The Wall Street Journal is Advertising on YouTube (sort of): Paper is Making its Videos Free and Sharable to Bloggers — Could the WSJ.com Be a Cool Online Media Brand? Beet.TV Interviews Bill Grueskin, Managing Editor
The Wall Street Journal Online has banner advertising running on YouTube to promote subscriptions. I found one of the first ads earlier today rotating through on the new Beet.TV channel on YouTube. Here’s a screen shot.
Our new channel has just been designed and we’ll be moving our 230 clips to the channel over the next few days. Beet.TV will remain our primary publishing platform but we are also making our videos available on a YouTube channel. Check out the design and please subscribe. To read more about YouTube’s new channel strategy, see this article in today’s New York Times.
This banner ad appears as part of a big cross-network purchase by the Journal’s ad agency. It wasn’t bought specifically on YouTube. Nonetheless, having The Journal ad on YouTube surely lends some mainstream cred to the video sharing site that seems to picking up some major media respectability –notably with today’s announcement of an association with the BBC.
The Wall Street Journal was among the first major publisher charge for online subscriptions. Today, the online edition as some 800,000 subscribers paying $99 per month. That’s a pretty good revenue model and the paper is looking to build its online base. Its agency sees potential subscribers among YouTube users.
View a transcript of this interview
Journal Makes Videos Free, Not Just for Subscribers
I interviewed Bill Grueskin, Managing Editor of the WSJ.com at the paper’s headquarters in Manhattan. He explained the rationale of making video clips free and shareable. He wants traffic.
In a very adventurous move for mainstream media, the paper has decided to make embed code available of most of its video clips. So, the video can easily posted on blogs and Web sites. We reported on this development last month.