@ MPA: YouTube Continues Goodwill Tour: Today It’s Magazines

YouTube wants more magazine partners. And as Jordan Hoffner, head of Premium Content Partnerships for the Google-owned video sharing site, mentioned to me after his keynote presentation at the Magazine Publishers Association’s 24/7 Digital Media conference, it wants more broadcast, cable and radio deals as well. Earlier this month, YouTube held two days of high-level meetings with ad agencies and marketers, including a mini-upfront presentation closed to the press. As YouTube builds up its ad services, the company has been on something of a goodwill tour the past few weeks. So, given the audience, Hoffner tailored his talk to an industry that’s been growing more accustomed to the web as print continues to struggle. Making his pitch, he promised magazines a large audience, engagement and a new avenue to sell a magazine’s brand and extend its advertising: “You control the ad inventory, not us. You off-load that inventory to us, at a discount, we all want to make money, but you control it.” He did admit that it will still take time to work out the standards for ad formats. But once that happens, “it will be easy to make money.” As for how magazines can gain a toehold in the online video realm, Hoffner offered some pointers both in his presentation and during our conversation afterward:

More personality: Rule number one is don’t just put a camera out during a photo shoot. Video thrives on personalities, not just narratives, so make your editors a star, not just a background part of the storyline. He then showed an example of Seventeen

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