HOME
          
LATEST STORY
Los Angeles is the content future
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.
Los Angeles is the content future
“Creative content people are frustrated with the industry and creating their content on their own terms. Sound familiar?”
Reporters, designers, and developers become BFFs
“You’d be surprised at how many jokes in Slack have evolved into real stories or features on our sites.”
A thaw in the newsroom glacier
“20/20 is good as hindsight goes, but if 2020 is your target for major change, you are in deep trouble.”
What to read next
847
tweets
Here’s some remarkable new data on the power of chat apps like WhatsApp for sharing news stories
At least in certain contexts, WhatsApp is a truly major traffic driver — bigger even than Facebook. Should there be a WhatsApp button on your news site?
429What’s the right news experience on a phone? Stacy-Marie Ishmael and BuzzFeed are trying to figure it out
“Nobody has to read you. You have to earn that. You have to respect people’s attention.”
343Come work for Nieman Lab
We have an opening for a staff writer in our Cambridge newsroom.
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 ➚
Global Voices
Knight Foundation
Newsday
Forbes
Demand Media
Craigslist
Semana
The New Yorker
Kaiser Health News
Bloomberg Businessweek
The Daily Beast
The Christian Science Monitor