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Magazines Do Video, With Brightcove

Rodale, Hachette, Hearst Team With Web-TV Company

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NEW YORK (AdAge.com) -- Magazines' essentially forced march into the video business accelerated today, as Hachette Filipacchi Media U.S. and Rodale unveiled their partnerships with Brightcove, the web-TV company, to help build out their video offerings.
Jeremy Allaire, chairman-CEO, Brightcove: 'We're moving toward video ubiquity.'
Jeremy Allaire, chairman-CEO, Brightcove: 'We're moving toward video ubiquity.'

Men's Health from Rodale has already sprinkled video of workouts, celebrity interviews and its sex columnist around its website using Brightcove technology. Elle, part of Hachette, has used the company to build an impressive video platform at Elle.com

Both partnerships, and an even newer one with Hearst Magazines, were touted during a Brightcove presentation to magazine-industry executives in New York today. Although most publishers probably would have been happy to remain in the print business for the rest of their lives, the changing media landscape has compelled them to figure out video, too -- or risk losing consumers.

A consumer expectation
"We're moving toward video ubiquity," Jeremy Allaire, chairman-CEO, Brightcove, said during his talk, which was presented by the Magazine Publishers of America. "Consumers, readers will come to expect that any URL they visit will have video."

The key for magazines is that, beyond playing defense, the rise of video presents an opportunity to build broadband programming businesses around core brands, Mr. Allaire said. "It is driving a lot of the companies in your business to leverage creative, editorial, brand and readership to build new video-centric businesses."

Advertisers' interest in new-media plays have also driven print brands to start tapping into TV's share of the ad market, he said. Nearly every ad running on Brightcove systems is a pre-roll clip, usually just 15 seconds long, synchronized with nearby rich-media ads.

Uncertainties abound
Despite the growing comfort with using video, the jumpy evolution of media technology and consumption habits still leaves plenty of uncertainties for publishers -- and others.

When an audience member asked about Viacom's $1 billion lawsuit against YouTube and its owner, Google, Mr. Allaire said copyright protection was important and the suit against Google isn't surprising at all. "A brand got built on a massive scale on the backs of a lot of copyrighted content," he said.
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