LiNKED — Summer 2008 - (Page 20)

20 RICH MEDIA FINE WOODWORKING CONSTRUCTS A DIGITAL FOUNDATION FOR ONLINE VIDEOS few years ago, The Taunton Press realized what rich media (aka online videos) could give the readers of Fine Woodworking Magazine, which has offered practical, how-to information for 32 years. “Video is the next generation of storytelling,” says Matt Berger, Web content manager for The Taunton Press. Before YouTube and other online video platforms brought rich media to the masses, Taunton was realizing it wanted to go beyond using good photography and design to help its audiences improve their woodworking skills. In the last few years, the video collection at taunton. com/ﬁnewoodworking has grown to more than 380 and earned thirdplace honors at the 2008 Magazine Publishers Associaiton digital awards, coming just behind Slate and National Geographic. “Our subject matter does really well in video form. People learn really well when they see someone doing it,” Berger says. For example, viewers now can see exactly how to hold a tool and how much pressure to apply when using it. Recent videos include how to build a round table and quick tips on how to cut faster setups on a roller stand— technical information that FineWoodworking’s readers have come to expect. Berger says a three- to four-minute video typically is cut from an hour’s worth of shooting. The staff includes a video producer but relies on the efforts of photographers and others to shoot in all interest areas. “Shooting video takes a certain type of person who can see (the process) visually,” he says. Magazine editors and directors already have an insight from the printed version that can translate into the online videos. Just as leads and nut graphs need to be written well to draw in the reader the same is true for videos. “How do I get somebody to watch the video past 10 seconds,” is the question all online videographers must ask, Berger explains. Fine Woodworking Magazine www.taunton.com/ finewoodworking Print circulation: 292,563 Video streaming views (monthly): 450,000+ Avg age of reader: 55+ Avg income: $121,000 Amount spent annually on tools: $6,000 LINKED SUMMER 2008 http://www.taunton.com/finewoodworking http://www.taunton.com/finewoodworking http://www.taunton.com/finewoodworking

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Linked - Summer 2008 Podcasting Daily Flossing for the Mind Music Fans Find Spin More Content It's a Digital Edition World Rich Media

LiNKED — Summer 2008

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