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BREAKING NEWS & VIEWS
Top 5 Mag Videos Worth Watching This WeekFriday, February 5, 2010 Magazines have had to face up to the hard reality of the Web. The medium wants all of us to be video producers now. But YouTube occupies the bottom end of dog-surfing videos and the truly unctuous “Fred” while Hulu owns the top end of time-shifted prime-time TV. So, is there a place for short-form, professionally produced video from print brands? As we will see in the Feb. 16 min Webinar “How to Monetize Your Video Streams Now,” there are a number of content and ad models evolving online. Video gurus Jason Averett, senior video producer at EW.com, Scott Mebus, executive producer, Hearst Digital, and Nick Palazzo, co-founder, Stack Media, will discuss how magazine-branded video can stand out from the cluttered digital media field and how to realize returns on that costly video investment. As we ramp up to the Webinar, however, let’s call attention to some of the magazine video programs we saw this week that make us believe that print really does have a future in front of the camera. Newsweek Staffers Are Really, Really ‘Lost’ Throwing your editorial staff at video shows is nothing new. In fact, we would say that there are times when the trend of putting staff on-screen is regrettable. Some of us (and we include ourselves, by the way) have faces best reserved for print (headshots with heavy Photoshopping). But in this case, Newsweek had an inspired idea: get some editors who don't follow the intractable TV series Lost to watch highlights of past seasons and offer their clueless narration. Here is a tip for magazines: Rather than try to leverage your editorial team’s deep domain knowledge, tap their ignorance. In the upside-down world of the Web, it can work. People Is Our Guilty Pleasure Magazines stand out from other media for their sheer creative verve. In print, they always had more time than TV and newspaper journalists to find that creative angle. Online platforms may even the playing field, but titles like People.com can still rise above the the pack of celebrity video simply by asking that one good question of every star they meet. What is your “Guilty Pleasure?” This beats another paparazzi run-in with Lindsay Lohan on TMZ any day.  Katie Couric for Harper’s Bazaar Everyone has behind-the-scenes footage of their fashion shoots, so magazines have to up their game in the genre. CBS Evening News anchor Katie Couric dishes on herself and gives us the goods in this clip for Harper’s Bazaar. Katie gives us the skinny on her gams and her kids’ fashion advice. So where were the kids when that fashion shoot make-up artist got a hold of Couric’s eyes? Sorry Katie, but you are making Alex and his Clockwork Orange Droogs (not to mention Ziggy Stardust) look sedate. Seventeen’s Hot Guy Panel Here is a team of guys that seem at first so clean-cut, well-spoken, sensitive and nonthreatening, we were about to send a link to our own teenage daughters as a model for the kind of dates we would like them to bring home. But wait, was that one boy saying he liked the idea of a girl getting her nails out to scratch down his back a bit? Kudos to Seventeen for knowing their audience and blending good old-fashioned bubblegum Tiger Beat innocence with a whiff of danger. We’re still not sending the link to our daughters. Make Magazine Just Plain Scares Us The loose nuts at Make magazine take pride in goofy DIY projects, often involving weird projectiles, a soldering iron, transistors we never heard of, and ever-ready duct tape. In their strangest project to date, however, they turn a perfectly good print version of their latest issue into a crushingly boring pan and scan preview. But if you get past that strange intro, then the co-founder of zany creation shop MakerBot.com, Bre Pettis, takes us on a tour of his “Bot Cave,” where they make stuff that we frankly don’t understand. Our heads hurt already. Sometimes tech dweebs are funny-cute, and sometimes they get downright scary in their obsessive organization and eerie love of wiring. If you have a magazine brand video you think we should consider for a future Top 5, drop us a line. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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