DadLabs: Advice for Fathers

By Staff Published on .

Production: is part of the Web video content explosion. The site is part of the ForYourImagination network, which helps produce a variety of Internet TV programs, including “The Shirtless Apprentice” and “Break a Leg (the Sitcom).” DadLabs pops out new episodes four days a week. Topics range from gear that makes parenting easy to humor bits. The “Snot Ninjas: How to Fight Your Kid’s Cold” episode, sponsored by kids’ products maker Baby Bjorn, gives tips on cold prevention and treatment. DadLabs’ production cycle starts Mondays, when the company’s five principles meet. The group uses a warehouse in Austin, Tex. to house its soundstage, which has three sets. The whole setup, built in 2006 to create instructional DVDs for dads) cost less than $8,000 to build. DadLabs principles Troy Lanier, Clay Nichols, Brad Powell, Don Lampasone and Owen Egerton contributing sweat equity to keep costs down. Their day-long shoots are filmed with a Panasonic HDX camera, which saves to a card. The group covers all the labor, including sound, lights and editing, bringing the cost of each episode to about $2,000.

Result: DadLabs has attracted sponsors including Graco, Baby Bjorn and SitterCity. The clips are syndicated using TubeMogul, which distributes he content to about a dozen video-sharing sites. The videos generate revenue from two main sources: revenue sharing from ads on video sites and sponsorships on their sites. The videos carry a CPM of about $10, which generates revenue in the hundreds of dollars per video. Sponsorships on the site can generate $2,500 per week. The videos generate about between 250,000 and 280,000 views.

-Greg Baumann

DadLabs videos, like this 'Snot Ninja' segment, dispense advice and humor for fathers.

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