NAA videoThe NAA (Newspaper Association of America) has released a report that attempts to urge newspaper websites and publishers to focus more on internet video content – if they aren’t there already. This new report, titled, ”Zooming In on Online Video: A Development & Growth Guide for Newspaper Web Sites,” has been released by the NAA and is intended to provide newspapers of any size with resources and information to help develop successful and profitable online video applications.

“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.” The financial promise of video is significant, NAA believes. “Local online video advertising was a $400 million business in 2007, according to Borrell Associates,” the report states, and “eMarketer expects that online video ads will pull in $1.3 billion this year.”

In addition, NAA has a good amount of resources for newspapers and newsrooms that are just getting started with online video:

  • Shooting quality video
  • Equipment: What cameras and peripherals to buy
  • Editing and publishing and hosting
  • Live video: Newspapers take on TV
  • Monetization and advertising: How to make money.
  • Building a newsroom studio: Set building 101
  • Beginning video glossary

Finally, NAA conducted a survey about newspapers’ online video operations which can be downloaded here. The results of the survey demonstrate that newspapers have made impressive efforts to produce online video of local relevance for the Web, despite its potential to be ab expensive and time-consuming endeavor. It also indicates that newspapers may want to consider selling more advertising alongside online video.

Here are some of the Key Findings

Less than 50,000 circ.108
50,000 to 99,999 circ.49
100,000 to 249,999 circ.36
250,000 or more circ.20

The table at right shows the number of newspaper respondents by category. In the less than 50,000 circulation category, 87 percent of respondents said their newspaper Web site features online video. All respondents in the larger circulation categories reported having online video.

1. Content: In addition to running content from the Associated Press or other wire services, most newspapers are putting resources into producing their own, locally focused original video content. Many newspapers reported a strong focus on local news and local sports videos. The majority of newspaper Web sites in all circulation groups also accepts user-generated video.

2. Editing and Publishing: Flash video is overwhelmingly the most popular format for newspaper Web sites, followed (distantly) by Windows Media. At many newspapers the online staff is responsible for editing and posting video content.

3. Staffing: Many newspapers reported print journalists are picking up video cameras. Photographers and reporters are more responsible for shooting video content than the online staff. More details about these findings and dozens of others in the areas of producing, editing, publishing, monetizing and more are included in this study.

Is your newsroom active with video? Who is shooting it? Who is editing it? What works best? Are readers responding?