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Second annual NewFronts reveals new video initiatives at news orgs

Video PlayerIn this year’s second Digital NewFronts event, a forum allowing digital publishers to present content akin to TV ad pitches in order to entice online advertisers, multiple news organizations presented their video expansions. BuzzFeed, for instance, noted that it has produced 1,600 videos since September 2012 and is gaining more than 1.1. billion YouTube views, AdAge.com reported. Here’s what other news organizations are doing to grow their video presence:

  • Last week, The Wall Street Journal launched Signal, a digital video magazine that will curate videos from the paper’s news staff as well as filmmakers, reported AdAge.com. The new video hub will include short videos as a prelude to longer feature videos.
  • Time Inc. also took part in NewFronts, announcing the launch of a platform that will centralize its digital video content from all its magazine titles, CapitalNewYork.com reported. The hub is called The Daily Cut, and it gives visitors the option to browse the site by category.  Time Inc. will reportedly expand programming, adding to its current 50 digital shows and series, and will also open a new production studio in Los Angeles.
  • According to WWD.com, New York Times managing editor of video Bruce Headlam gave an hourlong presentation on the paper’s expanded digital strategy. This includes a digital hub for its 14 channels dedicated to different sections of the newspaper. It will also add 30 new series, with videos from columnists such as Mark Bittman on food, Molly Wood on technology and David Carr for media. The Times has also partnered with Vimeo and will develop original content for marketers, having already launched a native ad platform through which brands can advertise their own videos next to The Times’ videos.
  • AOL announced two weeks before the NewFronts event it was launching a 24-hour schedule of video. AdAge.com reported programming would include a show called “Unfolding Now,” which now airs daily at 7 a.m. and discusses the day’s highlights. Additionally, AOL has signed programming deals with HSN, WWE, ESPN, Condé Nast and Simon & Schuster.

News organizations plugging in to online programming is becoming more of a norm in the ever-evolving industry. But it’s also gaining a lot of traction in advertising as well, and many—such as Maureen Sullivan, president of AOL.com and Lifestyle brands—are taking note. “The demand for video advertising is really, really high,” Sullivan told AdAge.com. “And if we can create more video views and have more engaged viewers then that will help fill that demand.”

–Katrina M. Mendolera

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