Posted in Online Publishing Strategy	April 30, 2007

Create a professional quality video that offers your customers value without damaging your bottom line.

The Internet is not a book, a magazine, a television program or a radio show. It is a diverse portal that offers all of these media and countless others. Although this can seem overwhelming, it gives publishers an edge: they can offer users any information they want, in any format they want, at an astoundingly low cost.

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The Mequoda Group has discovered one company, Travelzoo, that is leveraging the ease of providing affordable video online to its advantage. Its example can be duplicated by anyone that needs to update their website’s media.

Travelzoo’s streaming video is in news-broadcast format and highlights the best travel deals of the week. The professional quality video has:

• Simple graphics
• Basic stock images, video and audio
• A news anchor
• Valuable information
  

All of these attributes are extremely affordable. The most important of them is unquestionably valuable information. Without it, publishers are only offering users a flashy new toy, rather than a useful way to absorb content.

You should try offering some of your content in a weekly video to your audience. It will help you capture revenue from users that don’t have the time or the will to read your content, and as Travelzoo has shown, it can be done affordably.

Adding a streaming video to your website will help satisfy your customers, but what other platforms are you offering them? Are you meeting all their needs and capturing all of your revenue potential? Publishers should focus on becoming multiplatform oriented because that is what the digital age demands. Watch our Internet Strategies for Publishers and Authors video seminar to learn how to broaden your website’s offerings.