Video Publishers Need to Mimic the TV Industry’s Diversified Approach to Content

It’s no secret that online publishers are still confused about how to go about creating video inventory. Because most have produced most of their text content in-house, they felt obliged to do the same with video. So print journalists were often sent off with iPhones to generate some wobbly content with terrible sound, none of which was terribly attractive to readers or advertisers. Here Brian Cullinane, Director of Strategic Partnerships at VideoElephant, a video content syndication company, explains how publishers could benefit by dropping the idea that everything needs to be created in-house.


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