Nieman Foundation at Harvard
HOME
          
LATEST STORY
James Pindell is trying to bring The Boston Globe’s election coverage to everyone by being everywhere
ABOUT                    SUBSCRIBE
June 1, 2012, 11:51 a.m.
Reporting & Production
photo

The Wall Street Journal “cannot generate enough video streams” to meet advertising demand

The latest in WSJ Live’s video line-up is an early-morning news, business, and finance show called Asia Today.

The Wall Street Journal announced this morning the launch of a new early-morning show, Asia Today, which will broadcast weekdays at 6:30 a.m. (Eastern), with a focus on business, finance, and breaking news in the region. It’s the second Asia-based initiative that the newspaper has announced this week; Tuesday, the Journal made public plans for a dedicated Indonesia news site.

But aside from a continued push overseas, Asia Today also represents the Journal’s continuing push into video as part of its “WSJ Everywhere” mission. A couple of weeks ago, Raju Narisetti, managing editor for The Wall Street Journal’s Digital Network, told me that despite the newspaper’s big jump into video — more than four hours of live video per day, some 1,500 videos per month, accessible across 18 digital platforms like iPads, iPhones, desktops, YouTube, Apple TV, etc. — there’s still a hunger for more.

“From a business point of view, we cannot generate enough video streams,” he said. “We are sold out. There is no shortage of demand to generate more video views.”

The Journal’s release on Asia Today noted that the video push has created “an 85% growth in video streams since the start of the calendar year for the Wall Street Journal Digital Network and has attracted a range of innovative advertisers across categories.”

Advertisers’ interest in video comes as Americans are spending more time with screens, and increasingly taking those screens with them. Earlier this year, the Pew Research Center’s Project for Excellence in Journalism found that nearly one-third of Americans are getting news on mobile devices, and increasingly across different platforms.

For the Journal, that shift represents an opportunity for pervasiveness in a media-saturated world — and video is one of the paths to get there. Narisetti calls portability “the big issue” that the newspaper faces. But the other big issue will be to make sure that a portable advertising experience complements the content that consumers are seeking.

“You have to create your content in such a way that it will travel,” Narisetti said. “But the real challenge is not content — it’s an advertising challenge. That’s where the challenge would be, from an execution standpoint. Conceptually, no matter where you want the Journal, I want to be there. But the question is how do we do it without messing up the ad experience?”

POSTED     June 1, 2012, 11:51 a.m.
SEE MORE ON Reporting & Production
SHARE THIS STORY
   
Show comments  
Show tags
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
James Pindell is trying to bring The Boston Globe’s election coverage to everyone by being everywhere
“Whether it’s their inbox, whether it’s for Twitter, Facebook, Medium, Instagram — the idea is to reach audiences where they’re at.”
The New York Times collaborates with This American Life on a special investigative report
The New York Times is running its story Friday, while This American Life’s complementary report will air this weekend and be available for download as a podcast Sunday.
With an interface that looks like a chat platform, Quartz wants to text you the news in its new app
“The content type is always messages, and that’s always true whether you’re getting the message inside the app or as a notification.”
What to read next
0
tweets
Working with young reporters, City Bureau is telling the story of police misconduct in Chicago
“Those areas, more than any part of the city, have been disenfranchised over the past 100-plus years. Even though there’s coverage there, it’s often quick, one-hit coverage — parachute journalism.”
0The New York Times’ new Slack 2016 election bot sends readers’ questions straight to the newsroom
“Instead of asking you to come to us and be part of this massive room of people shouting over each other, you can bring us to you, and have us be, essentially, one more person in your conversation.”
020 years ago today, NYTimes.com debuted “on-line” on the web
“We all had a sense that something important was happening, but at the time there were actually very few users. So it was a bet on people getting online and buying more PCs.”
These stories are our most popular on Twitter over the past 30 days.
See all our most recent pieces ➚
Encyclo is our encyclopedia of the future of news, chronicling the key players in journalism’s evolution.
Here are a few of the entries you’ll find in Encyclo.   Get the full Encyclo ➚
Kaiser Health News
Iowa Center for Public Affairs Journalism
Wired
Baristanet
Investigative News Network
Journal Register Co.
California Watch
Demand Media
NewsTilt
BBC News
Neighborlogs
The Miami Herald