Comments on: Newspapers make more from online video than TV

by: Randy Hoffman

Wed, 14 Feb 2007 00:32:52 +0000

Terry, your reference to the cable industry is spot on. Go ask an LOCAL ad sales manager at Cox or Comcast how many people are tuning into their real estate channel, automotive channel and health channel all launching as part of their digital cable package. The answer is hundreds- per channel- every week. Sure those numbers pale in comparison to the number of viewers watching a late news. But therein my dear Watson lies the real point. Late news viewers are there to watch news, not a real estate ad. Conversely, how valuable to a real estate company are those people watching the real estate channel? Very, of course. And a local television stations’ real estate channel will be web-based and not restricted to cable-only households with a digital box.

Oh yes, make no mistake, the cable ad sales folks are on the street today selling those opportunities. Can you hear the sales pitch now: “Mr. auto dealer, just take 10% of what you are spending in each of the “news stations” and convert it to messages talking directly to local consumers looking for automotive information.”

by: Newspapers beating TV sites to video revenue - Lost Remote TV Blog

Tue, 13 Feb 2007 06:00:05 +0000

[…] Borrell Associates is releasing a new report today that reveals that newspaper sites grossed $81 million in local video advertising in 2006, compared to $32 million for local TV sites. “Print media are using the internet as a crossover platform to tap traditional TV advertisers, just as stations (and others) are trying to use the internet to tap traditional print advertisers,” reads the report. Terry Heaton calls it “an absolute stunner.” Just consider for a moment that local TV has been at the forefront of video innovation for decades — until now, when we’re facing the greatest revolution in video to date. Portals (and other pure plays), national news sites and newspapers are beating local TV sites in video innovation and revenue generation. How important is video? Borrell goes on to predict that video advertising will skyrocket to make up one-third of all local online advertising in 2012, just below paid search. But it’s not the traditional :15 pre-roll that will generate all the revenue, but long-form advertorial video that’s associated with key verticals such as real estate, health and automotive. Isn’t it interesting in the history of business that companies that believe they have the most expertise in something are the most likely to fall behind in times of tremendous change? Let’s hope local TV wakes up to the fact that we’re dreadfully behind, and we need to take large, aggressive steps to catch up, from technology to original content to sales. […]

by: Notes from a Teacher: Mark on Media » Monday squibs

Tue, 13 Feb 2007 05:54:07 +0000

[…] Newspapers make more from online video than TV. Yikes. Who would have seen this coming a year ago? Terry Heaton has lots of details. […]

by: Henry Harrison

Tue, 13 Feb 2007 01:02:35 +0000

Terry you are so right. I’ll stop my day in its tracks to watch one of the new Apple advertisements when it first comes out - it enntertains me and it confirms my prejudices, what more could I want? And when I’m looking for new equipment/new DVD etc, ads and users comments are where I go for info.