Presentation Transcript

1. About Automotive News Automotive News Published by Crain Communications Inc Founded in 1925 Delivers news to auto manufacturers, suppliers and dealers Team of 50 editors and reporters worldwide deliver breaking news, data and daily newscasts Produces numerous webinars, conferences and events
2. Automotive News TV Timeline 2008: Leadersdetermined a need for more video content on autonews.com Previous material was limited to auto show coverage and cnet.com vehicle reviews Decision was made to launch a daily, four-minute newscast
3. Automotive News TV Timeline Recruited internal team: Crain corporate communications manager Veteran print news editor Veteran print reporter Video editor/photographer Web intern
4. Automotive News TV Timeline Humble beginnings: Shot newscast in office with boarded-up windows Green screen was green cloth from fabric store Lights from Home Depot Teleprompter was an old laptop below the camera lens ‘Practice runs’ for one month to meet strict daily deadline of 4 p.m.
5. Automotive News TV Timeline First afternoon newscast – Automotive News Today – sent to viewers on Nov. 3, 2008
6. Automotive News TV Timeline High viewership during recession, auto crisis Anticipated 3,000 views per newscast; averaged 4,000 to 8,000 views per newscast Mentored Web intern to become a photographer, editor, producer, writer and anchor
7. Automotive News TV Timeline Decision made to launch morning newscast – First Shift – on April 22, 2010
8. Poll Question How does your publication primarily utilize video? Editorial Marketing/Advertising Events Do not use video
9. Automotive News TV Advertising Sponsors rotated weekly (15-second preroll) and other elements
10. Automotive News TVGrowth:Special Reports 2013: Additional 21 sponsored special reports ‘The Dealer Speaks’ ‘Best Dealerships to Work For’ ‘Best Practices’ ‘Global Executives’ ‘North American Executives’ ‘Marketing Executives’ ‘Center for Automotive Research Management Briefing Seminars’ ‘40 Under 40’ 2014 video editorial calendar is growing
11. Automotive News TV Philosophy Cover hard, breaking news and report on-location Key Toyota Camry launch Chrysler pays back government loans ‘Localize’ national events Apple’s Henry Ford
12. Automotive News TV Philosophy Interview top executives Dan Akerson, CEO, General Motors Write to our video ‘The Dealer Speaks’ Ford’s Flower Power
13. Automotive News TV Team: Staffing: Four full-time employees One contract employee Additional help from AN online/print colleagues ANTV hybrid employee goal: Each will shoot video, write scripts, edit news packages, host and post newscasts/reports
14. What you need to get started People: Individual(s) with professional or collegiate broadcast news experience, preferably with editorial and technical skills Equipment: HD ‘prosumer’ camera with memory cards Tripod Lavalier/stick microphones Studio/field lights
15. What you need to get started Equipment: Physical or green-screen set Mac or PC with advanced video editing software: Adobe Premiere, Final Cut Pro X, etc. Teleprompter (an iPad with a prompter app will work) Online video platform (YouTube, Brightcove, etc.)
16. What you need to get started Budget: Could range from $3,000 to $20,000 dollars Potential vendor: B & H Video – bhphotovideo.com Time: 11 hour days are the norm at ANTV Some staffers begin their workdays at 4:30 a.m. and leave at 5 p.m.
17. The transformation from print to video Find willing print journalists/editors In broadcasting, time matters Voiceover (VO): 20 seconds VO/SOT (Sound on tape): 45 seconds Package: 1-2 minutes High story count, low total running time
18. The transformation from print to video To facilitate this: Write in an active voice, not passive Write short, simple sentences Write conversational copy Write to your video Use ‘natural sound’ breaks and sound bites Avoid too many numbers
19. The transformation from print to video Get in front of the camera and under the lights: ‘Speak through the lens’ – kick it up a notch (or two) Highlight key words in script Voice needs to reflect the beginning, middle and end of a story Breathe
20. Automotive News TV Results: Average newscast runs four minutes Each newscast is e-mailed to 100,000-plus registrants daily Combined 10,000-plus viewers daily One special report attracted 7,000-plus views Most-viewed online item Video revenue has grown every year
21. Q & A Contact information: tworobec@crain.com 313.446.1607 313.244.8808 autonews.com/video