CMS: Business considerations with video strategy and CMS

Many newspapers have already incorporated video, for both web and mobile publishing platforms, but most are still thinking about it. From a business (and CMS) point of view, in order to take the potentially complex and costly step into video/web TV, you need to leverage your market reach.

Says Martijn Garretsen, business development manager at Blue Billywig, a Dutch developer of integrated web video solutions:

“It is important to investigate the business case upfront. Talk to advertisement agencies, try to set up talks with user groups, and make continuous improvements by constantly measuring your goals. There will be major shifts in the time consumption of the public and newspaper companies are in a strong position to take a big piece of this pie. The online video market will be made up of a lot of fragmented niche parts and a newspaper company has to be able to re-publish to a lot of different niches, so called ‘longtail’ publishing. New business models can be set up for smaller audiences or niches. An example to illustrate this is that you can re-publish all your items about cars and create a niche channel for car freaks. It is expected that these small niches together will create a vast market as well. The key is that as a publisher you should look at both models: big reach by serving the masses and serving a lot of niches while (re-)publishing items.”

Cecilia Campbell, Ifra correspondent