Last year, research from the Newspaper Association of America revealed that the majority of newspaper Web sites features video. Results from this 2008 NAA survey, which looks more closely at the area, show newspapers' video operations are quite extensive. This is a pleasant and encouraging surprise from an industry going through a difficult period of change.
To help newspapers further develop their video initiatives, NAA has developed a guide to online video. The NAA online video survey report is part of that guide, which will also include articles and information on purchasing hardware and software, expert advice and several case studies.
NAA conducted this survey in February and March 2008 to assess how newspaper Web sites are creating and using online video. NAA solicited the top digital contact at 1,117 U.S. daily newspapers that are members of NAA through e-mail. The survey was completed online.
| Category |
Respondents |
| Less than 50,000 circ. |
108 |
| 50,000 to 99,999 circ. |
49 |
| 100,000 to 249,999 circ. |
36 |
| 250,000 or more circ. |
20 |
| TOTAL |
213 |
The table at right shows the number of newspaper respondents by category. In the less than 50,000 circulation category, 87 percent of respondents said their newspaper Web site features online video. All respondents in the larger circulation categories reported having online video.
Key Findings
1. Content: In addition to running content from the Associated Press or other wire services, most newspapers are putting resources into producing their own, locally focused original video content. Many newspapers reported a strong focus on local news and local sports videos. The majority of newspaper Web sites in all circulation groups also accepts user-generated video.
2. Editing and Publishing: Flash video is overwhelmingly the most popular format for newspaper Web sites, followed (distantly) by Windows Media. At many newspapers the online staff is responsible for editing and posting video content.
3. Staffing: Many newspapers reported print journalists are picking up video cameras. Photographers and reporters are more responsible for shooting video content than the online staff. More details about these findings and dozens of others in the areas of producing, editing, publishing, monetizing and more are included in this study.
Download the NAA Online Video Survey
About This Project
This report is part of a larger project about online video on newspaper Web sites. Other components of this project, available at www.naa.org/digitaledge/video, include the following:
Articles (B-Roll)
Case Studies (In Focus)
Featuring the video operations from these newspapers:
Additional Pieces (Extras)
Credits
We hope this report and all the other components of “Zooming In on Online Video: A Development and Growth Guide for Newspaper Sites” are helpful and interesting. If you have any comments, please do not hesitate to contact me at beth.lawton@naa.org or at (571) 366-1037.
Beth Lawton
Manager, Digital Media Communications
Newspaper Association of America