Video magazine

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Video magazines are a series of online videos that follow the print magazine format in which the reader/viewer consumes an issue on a periodic basis. They are primarily used as a marketing tool in which a company engages their online database with interview-style informational video. Century 21 Realty Group in Indianapolis, IN first used the format in April 2006.[1] It is also used as a way to categorize numerous videos hosted on a website so that viewers can easily subscribe to one type of video.

Format[edit]

A video magazine is published on a regulated basis (weekly, biweekly, monthly). It may adhere to a certain topic or can include various topics throughout the series. Sites that host a large amount of videos and categorize them also refer to them as video magazines because they distribute only videos of one topic on an ongoing basis.[2] The video magazine in the corporate setting acts as a newsletter and can accompany an email marketing campaign. It can also be used as a form of video blogging (vlogging).

Distinctive Properties[edit]

Video magazines differ from traditional online magazine or ezine because they are delivered in a video format and are consumed through viewing online rather than reading online material.

Delivery[edit]

As of July 2007, a majority (57%) of online users view online videos according to a study conducted by Pew Internet & American Life Project, “Online Video”.[3] Companies began to develop online video advertising, such as online video magazines, in response to the popularity of Internet video.[4] Video magazines require website framework development that involves some type of online flash video player in order for the video to be delivered to an audience through the website.

Business Model[edit]

Companies using the video magazine as marketing material pay for its development and distribution. The video magazine is free to online viewers. Sponsors may also pay for the video magazine. The sponsor(s) have their name, brand, or product(s) featured in the video (see product placement) depending on the storyline. Sponsoring companies donate or pay full fees for a video magazine because they support the company or cause profiled in the video or desire ability to associate their brand or product with the message. Websites devoted to hosting videos in a categorized "magazine" format make money through advertising space in videos or on their website in areas that surround the videos.

History[edit]

With the spread of broadband Internet access, video clips have become very popular online.[5] By mid-2006 there were tens of millions of video clips available online, with new websites springing up focusing entirely on offering free video clips to users and many established and corporate sites adding video clip content to their websites. As online video became more popular and available due to online sites such as [YouTube], corporate entities began using online video as a way to market their company.[5] The video magazine concept was introduced as a new way to authentically market products, people, or ideas through storytelling. Some companies develop and distribute their own online video magazines such as Momentum Video and Light Sport & Ultralight Aircraft Parts. There are also sites created solely for online video magazines. Of these, South Jersey Video Magazine, about South Jersey and The Bboxlady Video Magazine, targeting rural Texas, are both geographical in nature. Another popular addition to the art is the Coffee Video Magazine. Cantaloupe TV began in 2005 in order to produce online video magazines.[6]

See also[edit]

External links[edit]

References[edit]

  1. ^ "Jon DiGregory">Interview with Jon DiGregory (July 24, 2008). Founder, Cantaloupe TV.
  2. ^ http://www.internetvideomag.com. July 25, 2008
  3. ^ Madden, Mary (July 25, 2008). "Online Video." Pew Internet & American Life Project. Retrieved 2008-7-15.
  4. ^ "Online Advertising">Schumacher, Brooke (Sep 7, 2006). "Online Video Advertising Builds Momentum." Search Engine Watch. Retrieved 2008-7-25.
  5. ^ a b "Online Advertising"
  6. ^ "Jon DiGregory"