BtoB Media Business - June 2010 - (Page 18)

Production PRODUCTION Broadcast views Penton uses ‘capture once, use many’ strategy with advertisers to cultivate online video news PRESSING ISSUES Postal changes pose challenges o Arnone, director of production at Editorial Projects in Education, has been with the company since early 2007. She started her career in magazines with That New Magazine Inc. in New York in 1979. Media Business: What are some of the big issues you’re dealing with? Arnone: The USPS is rearing its head again with more changes. This BIO time it is droop-test- JO ARNONE Director of ing publications. If you’re too limp, they production, Editorial don’t want to mail Projects in you without a penal- Education ty. Many publications, suffering from a downturn in total number of ads and the subsequent loss in page count, are less stable then before and might be affected. MB: How is the potential for fiveday postal delivery affecting you? Arnone: It will be interesting to see how the post office complies with the established standards for timely delivery. The present standard for periodicals is one to seven days. Those of us who mail periodicals are well aware that, even with the use of additional drops, the post office does not presently meet this timetable. My organization typically sees delivery times spanning a range double this. There is no doubt that cutting a day would save money, with estimates placing the amount at over $1.5 billion. It is equally important to note that nothing is said about what it will do to improve service, because it won’t. Nothing will. Publishers are the victims each time the post office institutes its latest round of changes. Changes are implemented with the promise they will allow the service to deliver fewer pieces in a more mechanized way, leading to greater efficiency and subsequent cost savings. Unfortunately, that has yet to —M.J.M. happen. J A ample of the type of online programming that t the annual PRINT 09 trade show last will hold increasing appeal for b-to-b marSeptember in Chicago, Penton Me- keters, particularly those that sell industrial dia’s American Printer deployed two products. camera crews to shoot video of 60 exhibitors “We’ve all seen the growth, with YouTube describing their products and services that alone getting 2 billion hits a day,” Bieda said. were on display. That accumulated video is “The challenge is: How do you organize that in used to develop content for AmericanPrint- a business environment to efficiently commuerTV, an online program that delivers news nicate and drive value for sponsors and, for us, and information about the printing industry. how do we fairly monetize it?” The biweekly program, which runs roughly According to eMarketer, ad spending on eight minutes, made its debut in conjunction online video is expected to grow to $1.4 bilwith the PRINT expo. lion this year from $1.1 bil“We went with Amerilion in 2009. In 2011, it is canPrinter first because it projected to grow to nearly covers a machinery-based $2 billion. market and [through AmeriBieda said that any bump canPrinterTV] we’re providin AmericanPrinterTV’s freing the 80% of the market quency will depend on adthat doesn’t go to the annual vertiser demand, but he’s trade show with a way to betting that within a year or Penton Media’s AmericanPrinterTV see these products in action is an online show that delivers so the show will likely be a so they can make initial pur- news and information about the weekly. “It’s getting sight, chase decisions and vendor printing industry. sound and motion, or anyselection decisions,” said Scott Bieda, VP-cus- thing that moves, capturing that [product] on tom solutions at Penton Media. video, adding audio and creating content that So far, seven of the 60 exhibitors that par- you can deliver for advertisers.” ticipated in the video shoot at the PRINT Forbes Video Network, which debuted in show have repurposed their content for 2002, continues to expand its video fare. The AmericanPrinterTV, Bieda said. Advertisers network, part of Forbes.com, runs more than have the choice of buying a direct sponsor- 100 hours of original programming each week ship, which includes a pre-roll ad and 90-sec- on a variety of business topics, such as entreond advertorial during the show, or “Product preneurs, markets and technology. Spotlight,” a prerecorded video produced Most segments are two-to-three-minute along with the marketer that is meshed with video packages produced out of Forbes’ news the news lineup. bureaus in New York, San Francisco and Another option for advertisers: American- Hong Kong, among other locations. The netPrinter can send a crew to a client’s office or work has recently branched out by adding plant to produce a customized video package on long-format programs, such as “Intelligent Invarious facets of the business. “The idea behind vesting With Steve Forbes,” which debuted this was to ‘capture once, use many’ throughout late last year and features the Forbes Media the year,” Bieda said. “We decide the editorial CEO interviewing industry chieftains. and work with advertisers on how they want to “We’re always exploring new material use their content for the broadcast.” and looking at different [video] formats,” said The show is produced by Worker Bee TV, Mia Haugen, Forbes’ managing editor, who a Canadian vendor that supplies the talent and also runs Forbes Video Network. “But right packages the editorial before sending it back to now what works a lot better for us is a one-onPenton for final review. Bieda said the show, one format or field production, where you can delivered in a broadcast news style with two go out and shoot video, or a combination of anchors and sophisticated graphics, is an ex- the two.” BY MATTHEW SCHWARTZ 18 | Media Business | June 2010 | mediabusinessonline.com http://www.Forbes.com http://www.mediabusinessonline.com

Table of Contents for the Digital Edition of BtoB Media Business - June 2010

BtoB Media Business - June 2010
Contents
ABM Conference
E-Mail Management
Content Management
Departments: Sales & Marketing
Departments: M&A
Departments: Audience Development
Departments: Events
Departments: Production
Departments: People
Departments: Benchmarks
Endnote

BtoB Media Business - June 2010