A Serious Online Video Advertising Problem - Shelly Palmer - MediaBizBlogger

As most of you know I am the host of a daily twominute show called quotMediaBytes with Shelly Palmerquot It is not a television show although it can be seen on TV It is not a radio show although it is broadcast on dozens of newstalk radio stations It is not a video blog although you can subscribe to it via RSS It is not a news feed although several text versions are available online and via wireless networks It is not social media content although the key insights are shared with thousands of followers via Twitter Facebook LinkedIn and other social networks MediaBytes is a true multimedia content engine that was designed to allow an audience of people who are interested in my thoughts about technology media and entertainment to selfassemble It is offered completely free of charge to anyone who wishes to subscribe on practically every widely used media platformThe show is created in HD and is distributed on various websites including shellypalmercom huffingtonpostcom imediaconnectioncom YouTube Bliptv and dozens more TiVoCast Sony Bravia Internet Link NY Nonstop WNBCTV Channel 42 iTunes both video and audio podcasts feedburner video audio and text RSS feeds Terrestrial Radio Broadcast Television every form of flash h264 mpg mp3 and of course HDTV We also provide daily production elements which are distributed to several thousand radio and television stations worldwideThe show is produced every business day and requires a research staff a writer me an editor an encodingdistribution manager and an affiliate relations staff The reason for the production overview is that this particular twominutes may look like a talking head combined with some graphics and clips but the work flow for any given show takes approximately 6 hour and all of the people involved in the production are on salary here at Advanced Media Ventures Group And for the record MediaBytes and the associated production materials takes up approximately 25 of my dayI am not going to tell you what it costs me to produce each episode but from reading the previous paragraphs you should be able to fully understand that it is far from free You should also know that I have not missed a business day in two years and I take a complete road rig with me when I travel and produce MediaBytes from wherever I am Over the past week I was at Ft Meade MD then in Rome Italy then in Banff Canada and back to NYC I produced the show from every city and it was available by 9am EDT each business dayI do not sell advertising space to third parties As I said the goal of MediaBytes is to facilitate the selfassembly of a community of interest around my content For over two years I have translated the value of this content into wealth by using what I love to call quotThe Jerry Garcia Modelquot I make everything available for free but clients pay me to consult as a speaker they buy my books and other merchandise The content39s job is to make my selfassembled audience aware of my capabilities and everything else takes care of itself This has worked absolutely perfectly since the first episode of MediaBytes and my suspicion is that it will continue to work perfectly as long as we keep producing content that our audience wants to consumeHowever a funny thing happened this week and to be honest I need your help to sort it outAbout four weeks ago I partnered with ZioPROcom a company that produces worldclass training videos to produce a series of Shelly Palmer branded digital skills courses I won39t share the size of the MediaBytes subscription list with you but it is big by any measure and highly targeted On the list of quotnobrainersquot selling Shelly Palmer branded merchandise to people who are consumers of MediaBytes is right at the topOr so I thoughtFor the past six or seven episodes I have put an integrated 11 second ZioPROcom promo five seconds into the show An average show is two minutes so an 11 second promo represents an ad load of about 9 Just for reference a network television hour has 22 minutes of commercials and promos which represents a 366 ad load Again MediaBytes opens with the show title the date and then 11 seconds of promo copy followed by my thoughts and insights about the day39s top four or five stories You can view today39s show at wwwshellypalmercomTo my absolute astonishment I have received dozens of emails several txt messages and a couple of direct tweets telling me that the 11 seconds of commercial messaging quotcheapensquot MediaBytes Several of my core viewers told me that putting a commercial for my own stuff in MediaBytes takes away from my credibility and makes me a huckster etc All of the writings were thoughtful and all were vicious in their certitude that MediaBytes should contain no advertisingNow every bit of data I have ever seen on the subject says that a short wellscripted preroll is the best form of message management for online content My core audience obviously disagrees So I39ll put it to you I want to sell my training courses to my audience as a way to offsetsubsidize the cost of creating MediaBytes I don39t want to charge a subscription fee I don39t want to expose my audience to third party advertising that may be extremely irrelevant to them I want to sell the online training DVD39s books etc that I create and produceYou know how many different deliverables we create each day the advertising has to work as video and audio so it must be written like quotradio with picturesquot What would you do How would you offer these products And if you really don39t want to see any advertising in the body of MediaBytes how do you suggest paying for the creation production and distribution of the contentThis is the most serious question facing content producers today Content costs money to produce Thirdparty advertisingsponsor support is one model promoting your own products is another subscription is a third At the end of the day there are only three ways it works I pay you pay or someone else pays Unfortunately there is no business model called quotno one paysquot In the case of MediaBytes the model is quotI payquot It works for me as stated above But apparently a fairly large number of people in my audience are uninterested in seeing even relevant product offerings Is advertising over If so what39s nextShelly Palmer is the host of MediaBytes with Shelly Palmer a daily show featuring news you can use about technology media ampamp entertainment He is the author of Television Disrupted The Transition from Network to Networked TV 2008 New York House Press and the upcoming Get Digital Reinventing Yourself and Your Career for the 21st Century Economy 2009 Lake House Press Shelly is also President of the National Academy of Television Arts ampamp Sciences NY the organization that bestows the coveted Emmy Awards For information about Get Digital Classes visit httpwwwshellypalmercomseminarsRead all Shellyamp8217s MediaBizBlogger commentaries at Shelly Palmer MediaBizBlogger

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A Serious Online Video Advertising Problem - Shelly Palmer - MediaBizBlogger

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