Republican Presidential Candidate Herman Cain made news recently for his campaign cancelling an interview with newspaper this Thursday, saying it didn’t want the interview to be video recorded and arguing that video is only typical for television. But do the latest stats show otherwise?

According to the New Hampshire Union newspaper’s website, Cain spokesman J.D. Gordon told Politico that the campaign will not allow any future newspaper editorial board meetings to be videotaped.

“Videos are typically used for television and it’s a newspaper. We decided we didn’t want to do the video,” Gordon said.

The comScore Video Metrix Report on Newspapers

I asked the folks over at comScore to send me their Video Metrix statistics on total videos in the past year by the newspaper industry. Here’s what the data shows:

Newspapers’ Video Views

  • In October 2011, videos published online by newspapers were watched over 56 million times
  • In the past 12 months, videos published online by newspapers were watched over 720 million times.

Newspapers Unique Video Viewers

In October 2011…

  • The newspaper industry had over 14,561,000 unique video viewers online, and averaged 952,000 daily unique viewers.
  • The average newspaper viewer watched 3.9 videos online.

The data also suggest a trend towards more newspaper videos being watched online as political campaigns and elections heat up. For example, the November 2010 stats (during the mid-term election), had an 80% viewer increase over the most recently reported month.

Is Newspapers’ Video Share Slipping?

According to comScore, the newspaper industry’s total online videos compared to the entire News/Information industry (i.e., news journalism) dropped from 9.56% in October 2010 to 4.35% in October 2011. That figure is partially due to a huge jump of online videos by other sectors of the news journalism industry, along with a decline in newspapers’ own resources and newsroom staff dedicated to video content.

So What Do YOU Think?

It’s most unusual for a candidate seeking the highest office in the land, who is actively soliciting interviews with influential newspapers (and a conservative newspaper at that), would reasonably think that newspapers should only do traditional (i.e., “print”) media, and not video; and apparently, not video that would be able to be viewed, shared, and commented online.

So do you believe Cain’s campaign is serious? That his previous interview performance with another newspaper – the Milwaukee Journal Sentinel – wasn’t the actual reason they didn’t want to allow for video recordings of future interviews with newspapers? Do you believe that there’s a serious argument that newspapers should be doing online video as part of their news journalism? Or maybe at least, when interviewing political candidates?

Me thinks someone needs an video edu-Cain-shun. (OK, submit your entry for Worst Pun of 2011.)