Bloomberg’s Digital First Video Strategy

Digital publishing news for September 4, 2013

Does this work on TV or the web? That is the question Bloomberg TV producers are asking themselves now. Digiday has a full report on how this digital first strategy is paying off for Bloomberg. Josh Sternberg writes,”Bloomberg has production teams in New York, London and Asia, which together create an eye-popping 200 pieces of video content every day, both streaming video and video on demand.”

Most of these video clips fall in between 1-3 minutes but some are as short as 22 seconds or as long as an hour. Sternberg adds,”As a result of all this investment, video has become a serious revenue generator.”

According to sources, Bloomberg charges roughly $75 CPMs for video, which is much more than the $15 CPMs it typically gets for dot-com content. A Bloomberg spokesperson said that CPMs on dot-com can reach as high as $90. Trevor Fellows, head of ad sales for Bloomberg Media, said this combination of pre-roll and company units works well together. Bloomberg uses three different types of ad units for their videos, a pre-roll ad and two banner ads that appear when the video is being watched. Sternberg writes,”Bloomberg’s justification for its high rates is that there is a dearth of high-quality, trustworthy video out there.”

Facebook Hashtags Have Zero Impact

CNET News is reporting that Facebook hashtags have little viral impact. Dara Kerr writes,”New data released Tuesday by Facebook analytics service EdgeRank Checker shows that Facebook hashtags reportedly do zilch for the social network — no extra exposure, no viral reach. And, even worse, they may be creating a negative impact. According to EdgeRank, posts with hashtags are less likely to have viral reach than those without a hashtag.” EdgeRank theorizes that people just aren’t clicking on hashtags like they do on Twitter.

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News Corp Sells Newspapers to Fortress

Bloomberg reports that News Corp has sold the Dow Jones Local media group to a subsidiary of Fortress Investment Group for $87 million dollars. Edmund Lee writes,”The Dow Jones Local Media Group operates 33 publications, including eight daily newspapers and 15 weeklies, News Corp. said yesterday. Newcastle Investment Corp. (NCT), a real estate investment trust managed by Fortress, acquired the publications, it said in a separate statement today.” The media group will be managed by GateHouse Media Inc.

Amazon Announces New Kindle

The Verge is reporting that Amazon has announced a new Kindle Paperwhite. Nathan Ingraham writes,”It looks like it has the same physical form factor as last year’s Kindle Paperwhite, but has a higher contrast E Ink display, a faster processor for improved page turning and book opening, and a redesigned built-in light. The touchscreen has also been improved, which should make for an improved page-turning experience.” The device starting price is $119 with special offers and $139 without special offers and will be available on September 30th.

Next Issue Hits a Milestone

Next Issue the NetFlix-like magazine app has announced they have over 100 magazine titles available. App Advice reports, “First launched in mid-2012, Next Issue offers an unlimited supply of magazine content for one monthly price. In the last few months, eight new titles were added to the service. These included: Newsweek, Shape, Consumer Reports, Entrepreneur, Motor Trend, PC Magazine, ShopSmart, and Ski.To commemorate the milestone, Next Issue Media released the following infographic.”

You can subscribe to next issue for $9.99 a month for the basic package which includes over 90 titles and a premium package that adds weeklies for $14.99 a month.


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