On The Record Online

Blip.TV co-founder Dina Kaplan on the growth of online video, measurement challenges and how much her top showrunners earn from distributing their online video programs on her network.
Show Notes:

2:10 – iPressroom, Trend Stream, Korn Ferry International and PRSA announce the 2009 Digital Readiness Report to determine what digital communication skills employers want and PR job candidates need in today’s competitive PR job market. If you’ve hired a PR or marketing employee in the last 12 months, or expect to in the next 12 months, please fill out the survey at http://www.ipressroom.com/ready by May 28, 2009.
4:00 – How an online newsroom from iPressroom can be used to help public relations practitioners generate more news coverage for their clients. How to use iPressroom to distribute press releases, biographies, fact sheets, publicity stills, video, audio, and more, and how to measure downloads and generate activity reports. Plus, how to get free access to iPressroom’s online newsroom SEO wizard. For more information tweet @chrisbechtel or contact cbechtel at ipressroom dot com.
5:45 – Blip.TV co-founder Dina Kaplan on what makes Blip.TV different from other online video, what kind of shows Blip.TV focuses on, mainstream television versus viral video, and how Blip.TV reaches its audience.
7:12 – Blip.TV co-founder Dina Kaplan talks about where Blip.TV’s traffic comes from.
9:28 – Blip.TV co-founder Dina Kaplan on whether or not Blip.TV shows cater to the Long Tail.
11:18 - Blip.TV co-founder Dina Kaplan on the importance of marketing to the different kinds of audiences, and the difference between reaching a large audience and reaching the right audience.
13:53 - Blip.TV co-founder Dina Kaplan on the cost of advertising on Blip.TV. She shares information about the CPM and discusses the different kinds of ways a brand can buy ads, the difference between advertising on web video and advertising on TV, and gives her rationale for the reason behind the price difference.
16:56 – Blip.TV co-founder Dina Kaplan on what should an independent producer should be looking for, on measurement options Blip.TV provides to its showrunners.
20:27 – Blip.TV co-founder Dina Kaplan on how much show content creators are making, on which kinds of web videos do best with advertisers, and what top earners can make running online video programs on her network.
23:40 – Blip.TV co-founder Dina Kaplan on what it took for Blip.TV to win the support of investors.
26:55 – Blip.TV co-founder Dina Kaplan on recent news about Youtube’s impending site redesign. She talks about how people’s online viewing habits are changing, and how the line between web and TV is blurring.
30:41 – Blip.TV co-founder Dina Kaplan on audio versus audio content. She talks about the importance of marketing in building audience for video content and gives examples of successes such as Gary Vaynerchuck’s Wine Library TV.
33:03 – Blip.TV co-founder Dina Kaplan on the production value of web shows, the culture of authenticity, and why feedback is so important.
36:09 – Blip.TV co-founder Dina Kaplan on recent the comSCORE Top U.S. Online Video Properties rankings, the challenges of tracking views, the different ways of measuring online viewership, and why it’s tough to compare views on one video platform to another.
38:04 - End
Eric Schwartzman (@ericschwartzman) is the founder of online newsroom software as a service provider iPressroom (www.ipressroom.com), and creator of the New Media PR Boot Camp, which has been attended by more than a thousand public relations and marketing executives from the private, public, government and nonprofit sectors. In addition to advising clients on best practices for online newsroom design, deployment and management, Schwartzman offers a portfolio of new media training courses to accelerate the acquisition of social media communication skills.

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