Hoping to grab a piece of the fast-growing online video advertising pie, Hearst Corporation's Country Living launches a new Web site offering video segments on the same subjects it covers in its magazine, according to this WallStreetJournal.com article.
The new site "Country Living On Demand" will compete with a variety of other Web rivals, including E.W. Scripps Co. (SSP) cable channel HGTV and their similar home-decorating themes.
Magazine publishers hope online video ads will help offset stagnation in print ad revenue. Country Living, for instance, has seen its ad-page count drop nearly 9% so far through July, says Publishers Information Bureau, while total ad pages for consumer and Sunday magazines are up only 0.1%. Country Living's Mr. Grune says the ad-page drop didn't prompt the new video offering but he hopes Country Living On Demand will draw enough traffic next year to lure new advertisers.
Earlier this year Verizon Communications Inc. (VZ) struck a deal with Time Warner Inc.'s (TWX) Sports Illustrated to run video segments featuring Rick Reilly, a popular columnist for the magazine. The video was available first to users of Verizon Wireless' V CAST for a 24-hour window, and then on Sports Illustrated's SI.com Web site, where Verizon Wireless had run some ads preceding the video. The marketer also ran ads in the magazine.
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