|This article relies too much on references to primary sources. (February 2009)|
|Type||Monthly magazine, daily only at television trade events|
|Owner(s)||TV Trade Media Inc.|
|Editor||Dom (Domenico) Serafini|
|Headquarters||Andy Warhol House, PW 216 E75 NYC|
|Circulation||12,000 (4,000 bonus at trade markets)|
VideoAge International is a TV trade magazine based in New York City, with offices in Los Angeles, California and Milan, Italy. Known simply as VideoAge, it is published by TV Trade Media, Inc. It comes out seven times per year. It also publishes dailies during major international TV trade shows.
VideoAge was launched in 1981 by Dom (Domenico) Serafini, when the international television industry was still in its infancy. The magazine made its first appearance at VIDCOM, television trade market in Cannes that was a precursor of MIPCOM. The name VideoAge was chosen because the time of its launch, 1981, was the age of video. Indeed the “video age” soon after became The New York Times’ favorite expression to describe the foreseen 500-channel universe (of the “push” type). When VideoAge was introduced the television sector already had five publications: Variety, The Hollywood Reporter, Broadcasting, Television/Radio Age (magazine) and, in the U.K., TV World. Both "TV/Radio Age and TV World went out of business in the late '80s. Dom Serafini, a former international editor of TV/Radio Age, created VideoAge with a unique formula: The key companies in the TV business upfronted the money in exchange for ad pages. Among the first 20 supporting companies were: MGM, MIFED, Rusconi Editori, CBN (Pat Robertson), Canale 5 (Silvio Berlusconi), ABC TV stations, Eastman Kodak and Brazil’s Globo TV. In early 1983 VideoAge introduced, at NATPE in Las Vegas, the industry’s first trade show daily (subsequently branded as The TV Executive) by using Polaroid pictures for the photo-page. This was an era without one-hour photo developing, without easily available fax machines and, in lieu of yet unfamiliar cell phones, bulky walkie-talkies and pagers were used. The yellow VideoAge T-shirts were then worn as a way to identify reporters on the trade floor. Among the first companies to support VideoAge’s dailies were: Enter-Tel, France’s TF1 and Telepictures. Today, the concept of dailies has been rendered more valuable by online services, which, in the hectic market schedules, are limited to e-mail checking, while trade news is more convenient in the printed format. The Magazine initially served an audience that tended to know more than the journalists did. They reported on events that most readers were aware of beforehand, and they could only cover the tip of the "iceberg." Additionally, they had to walk a fine line and report on people and companies that were also their advertisers. The magazine began making use of self-titled "dailies" or daily issues only introduced during selected Television trade markets, in 1984. VideoAge opened with an office in New York, and soon expended to Los Angeles, London, and Milan. There is also a branch office in Osaka, Japan.
VideoAge eventually defined its topics of study along the following lines, regulations, sociology, psychographics, finances, production, distribution, ratings, broadcasting, cablecasting, satellite, IPTV, piracy, as well as introductions to new technology, and attempts to make complex new technological topics digestible to non-geeks and rich technophobes. The vast majority of it' current business model deals with competing with the television trade's 10 other publications that cover all aspects of television, especially international TV In addition, to the many more which cover specialized TV fields such as mobile video, Internet-TV, cable and/or satellite TV. VideoAge was one of the first trades to enter online services in 1997, first with its English site (www.VideoAge.org), followed by the Spanish-language site (www.VideoAgeLatin.com) and its Italian-language version (www.VideoAgeItalia.com). The website contains archival issues and can be found, here. Archive material can also be found at: http://web.archive.org/web/*/http://www.videoageinternational.com
The magazine's main market is at television trade shows where it is distributed free of charge. It does contain a minute newsstand presence, and can be found in the lobby of a variety of Los Angeles hotels, especially around the time of the LA Screenings. Revenue comes entirely under the form of profit from advertisers. The magazine occasionally prints with a Spanish-language section. A presence in South America is budding, and the magazine has strong ties with a Brazilian trade show in São Paulo. The magazine also has a web presence, releasing occasional online press statements and videos documenting the magazine's presence at trade shows. The website offers a variety of services, none of them all that useful, and can be seen here.
VideoAge utilizes a tabloid format and prints in full color. Advertisements are for the most part full-page, although the front cover prints with a smaller ad caption. The vast majority of the articles do not report simple facts as much as examine the television industry; the magazine is thus somewhat popular in universities where it's utilized as a primary reference source and object of study in a variety of classes. The scope of the magazine tends to focus more on those companies that advertise on it. The magazine differs from its contenders, such as Variety, in the sense that it does not dispatch reporters to stories, nor does it engage in conventional reporting practices. Because the magazine only has a real presence in trade shows, its scope tends to focus on those.
VideoAge maintains three web sites in English, Spanish and Italian. Published articles can be viewed as PDFs (full issue and full page) and a selected few as text. www.videoage.org www.videoageLatino.com www.videoageitalia.com
Information obtained from: http://findarticles.com/p/articles/mi_hb6675 http://www.thefreelibrary.com/Video+Age+International/2003/May/1-p5222 http://www.entrepreneur.com/tradejournals/pub/3684.html http://www.encyclopedia.com/Video+Age+International/publications.aspx?pageNumber=1
Parts of this material has been taken with the consent of the copyright holder, TV Trade Media, Inc. publisher of VideoAge.
http://www.videoageinternational.com/ http://www.videoageinternational.com/articles/2006/09/firstIssue1981.html http://www.videoageinternational.com/articles/2006/09/celebrate.html http://www.videoageinternational.com/articles/2006/09/theWayWeWere.html http://www.videoageinternational.com/articles/2006/09/bobBuilder.html