The Magazine Leaders and Laggards of Online Video
An unscientific survey.
I was recently wading through the innards of Times
business section when I came across this item:
"Video sites need to draw a minimum of 50,000 views a month
before getting serious interest from advertisers, Dina Kaplan, a founder of the
video-sharing site Blip.tv, told Daisy Whitney of TVWeek."
Inspired, I took a brief, unscientific
survey of magazine Web sites and YouTube channels to try to figure out which
monthly magazines are gaining online video traction.
Here are some leaders:
- Maxim: Never mind the whole site, the
average individual Maxim video probably gets more than 50,000 page
views. And most videos on their
proprietary player start with a 30-second pre-roll from an advertiser like
Zune or Sony Playstation.
- Men’s Health: Men’s Health is a
good example of fitting a broad content offering into a standard (Brightcove) technology
platform. They also have short,
unobtrusive pre-roll advertising, in this case from Acura.
- Seventeen: Seventeen.com’s "Seventeen
TV – Style Stars" is an effective use of video from their photo shoots
presented via Hearst’s Maven-based
video player. Like the two sites
above, they also appeared to have successfully sold video pre-roll ads.
- Vogue/Style.com: The Conde Nast fashion site,
powered by Feed Room, makes great
use of fashion show video that complements and amplifies the content from
the magazines, with 15 and 30 second video pre-roll to go with it.
And some laggards:
- Vanity Fair: Vanity Fair also uses
shot at various photo shoots.
There are also a few interviews that relate back to content from
the monthly issues. The overall
impression here though is that the magazine is king and the internet video
- Reader’s Digest: The RD.com video gallery
(Brightcove here again) links to a user-generated funny video contest. I thought that the winners ("Sassy Too")
were adorable, but apparently advertisers do not.
Homes & Gardens: BHG.com’s Better.TV
(yet another Brightcove implementation) has the editorial feel of your
local new station’s morning show.
Video advertising is sparse.
- Southern Living: I actually
love this magazine (my mom is a subscriber), but I honestly don’t think
they have any video on their Web site.