It sounds like one of those too-good-to-be-true teasers. "Everybody knows" video is an expensive content platform. But that hasn't been our experience. Multimedia has been a strategic cornerstone for us since we began turning around the web business in 2006. At first we focused on low-hurdle podcasts to begin broadening content beyond text. Then last summer, we put our toe in the water with video. When that went well, we decided to hire a multimedia producer, someone with specialized audio, video, and online production skills who could work with the editors to ramp up multimedia, and particularly video, content substantially.
Beyond the investment in talent, costs have been low. We equipped our producer with the necessary cameras, lights, microphones, desktop computer, and software for around $10,000. Instead of expensive studio space we use a well appointed office. The takeaway: the internet experience in 2007 isn't limited to text. Even a text-centric business can make rapid strides into Web 2.0 territory by bringing in one or two talented people and spending a few thousand dollars on infrastructure. You're closer than you think!
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