Magnify.net, which I have previously written about here and here, has just launched its Magnify Publisher application, to facilitate bloggers' integration of video into their posts. Steve Rosenbaum, Magnify's CEO/founder gave me rundown the other day.
As a refresher, Magnify is the ultimate Long Tail of video enabler, allowing individuals to create branded personalized channels from video that is publicly available on the net. To date over 37,000 of these channels have been created on virtually every niche subject imaginable.
Magnify Publisher is another example of a tool to advance video syndication. Publisher inverts Magnify's usual approach though, offering bloggers the chance to start building video channels inside their blogs, but without really knowing it. The blogger begins by downloading the Publisher app (today WordPress and Movable Type are supported) and can instantly start searching for relevant videos for specific posts and embed them. The over time, as they've grabbed more and more videos, a channel starts to organically take shape, which itself can then be exposed at some point to users.
All of this is predicated on Magnify's belief that blogging is increasingly going to be multimedia, but only if access to video is easy and well-integrated. My quick reaction was that Magnify Publisher feels close to syndication sites like Voxant, ClipSyndicate and others. Steve suggests that Publisher's differentiators are that a personalized channel can be built rather than just a collection of clips, and that Publisher offers access to content beyond news, which tends to be the others' focus. In fact ClipSyndicate's videos are available to bloggers through Publisher, and Steve sees others being integrated down the road.