@ Media Week: Scripps Continues Transformation Into Interactive Media Company

Scripps will add four “hyper-niche” broadband channels in coming months. HGTV KitchenDesign debuts this month with about 200 videos from HGTV”s extensive library; half-hour shows are edited down to broadband friendly lengths. Scripps CEO Ken Lowe describes Scripps’ hyperniche concept as “ad-supported short-form videos produced specifically for the web.” Also en route: HGTV BathDesign, Healthy Eating and Gardening.

– Shopzilla continues to be a good story for Scripps. Dynamic Shopzilla pods are being placed throughout the other Scripps sites.

– Food Network’s page views doubled for Thanksgiving with unique visitors up about 50 percent.

On the newspaper side, Scripps EVP Rich Boehne said “virtual town square” YourHub.com is doing well enough that Scripss execs are considering expansion to other papers. YourHub includes 40 community sites, 15 community print sections and 10 ad zones. “We’re looking at rolling it out in Knoxville with Florida not far behind.”

– Scripps is not trying to replicate newspapers online. BonitaNews.com, Boehne said proudly, “is much more than a newspaper web site; it’s hardly a newspaper site at all.” He played part of a BonitaNews.com podcast that led off with a promo for the paper — “delivered to your doorstep, computer or MP3 player” — and an ad. “We’re having no trouble sellling any of the advertisers into these platforms,” he said.

– Lowe on the a la carte question: “I don’t think that’s a reality for a lot of different reasons. Should an a la carte ever happen I think our networks would come out fairly well.”
– Scripps estimates that 11 percent of its consolidated revenue in 2006 will come from internet advertising (three percent) and search (eight percent).

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