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Face Change by Changing Up Your Content Game Plan

Posted by Ellie Becker on Mon, Dec 05, 2011 @ 18:12 PM

New York Times Video Content Strategy Last week on morning TV I noticed that a couple of news segments featured high-profile on-camera interviews by the New York Times. For a number of years, the Times, like all traditional print media, has been trying to figure out its future in a digital world.

Providing exclusive video content to TV networks strikes me as a highly adaptive strategy. Times reporters have amazing interviewing skills, some of the best in the world. And they have credibility and access to top newsmakers. So why not branch out?

I’ve been seeing links to feature story-type videos on the Times’ home page for quite awhile. But these recent hard/breaking news stories – like an interview with Penn State’s Jerry Sandusky – seem to be an evolution of video content development.

The decision to venture from the comfort zone of print – whether on paper or online -- and become a video content provider is smart, smart, smart. It will be interesting to see how the Times monetizes video going forward. It’s one thing to develop video for one’s own online channel and another, entirely, to create footage that can be provided to other news outlets for a fee.

The takeaway here is that we’re all in the same boat as the New York Times. Our marketing has changed, our channels have changed and so have our opportunities. The way we navigate this change and the way we use it to forge our futures will determine our future survival and success.

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Image is from the Flickr stream of henrivzq under Creative Commons license.

Topics: New York Times, Content Strategy, Ellie Becker, E.R. Becker Company

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