Local Video Ads Can Sell After All; Teesside Does It Low-Tech

So the supposedly troubled local newspapers can strike sponsorship deals after all… Trinity Mirror-owned Teesside Evening Gazette, famous for its Gazette Communities network of ultra-local news sites, has found a somewhat low-tech way to monetise its video content. The paper’s sports writers have been filming their video analysis of Middlesbrough FC matches in front of a pop-up hoarding displaying advertisers’ logos, just like the post-match interviews on Match of the Day or Sky Sports.

It’s the result of a five-figure deal with local businesses including Middlesbrough College and a local social housing group that combines video with a presence in the paper’s print edition and on its blogs. The white board rolls up into a portable box, so Gazette reporters are taking it with them to games to put up while filming Boro fans’ views at matches. Trinity claims the videos receive 50,000 views each — and with the state of print advertising being what is, any increase in online income will be more than welcome for regional papers.

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