BREAKING NEWS & VIEWS
People.com Video Now Showing at Checkout
Thursday, September 30, 2010
The brand’s online arm is reaching into the offline world and distributing its celebrity video content to 1,530 retail outlets in the U.S. The deal with Premier Retail Network’s Checkout TV network of screens at Walmart, Pathmark, ShopRite and many other national chains will bring People.com content to 95 million viewers a month as they unload their shopping carts. The initial run of videos features the site’s “Happy Birthday” series that celebrates the week’s star birthdays.
People.com editor Mark Golin said in a statement, “Shoppers can pick up People magazine at the checkout counter, monitor the latest breaking news via People’s Celebrity News Tracker on their mobile devices and catch up on their favorite stars by watching People.com’s videos in stores.”
Well, that may be a bit too much to handle at checkout (what with the buying groceries and all), but clearly People.com is leveraging its multimedia for seamless brand coverage across the celebrity-watcher’s full day.
As a distribution vehicle, in-store and living room venues are heating up for video. Getting magazine readers to think of their print brands as video providers often has been a tough go for the periodicals, and drawing audiences to the video assets has been a challenge. Those brands may be more valuable off the desktop where they don’t have to compete so often with Web upstarts and aggregators. As set-top boxes like Google TV and enhanced streaming media units or Internet TV come into play, there will be greater opportunities for magazine brands that have cultivated video series online to bring them offline.
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