11.5 billion videos viewed in March, according Comscore). Its title is “Zooming In on Online Video: A Development & Growth Guide for Newspaper Web Sites.” Here is the download link.
Main conclusion: everyone needs to jump on online video. “While still a small percentage of total and local online advertising, online video represents an enormous opportunity for newspapers to grow revenue and audience,” says the report.
“As competition heats up for online video mindshare, newspapers have an excellent opportunity to leverage their skills and content and capture an even larger share of online advertising spending.”
Local online video advertising was a $400 million business in 2007, according to Borrell Associates.
The survey shows that online video is not solely the domain of the Web department. Although online editors and producers are involved in shooting, editing and publishing video for the newspaper’s Web site, reporters and photographers are also heavily involved.
