welcome to hip mojo show number 30 i’m
your host ashcan Carver solution and
joining me is Rebecca Britain so online
video content is hard enough and today
we’re going to talk a little bit about
the category of news news is obviously
one of the more popular segments of
content but it’s a tough business it’s a
tough business in traditional television
and even more so in video so let’s get
started alright so how does video
content fit in the real-time news
equation well I think we live in a world
where being when it comes to content and
news in particular I do think we live in
a world where being first unfortunately
is more important than being right or
even being correct I think especially in
the blogs and now unfortunately
traditional media has to follow suit you
see a lot of publications that just want
to be the first one to publish forget
fact-checking we’re talking not even
grammar and and you know spelling
mistakes so I think in that context the
problem is that video takes a lot longer
to produce than articles so we’ll talk a
little bit more about videos but I think
already with articles what you’re seeing
is that the the first one to get out
there is probably the first one that’s
going to get mentioned on social media
shared and you know obviously more
traffic means more revenue so
unfortunately there is currently a
disincentive to be quick more so than
correct or even good and then I think
that’s all exacerbated on in video
because video is just so long to produce
and that’s what makes online news so
much challenging when you live in a
world of Twitter and Facebook social
media right so in general what are some
of the specific challenges facing new
media video producers okay so if you’re
talking about new media video producers
you’re generally starting off with no
built-in the audience the idea is you’re
producing content and you have to both
build content and build distribution so
the main three challenges just when it
comes to audience building for content
producers is one generally speaking
users only sit through 30 to 60 seconds
of a video so what that means is you’ve
got a captivate your audience very
quickly and you know I
Twitter proves it’s harder to be
insightful funny informative in 140
characters than in 140 words so if you
got 30 to 60 seconds to hook your
audience chances are that you might not
to twenty-five percent of the videos
lifetime views tend to come in the first
four days that is the polar opposite of
articles which generally you publish
search engines index and over time sends
you traffic so with videos you know it’s
pretty depressing that the first you
know a few days is when your video makes
or breaks so to speak and then third and
this is I think the one that’s the real
punch in the you know the in the gut is
that on average a video on YouTube and
YouTube is the bellwether for video has
only seen 500 times in its lifetime
that’s really not enough to build a
business I mean that’s like 50 Cent’s of
revenue for like however long your video
is and there’s a good chance that it
costs you a lot more to produce it so
when you bring those three challenges
together it is an uphill battle and that
could be for all videos let alone news
which is very usually timely and
time-sensitive so what about more
traditional content producers what are
their challenges okay so if you’re a
traditional media company you probably
have a brand you have a catalog and you
also have you know an existing audience
and distribution the challenge is for
you to quote Jeff Zucker former CEO of
nbcuniversal you don’t want to trade
your analog dollars for digital pennies
or even quarters so you don’t want to
take your premium super premium content
publish it on the internet and make
pennies and kill your business faster so
the biggest challenge that traditional
media companies face is that their costs
whether it’s union issues labor issues
workflow processes whatever it’s way too
expensive for them to produce content
for the web if you take a look at in the
US for example network television you
know ABC NBC CBS fox for like a typical
one hour of programming it can range
from a million 25 million dollars that’s
very expensive if you go one notch below
that for the specialty cable channels
it’s still anywhere from like $250,000
to a million dollars per hour you know
one of our advisors she’s a president he
was a former president to National
Geographic and he’s like
like a National Geographic it cost us
500,000 to a million dollars per hour
that’s insane now in terms of web
producers the average right now I’m not
talking about the super you know rough
quick dirty video nor am I talking about
the super polish scripted entertainment
that you know was produced by you know a
very high budget but on average web
producers are creating content that
costs between fifty thousand dollars and
a hundred thousand dollars an hour we
had watchmojo being based in Montreal
you know we could produce content at a
far lower cost it costs us about $125 a
minute if you do the math that’s 75
hundred dollars on average to produce an
hour which is a hell of a comparative
advantage and I mean you could argue
that sure if you ship it off to China or
India you might even produce it lower
but I think content unlike technology
you can’t build software and not take
into consideration whether it’s culture
or language or whatever so I think you
know it’s it’s like low enough is good
enough just like last week there was a
transaction discovery communications
which generates four billion dollars
with 1 billion dollars in profit it’s a
company that’s worth 15 billion dollars
they bought our friends over at revision
3 4 30 million dollars and the incentive
was not all we need revision3 for
revenue it was you know they basically
said we discovery are making content
that causes 500,000 to 750 thousand
dollars if we want to do that at one
tenth of the cost it’s like we’re never
going to get that done it’s just you
know a reminder that as i like to say
online video thus far as like the
afghanistan of the media industry it’s
like everybody goes inputs in all this
money thinking they’re going to come out
victorious and by and large you just
find yourself 5-10 years later still
experimenting trying to find a business
model that works no disrespect to the
afghanistan and Afghani people by the
way so within an organization are there
any specific challenges regarding
content production yes there’s there’s a
number uh there was a recent sort of
survey that said generally speaking the
main issues are it’s very challenging
for companies to produce content that
people want to watch to getting the
budget usually as a challenge because
you’re basically asking for money that’s
coming from
other areas that could be articles or
traditional media 3 to produce enough
content to please the masses that’s
usually a challenge because you know you
might as i like to say technology is a
zero-sum game you’re going to buy a PC
or a Mac you’re going to buy an android
phone or an iPhone usually but with
content like if you’re traveling to
Barcelona you’ll probably read three
articles and watch five videos so you
need to produce a lot of content a
couple of other things that sometimes in
some organizations you’re going to have
a very conflicting agenda you can have
management issues where you as a content
person might want more videos but your
CEO and your CFO or like yeah this is a
waste of money and then finally I think
variety that’s another thing we always
people like about watchmojo is that we
have you know we we basically have a
horizontal editorial strategy so we
produce content from automotive to video
games and then we filter that in like a
covering the people places and trends
that you care about and then we publish
that in an events based calendar so
anniversaries of deaths and births
historical milestones album releases
film releases that works for us it gives
us a lot of variety it gives us a lot of
depth and breadth but that’s hard we can
produce a lot of content video content
because it’s really the only thing we
focus on I think you know in my 67 years
of both doing launch mojo and speaking
to other companies the patterns pretty
clear if you’re going to be an
aggregator the ROI from sorry if you’re
going to look at content the ROI from
aggregating is quicker it’s sorry the
payback is quicker and you get you know
a higher return early on from
aggregating because you don’t have to
worry about content creation at the end
of the day you might be one of a
thousand aggregators so that’s a risky
endeavor but it is a faster payback than
if you’re a Content producer and then if
you are a Content producer it’s sort of
the same thing where the payback is a
lot faster if you’re producing articles
but again everybody produces articles so
long term you’re one of a million so if
you focus on videos and you find your
niche and you find your little mo I
think you can build a nice business but
it’s always very hard to do videos along
with articles and it’s very hard to
produce videos if you’re also
aggregating because sooner or later
you’re like why am i killing myself why
not
aggregated licensed content right so you
said YouTube is the bellwether so
YouTube is big how big is it how big is
it we’ll put it to you this way people
upload 60 hours of content each minute
on youtube so each minute there’s 60
hours of content that’s uploaded now
granted most of them might be crap but
quality is a very subjective matter
online a cat slipping off a toilet or a
dog on a skateboard might be crap to you
or I but that’s gold to you know the
a.d.d Generation Y now that is like well
we don’t care if it’s polished or not
more i read an interesting stat from a
youtube exact today on twitter so i’m
going to read this if you don’t mind
more video is uploaded to youtube in one
month then the three major us networks
created in 60 years I mean that that’s I
mean there’s another stat that the
amount of content so article social
media tweets whatever in one week that
is uploaded now to the Internet is more
than like all of the content that’s ever
been produced five times over so we’re
like not in the information age or in
like the age of clutter right and but
but here’s the sort of dichotomy because
now you don’t have this programming
world where and editor programs content
for the user to watch and then
advertisers to sponsor the the sad truth
is that the proportion of content that
users watch humor news violence porn god
knows what that the overlap between that
and what advertisers like is tiny and
then the kind of content the third
circle that lets say media companies the
distribution companies the network’s
those who either create or aggregate
content is even smaller because they
want to portray look look our audience
likes this even though their audience
like something else at my old company
askmen we had let’s say I’m not giving
anything away it’s pretty well known we
had fifty percent of our views of our
page views came from our top 99 babe
fest basically and then thirty five to
forty percent came from sex
dating articles okay and then five to
ten percent only came from fashion power
and money and all this other stuff but
when we spoke to advertisers even though
they would click on say the dating sex
and all that stuff we said look we have
fashion we have how to be a better man
etc etc and it’s like that with everyone
you know like fortune Forbes if you
actually you know peel back the layers
of the onions it’s the same thing what
people like you know are sort of the bad
things but advertisers don’t like that
so the media companies are going to
mislead them and say look this is what
people watch on our site so what are
some of the mistakes that new media
producers are making Wow I think new
media producers and this does touch a
little bit in terms of of news as well
is that they make a few mistakes and
it’s very common one is I think a lot of
the content is not evergreen enough so
for example when we started in 2006 you
know this was right before you know
Barack Obama’s rise began and a lot of
guys would be or gals would be very
passionate and they would just turn on
their camera and just be like Barack
Obama’s the best thing since sliced
bread or Barack Obama’s a bomb how dare
you vote for him and that was extremely
extremely timely because you know that’s
relevant then and a few years later
whether he’s a bomb or a hero it’s like
nobody cares about what you thought of
them before and that sort of touches the
second mistake they make oftentimes
producers really produce talking head
stuff actually ironically is just
watching this this kind of show this
kind of format is the exception to watch
modules programming the reason why we do
it frankly is is we covered this on the
first show is because in the business
vertical we I write articles for a few
publications Weather Tech Crunch paid
content media post whatever and I just
felt it would make sense to have a
weekly or frequent enough show that
touches on some of these themes business
politics are intact are some of the
exceptions where this format makes sense
but if you’re going to be producing
content and all you do is talking head
and timely you better hope that somehow
a million people are going to see it
because otherwise you’re going to
produce
that waste all that time and money for
like six people to watch you rant about
something sort of like maybe what I’m
doing now but again this is like less
than one percent of our program so I
would say the usual mistake people make
is that whereas what they should do is
say you know what NBC they have an
audience of whatever 50 million people
15 million people whatever it is they’re
going to talk about the daily stuff and
that’s really the timely stuff that you
turn to how can i leverage the internet
and the fact that everything is archived
and the fact that you got this backlog
of content how can I build up a catalog
that is visually rich and that will be
relevant over time so I think that the
issue there is if you think that’s
something ought to be an article don’t
produce a video for that subject good
rule so the The Huffington Post is
launching the Huffington streaming
network can you tell us about it yeah
sure so uh oh eh oh l which is
desperately trying to reinvent itself is
basically investing 30 million dollars
after spending three hundred million
dollars on huffington post to build a
live news online platform i think it’s
very ambitious it’s very risky at best
and it might be stupid at worse because
you know frankly even though AOL is a
big platform and five min the other
company at bought has a lot of long tail
sonication they really really need to
execute perfectly for this to work but
if a company can come along the way CNN
you know back in the day you had three
networks and then the cable specialty
channels game what you’re seeing with
the internet is a repetition of what
cable did to television so i don’t think
it means that nobody ought to do it but
it does make sense for a big company
like AOL that doesn’t really anymore
have the television to defend to
leverage huffington post and try to do
this but it’s an extremely risky bet so
when something happens like an
announcement of death something like
that how can publishers adapt and react
okay i think ultimately to sort of
clothes off it’s a good question because
we could sort of give you the trade-off
I think you have to say short term long
term there’s a trade-off if you’re when
Amy Winehouse dies tragically short term
you could create a quick talking head
video that just talks about the events
all she was found that
her London flat and she had a history of
drug problems and that is sort of what
people want to hear and frankly I think
an article suffices for that but if you
really want to do a video that might
work and that really could be talking at
with a few images and could be some
music in the background and it’s like a
low cost approach but what we’ve always
done is we’ve said screw that the AP
Reuters CP all those guys are going to
do that what we do is we take more of
the long-term approach and we create a
timeless bio or profile on that person
it’s a bit more expensive to produce and
it’s a lot more visually rich there’s a
lot of b-roll and there’s a lot of
fact-checking and proofreading in
history and research but that video then
is good forever so we purposely try to
stay away from that initial interest
that first day which is very much driven
around the events of her death or the
person’s death or news and we go for the
more long-term bet so I think you just
have to make a decision one is the
better long-term bet more expensive
long-term bet that you recoup over time
and that is a high longer shelf life the
other one is that quick fix that the
difference is it’s a lot easier to do
that quick video and that’s why it has a
shorter shelf life so that’s sort of the
thing all I guess to recap video content
is a very very tough business the
economics right now don’t really support
99% of endeavors but I think if you play
your cards right the way that watchmojo
built a nice little business around you
know evergreen brand safe content there
is definitely an opportunity over time
to build a nice little online video news
endeavor and if you do it right maybe
AOL and Huffington Post well one day
call and want to buy your company there
you go we’ll see this has been hit
module 30 Rebecca Britain thank you very
much for watching I’ve been your whole
session Carver solution
your host ashcan Carver solution and
joining me is Rebecca Britain so online
video content is hard enough and today
we’re going to talk a little bit about
the category of news news is obviously
one of the more popular segments of
content but it’s a tough business it’s a
tough business in traditional television
and even more so in video so let’s get
started alright so how does video
content fit in the real-time news
equation well I think we live in a world
where being when it comes to content and
news in particular I do think we live in
a world where being first unfortunately
is more important than being right or
even being correct I think especially in
the blogs and now unfortunately
traditional media has to follow suit you
see a lot of publications that just want
to be the first one to publish forget
fact-checking we’re talking not even
grammar and and you know spelling
mistakes so I think in that context the
problem is that video takes a lot longer
to produce than articles so we’ll talk a
little bit more about videos but I think
already with articles what you’re seeing
is that the the first one to get out
there is probably the first one that’s
going to get mentioned on social media
shared and you know obviously more
traffic means more revenue so
unfortunately there is currently a
disincentive to be quick more so than
correct or even good and then I think
that’s all exacerbated on in video
because video is just so long to produce
and that’s what makes online news so
much challenging when you live in a
world of Twitter and Facebook social
media right so in general what are some
of the specific challenges facing new
media video producers okay so if you’re
talking about new media video producers
you’re generally starting off with no
built-in the audience the idea is you’re
producing content and you have to both
build content and build distribution so
the main three challenges just when it
comes to audience building for content
producers is one generally speaking
users only sit through 30 to 60 seconds
of a video so what that means is you’ve
got a captivate your audience very
quickly and you know I
Twitter proves it’s harder to be
insightful funny informative in 140
characters than in 140 words so if you
got 30 to 60 seconds to hook your
audience chances are that you might not
to twenty-five percent of the videos
lifetime views tend to come in the first
four days that is the polar opposite of
articles which generally you publish
search engines index and over time sends
you traffic so with videos you know it’s
pretty depressing that the first you
know a few days is when your video makes
or breaks so to speak and then third and
this is I think the one that’s the real
punch in the you know the in the gut is
that on average a video on YouTube and
YouTube is the bellwether for video has
only seen 500 times in its lifetime
that’s really not enough to build a
business I mean that’s like 50 Cent’s of
revenue for like however long your video
is and there’s a good chance that it
costs you a lot more to produce it so
when you bring those three challenges
together it is an uphill battle and that
could be for all videos let alone news
which is very usually timely and
time-sensitive so what about more
traditional content producers what are
their challenges okay so if you’re a
traditional media company you probably
have a brand you have a catalog and you
also have you know an existing audience
and distribution the challenge is for
you to quote Jeff Zucker former CEO of
nbcuniversal you don’t want to trade
your analog dollars for digital pennies
or even quarters so you don’t want to
take your premium super premium content
publish it on the internet and make
pennies and kill your business faster so
the biggest challenge that traditional
media companies face is that their costs
whether it’s union issues labor issues
workflow processes whatever it’s way too
expensive for them to produce content
for the web if you take a look at in the
US for example network television you
know ABC NBC CBS fox for like a typical
one hour of programming it can range
from a million 25 million dollars that’s
very expensive if you go one notch below
that for the specialty cable channels
it’s still anywhere from like $250,000
to a million dollars per hour you know
one of our advisors she’s a president he
was a former president to National
Geographic and he’s like
like a National Geographic it cost us
500,000 to a million dollars per hour
that’s insane now in terms of web
producers the average right now I’m not
talking about the super you know rough
quick dirty video nor am I talking about
the super polish scripted entertainment
that you know was produced by you know a
very high budget but on average web
producers are creating content that
costs between fifty thousand dollars and
a hundred thousand dollars an hour we
had watchmojo being based in Montreal
you know we could produce content at a
far lower cost it costs us about $125 a
minute if you do the math that’s 75
hundred dollars on average to produce an
hour which is a hell of a comparative
advantage and I mean you could argue
that sure if you ship it off to China or
India you might even produce it lower
but I think content unlike technology
you can’t build software and not take
into consideration whether it’s culture
or language or whatever so I think you
know it’s it’s like low enough is good
enough just like last week there was a
transaction discovery communications
which generates four billion dollars
with 1 billion dollars in profit it’s a
company that’s worth 15 billion dollars
they bought our friends over at revision
3 4 30 million dollars and the incentive
was not all we need revision3 for
revenue it was you know they basically
said we discovery are making content
that causes 500,000 to 750 thousand
dollars if we want to do that at one
tenth of the cost it’s like we’re never
going to get that done it’s just you
know a reminder that as i like to say
online video thus far as like the
afghanistan of the media industry it’s
like everybody goes inputs in all this
money thinking they’re going to come out
victorious and by and large you just
find yourself 5-10 years later still
experimenting trying to find a business
model that works no disrespect to the
afghanistan and Afghani people by the
way so within an organization are there
any specific challenges regarding
content production yes there’s there’s a
number uh there was a recent sort of
survey that said generally speaking the
main issues are it’s very challenging
for companies to produce content that
people want to watch to getting the
budget usually as a challenge because
you’re basically asking for money that’s
coming from
other areas that could be articles or
traditional media 3 to produce enough
content to please the masses that’s
usually a challenge because you know you
might as i like to say technology is a
zero-sum game you’re going to buy a PC
or a Mac you’re going to buy an android
phone or an iPhone usually but with
content like if you’re traveling to
Barcelona you’ll probably read three
articles and watch five videos so you
need to produce a lot of content a
couple of other things that sometimes in
some organizations you’re going to have
a very conflicting agenda you can have
management issues where you as a content
person might want more videos but your
CEO and your CFO or like yeah this is a
waste of money and then finally I think
variety that’s another thing we always
people like about watchmojo is that we
have you know we we basically have a
horizontal editorial strategy so we
produce content from automotive to video
games and then we filter that in like a
covering the people places and trends
that you care about and then we publish
that in an events based calendar so
anniversaries of deaths and births
historical milestones album releases
film releases that works for us it gives
us a lot of variety it gives us a lot of
depth and breadth but that’s hard we can
produce a lot of content video content
because it’s really the only thing we
focus on I think you know in my 67 years
of both doing launch mojo and speaking
to other companies the patterns pretty
clear if you’re going to be an
aggregator the ROI from sorry if you’re
going to look at content the ROI from
aggregating is quicker it’s sorry the
payback is quicker and you get you know
a higher return early on from
aggregating because you don’t have to
worry about content creation at the end
of the day you might be one of a
thousand aggregators so that’s a risky
endeavor but it is a faster payback than
if you’re a Content producer and then if
you are a Content producer it’s sort of
the same thing where the payback is a
lot faster if you’re producing articles
but again everybody produces articles so
long term you’re one of a million so if
you focus on videos and you find your
niche and you find your little mo I
think you can build a nice business but
it’s always very hard to do videos along
with articles and it’s very hard to
produce videos if you’re also
aggregating because sooner or later
you’re like why am i killing myself why
not
aggregated licensed content right so you
said YouTube is the bellwether so
YouTube is big how big is it how big is
it we’ll put it to you this way people
upload 60 hours of content each minute
on youtube so each minute there’s 60
hours of content that’s uploaded now
granted most of them might be crap but
quality is a very subjective matter
online a cat slipping off a toilet or a
dog on a skateboard might be crap to you
or I but that’s gold to you know the
a.d.d Generation Y now that is like well
we don’t care if it’s polished or not
more i read an interesting stat from a
youtube exact today on twitter so i’m
going to read this if you don’t mind
more video is uploaded to youtube in one
month then the three major us networks
created in 60 years I mean that that’s I
mean there’s another stat that the
amount of content so article social
media tweets whatever in one week that
is uploaded now to the Internet is more
than like all of the content that’s ever
been produced five times over so we’re
like not in the information age or in
like the age of clutter right and but
but here’s the sort of dichotomy because
now you don’t have this programming
world where and editor programs content
for the user to watch and then
advertisers to sponsor the the sad truth
is that the proportion of content that
users watch humor news violence porn god
knows what that the overlap between that
and what advertisers like is tiny and
then the kind of content the third
circle that lets say media companies the
distribution companies the network’s
those who either create or aggregate
content is even smaller because they
want to portray look look our audience
likes this even though their audience
like something else at my old company
askmen we had let’s say I’m not giving
anything away it’s pretty well known we
had fifty percent of our views of our
page views came from our top 99 babe
fest basically and then thirty five to
forty percent came from sex
dating articles okay and then five to
ten percent only came from fashion power
and money and all this other stuff but
when we spoke to advertisers even though
they would click on say the dating sex
and all that stuff we said look we have
fashion we have how to be a better man
etc etc and it’s like that with everyone
you know like fortune Forbes if you
actually you know peel back the layers
of the onions it’s the same thing what
people like you know are sort of the bad
things but advertisers don’t like that
so the media companies are going to
mislead them and say look this is what
people watch on our site so what are
some of the mistakes that new media
producers are making Wow I think new
media producers and this does touch a
little bit in terms of of news as well
is that they make a few mistakes and
it’s very common one is I think a lot of
the content is not evergreen enough so
for example when we started in 2006 you
know this was right before you know
Barack Obama’s rise began and a lot of
guys would be or gals would be very
passionate and they would just turn on
their camera and just be like Barack
Obama’s the best thing since sliced
bread or Barack Obama’s a bomb how dare
you vote for him and that was extremely
extremely timely because you know that’s
relevant then and a few years later
whether he’s a bomb or a hero it’s like
nobody cares about what you thought of
them before and that sort of touches the
second mistake they make oftentimes
producers really produce talking head
stuff actually ironically is just
watching this this kind of show this
kind of format is the exception to watch
modules programming the reason why we do
it frankly is is we covered this on the
first show is because in the business
vertical we I write articles for a few
publications Weather Tech Crunch paid
content media post whatever and I just
felt it would make sense to have a
weekly or frequent enough show that
touches on some of these themes business
politics are intact are some of the
exceptions where this format makes sense
but if you’re going to be producing
content and all you do is talking head
and timely you better hope that somehow
a million people are going to see it
because otherwise you’re going to
produce
that waste all that time and money for
like six people to watch you rant about
something sort of like maybe what I’m
doing now but again this is like less
than one percent of our program so I
would say the usual mistake people make
is that whereas what they should do is
say you know what NBC they have an
audience of whatever 50 million people
15 million people whatever it is they’re
going to talk about the daily stuff and
that’s really the timely stuff that you
turn to how can i leverage the internet
and the fact that everything is archived
and the fact that you got this backlog
of content how can I build up a catalog
that is visually rich and that will be
relevant over time so I think that the
issue there is if you think that’s
something ought to be an article don’t
produce a video for that subject good
rule so the The Huffington Post is
launching the Huffington streaming
network can you tell us about it yeah
sure so uh oh eh oh l which is
desperately trying to reinvent itself is
basically investing 30 million dollars
after spending three hundred million
dollars on huffington post to build a
live news online platform i think it’s
very ambitious it’s very risky at best
and it might be stupid at worse because
you know frankly even though AOL is a
big platform and five min the other
company at bought has a lot of long tail
sonication they really really need to
execute perfectly for this to work but
if a company can come along the way CNN
you know back in the day you had three
networks and then the cable specialty
channels game what you’re seeing with
the internet is a repetition of what
cable did to television so i don’t think
it means that nobody ought to do it but
it does make sense for a big company
like AOL that doesn’t really anymore
have the television to defend to
leverage huffington post and try to do
this but it’s an extremely risky bet so
when something happens like an
announcement of death something like
that how can publishers adapt and react
okay i think ultimately to sort of
clothes off it’s a good question because
we could sort of give you the trade-off
I think you have to say short term long
term there’s a trade-off if you’re when
Amy Winehouse dies tragically short term
you could create a quick talking head
video that just talks about the events
all she was found that
her London flat and she had a history of
drug problems and that is sort of what
people want to hear and frankly I think
an article suffices for that but if you
really want to do a video that might
work and that really could be talking at
with a few images and could be some
music in the background and it’s like a
low cost approach but what we’ve always
done is we’ve said screw that the AP
Reuters CP all those guys are going to
do that what we do is we take more of
the long-term approach and we create a
timeless bio or profile on that person
it’s a bit more expensive to produce and
it’s a lot more visually rich there’s a
lot of b-roll and there’s a lot of
fact-checking and proofreading in
history and research but that video then
is good forever so we purposely try to
stay away from that initial interest
that first day which is very much driven
around the events of her death or the
person’s death or news and we go for the
more long-term bet so I think you just
have to make a decision one is the
better long-term bet more expensive
long-term bet that you recoup over time
and that is a high longer shelf life the
other one is that quick fix that the
difference is it’s a lot easier to do
that quick video and that’s why it has a
shorter shelf life so that’s sort of the
thing all I guess to recap video content
is a very very tough business the
economics right now don’t really support
99% of endeavors but I think if you play
your cards right the way that watchmojo
built a nice little business around you
know evergreen brand safe content there
is definitely an opportunity over time
to build a nice little online video news
endeavor and if you do it right maybe
AOL and Huffington Post well one day
call and want to buy your company there
you go we’ll see this has been hit
module 30 Rebecca Britain thank you very
much for watching I’ve been your whole
session Carver solution
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