Hurdles exist when integrating video into business news

Catalina Albeanu of Journalism.co..uk writes about the video strategy of Bloomberg and The Wall Street Journal and quotes Paul Marcum, head of global digital video for Bloomberg Media.

Albeanu writes, “Marcum explained there were some ‘hurdles’ when it came to integrating video into business news coverage.

“He said it may be the slowest way to consume business news, as people are usually tuned into fast-moving Twitter feeds or the Bloomberg terminal.

“By contrast, video often requires users to click on content to view it, he said, and by the time it loads they could have found the news through different channels.

“To find the best way to include video into their news coverage, Bloomberg has been experimenting with autoplay and live video streaming, something Marcum referred to as ‘live player.’

“‘We recognise that there is truly a spectrum of video you can include in a news article,’ he said.

“‘At one end of the spectrum you have something that’s fairly background, maybe it’s an interview with a newsmaker from three years ago… but it’s relevant if you’re trying to understand the story.

“‘At the other end of the spectrum you have something that’s precise and relevant, maybe coverage from the afternoon of that particular story, maybe a digital original that went in depth into the technology that is at play.

“‘But ultimately it’s something that we feel adds enough value in building up the reporting experience that we rolled out through autoplay.'”

Read more here.