Making online + paper publishing successful
The secret is to mix it up
Apple currently have a marketing campaign showing how their products are revolutionising the Washington Post. The short promo video is worth watching.
Yes, it’s an ad, but there are some important lessons in this video, and the Washington Post is one of the publications I admire for their ability to understand the depth of change which is required in their operation. They have learnt they have to follow the audience as well as lead them, in order to keep them coming back for more.
Executive Editor Jim Brady has a key quote in the promo and he realises something which comes quite naturally to broadcast-trained reporters but is new to their print cousins: story treatment. Just because it works well on the page doesn’t mean it’ll work the same way in video, or vice-versa.
“In print you’ve already decided how you’re telling the story, you’re gonna tell it via text, occasionally a couple of photos. [But online] what’s the story? Let’s sit down and figure out how to best tell it. Is this a story that best told only through video? A gallery? A mix of video and text?”
By the way, did you notice how the promo video is mostly just animated stills? That’s treatment.