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Summary:

Are journalists and bloggers for traditional newspapers a new talent pool for the world of web video? As more publications push their staffers to explore online options for spreading the brand, it’s a trend that appears to be gathering momentum — and it’s resulted in some […]

Are journalists and bloggers for traditional newspapers a new talent pool for the world of web video? As more publications push their staffers to explore online options for spreading the brand, it’s a trend that appears to be gathering momentum — and it’s resulted in some great content created on a relatively low budget.

For example, New York Times technology columnist David Pogue became a viral video star in 2007 thanks to the Webby-winning iPhone: The Music Video, and has continued to create short videos on a weekly basis that put a creative spin on tech issues. And when the Times partnered with CNBC for Pogue’s video series, they were able to share the costs and production as well as the content.

The Cheeseburger Show‘s Kevin Pang, meanwhile, is a food writer for the Chicago Tribune who’s been using online video to showcase different varieties of the Chicago-area cheeseburger. While the show is produced under the Chicago Tribune banner, and benefits from the newspaper’s brand placement, it receives no actual funding from the Tribune Co. As Pang told the Chicago Reader, “Myself and a few friends filmed, edited, did sound, put on the pancake makeup completely by ourselves, on our own time. A labor of love, to be sure.” They’re also seeking sponsorship for the series, so as to “actually (hopefully) bring in coin for Mother Tribune.”

And the new series Twits, which riffs on the recent phenomena of celebrities using — and abusing — Twitter, gained notoriety for being a Washington Post production. It’s not what you’d expect to see under the banner of the publication that once brought down a U.S. President, but it was created by Liz Kelly, WaPo’s celebrity gossip blogger, who came up with the show as an accompaniment to her blog Celebritology.

By allowing their reporters to build an audience around their unique voices, the Times, Tribune and Post have been able to build their brands simply by associating themselves with fun content, and at minimal personal cost (something I go into in further detail about in a longer version of this piece over at GigaOM Pro, subscription required). Will any of these shows save the allegedly dying print industry? If publications begin to seriously retreat behind paywalls, then one good exclusive show, on top of well-respected news coverage, might be enough to convince subscribers to sign up.

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  1. I still love my old mobilephone even when that music video is really funny! :-D

  2. They’ve got to reinvent themselves somehow.

  3. I don’t think this is about spreading the brand, but that certainly is an added value. Journalists of all many mediums can use video as a very compelling storytelling tool. If you know how to produce and syndicate that story, then you add value for your viewers and the media outlet that employs you. Will this save print??? There is a lot of room for innovation in news…exploring that is a good place to start.

    to add to your profiles, here’s @deantak from Venturebeat. A print guy from SJ Mercury News, WSJ, Los Angeles Times..

    http://venturebeat.com/2009/09/18/hands-on-with-the-sony-pspgo-handheld-game-player-video/

    How do you go from scribe to standup? Good things happen when you’re not trying that hard to be anything but yourself. People get that.

  4. Check out the travel reporter on gay web tv:

    http://www.homovision.tv/homotravel-kokerboom-forest/

  5. Top 10 Professional Favorites from 2009 Tuesday, December 29, 2009

    [...] Show Kevin Pang’s multi-episode ode to Chicago-area cheeseburgers was, according to Pang, largely self-funded, but under the Chicago Tribune brand it established itself as one of the most charming food [...]

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