I had a chance to catch up recently with our friend Jim Louderback, CEO of Revision3. Jim talks about how video has helped magazine brands recreate a kind of deep-dive content experience on tablets that readers are used to getting from print editions. He then ties that into how online video is attempting to mimic the lean back video content experience that television delivers.
You can read the full transcript of the video below by clicking “View The Transcript.”https://www.youtube.com/watch?v=QyxpDO8XtME
Jim: I ran magazines in the ‘90s and I worked at magazines and we were actually – the magazine that I ran, the Test Lab at PC Week, we were actually the first magazine that put ads on the internet. Wired is wrong. They were not the first, we were the first.
But we just took our magazine articles and shoved them up online. That was the path right? But over time it became blogs and social media and all that and what we found is that websites – so you have a magazine brand, your website brand for that magazine is not your magazine, it’s short snacky stuff. It’s quick, it’s blog posts, it’s da-da-da-da-da. It’s boom, boom, boom, boom, blah, blah all over the place. It was short attention span because you were sitting in front of your computer. It was not the same experience you get when you open up your favorite magazine like wait a minute.
Like I just happen to have Wine Enthusiast, not that this is my favorite magazine but you know when I get this magazine – it is one of my favorites. When I get this magazine I have this nice deep dive experience. Look its this rich deep experience and I read it and it’s like I spend 45 minutes or an hour and you know it’s like when I fly back home to San Francisco tonight, I’ll probably sit there and read this and who knows I might even have a glass of wine.
But the experience online, for Wine Enthusiast or PC Magazine where I was or anywhere else is much more like boom, boom, give me what I want, let me go over there and but – that short attention span thing that you get when you’re on a magazine online is very different from that lean back experience with a magazine when you’re kicking back.
Now the interesting thing that’s happening with the tablet and magazines is that digital editions of magazines are coming out on tablets but they’re not that short attention span, boom, boom, boom, boom, move around. They’re actually recreating that deep dive long form experience where you’re really, you can have a magazine on your tablet and have a great deep experience with it like you can with that printed product. Very interesting.
Now the analogy I have for video is traditional television up on the big screen I want to do a deep dive into Modern Family or Dexter or whatever, whereas online when you’re looking at it on your computer or your iPad or your phone, it’s more like boom, boom, give me this short thing.
Mark: Yeah, snippets.
Jim: Snippets but I don’t know how the tablet’s going to work out. My suspicion is that the tablet is going to become a primary video consumption device that will allow us to do both. I think the tablet allows us to do short consumption but also, you can watch a movie on here. You can watch a half hour show and have a really good experience. The tablet is going to become a video consumption device that will allow you to deep dive and do short attention span. It may become a deep dive. It may become a short attention span, it may be both.
So the reason why I bring this up is when you think about internet video, right now successful internet video is short and it’s snappy and you move around it’s boom. And there’s that long form on the TV and a lot of this money that’s sloshing around that’s going into creating new video products are trying to replicate that long form lean back experience and I don’t think there are enough of those devices yet to make that a profitable experience yet. I think it will happen.