The Wall Street Journal is further deepening its commitment to online video, and in the process, helping render moot the idea of a "print-only" journalist. A memo this week from deputy managing editor and executive editor, online Alan Murray, to all news staff, unveiled the WSJ's next video initiative, "WSJ WorldStream" (full text here). The memo carries the subject line "We're all video journalists now…" and ends with Murray urging colleagues to "embrace this new opportunity."
The memo is a clear signal that journalists solely hammering out text on a keyboard no longer cuts it. More important, it indicates how the WSJ is further redefining itself from its traditional roots. It wasn't that long ago that the WSJ was a newspaper. Then, with the advent of the Internet, it became a newspaper with digital distribution. Now, with a huge push into video, it doesn't quite feel accurate to even use the term "newspaper" any longer. Rather, something along the lines of "multimedia news organization" (ok, that's too clunky) seems like a better fit.
One of the highlights of the recent VideoNuze 2012 Online Video Advertising Summit was the session with Alisa Bowen, Head of Product for Dow Jones (and formerly GM of the Wall Street Digital Network). Alisa is now responsible for all of the company's digital consumer products and had previously overseen WSJ Live, the company's burgeoning video initiative. WSJ is defying the conventional wisdom that newspapers are in inevitable decline by showing how video can help re-invent the brand and leverage existing assets.
WSJ Live has gained huge momentum since its launch last fall, and now includes 14 different original programs, totaling 100 hours per month, which generate 10.4 million streams per month and are distributed across 20 different platforms (Roku, Apple TV, Smart TVs, etc.). As Alisa explains, all of this has allowed WSJ to reach its audience in different environments, with an experience that is more aligned with users' expectations when they're using a particular device. I continue to think of WSJ Live as an outstanding template for other print publishers to follow.
Topics: WSJ Live