The NAA released a very thorough report last week on the growing usage of video on newspaper websites.The information in this report is impressive and will be very useful no matter where you are in the video process.

Key Findings

1. Content: In addition to running content from the Associated Press or other wire services, most newspapers are putting resources into producing their own, locally focused original video content. Many newspapers reported a strong focus on local news and local sports videos. The majority of newspaper Web sites in all circulation groups also accepts user-generated video.

2. Editing and Publishing: Flash video is overwhelmingly the most popular format for newspaper Web sites, followed (distantly) by Windows Media. At many newspapers the online staff is responsible for editing and posting video content.

3. Staffing: Many newspapers reported print journalists are picking up video cameras. Photographers and reporters are more responsible for shooting video content than the online staff. More details about these findings and dozens of others in the areas of producing, editing, publishing, monetizing and more are included in this study.

The full report is here.

It was only a few years ago that we were afraid to add video because of many different issues including low broadband penetration and push back from the traditionalists. Today I see everything from YouTube video to home grown video displays on newspaper sites and some very intriguing content. Like podcasts, mobile alerts, and email, video news helps us reach an audience that may never pick up a newspaper or even read the 1000 word story on the website.

Newspapers can use local video to become a City Guide. This isn’t an expensive venture and can be done using “Internology” as Rob Curley calls it. Interns can shoot all the local hot spots, tourist destinations and recreation areas to give visitors the flavor of your city. Extend your reach by creating a YouTube City Guide.

In the Local Search world, video is really going to enhance Business Profiles. The SMB can add a small video profile to their listing allowing the user to gain even deeper understanding of the business. Rotating photos and a voice over and provide the SMB with a 10-15 second spot to run before, between, or after local news stories.

As you can tell by this post, I am a video novice but I do understand the value in growing audience and developing incremental revenue streams. Major agencies across the world are developing advertising messages for web video and the technology to develop local video has become more intuitive and easy to use so, integrating video production into creative departments isn’t a chore like it was a few years ago. There are some very talented consultants in the industry trying to help introduce the value of video advertising to newspaper ad departments- Mel Taylor, Gordon Borrell , Terry Heaton and Randy Bennett come to mind.

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