Wednesday, 17th June 2009
Nancy Davis Kho
Making good on a new business model she began promoting earlier this spring, Martha Stewart's company Martha Stewart Living Omnimedia (NYSE:MSO) has rolled out its first foray into pay-to-download video on www.marthastewart.com. The section of the site dubbed Martha University (http://digbig.com/4yxyw) provides interested readers with how-to videos on topics like recipes, entertaining, home decor and weddings.
Each video is priced between US$5.95 on up to $12.95, and comes with options for giving the videos as gifts. iAmplify (http://www.iamplify.com) is providing the video muscle behind the new distribution method.
In an interview with PaidContent.org last month (http://digbig.com/4yyad), Stewart said that the move was meant to enhance rather than compete with the site's traditional online ad revenue stream, and is 'meant to get a sense of what its consumerís appetite is for pay-to-download video'. Much of the content available at Martha Stewart is 'Martha Stewart Classics', snippets of archival footage from her television broadcasts.
For now the move may look a little schizophrenic, considering that there is free how-to video on other parts of the web site. But it's a shrewd move from the home living queen to try some innovative ways of monetizing content and leveraging social media, one that other publishing companies need to heed.
If it works, MSO has gained a new revenue channel and a savvy way of distributing valuable archival content. If it doesn't, MSO can cross 'monetize videos' off the list and try something else.
The pressure on publishing companies to figure out smart ways to capture visitors to a free site and convert them to fee-paying consumers, through a magic combination of sought-after content and user friendly delivery, can't be understated. MSO's Martha University moves to the head of the class for giving it a try.
Document the value chain, and transform the way you think about, manage and report on your product portfolio and your information service contributions to your organisation goals.
Focus on Value Chain
Risk assessment is a required process for a healthy information department. It gauges the ability of your services, team, portfolio and overall value to withstand stress.
Focus on Risk Assessment
Sorry, there seems to be a problem with Webinar and Community listings. Please let us know, by email to email@example.com. Thank you.
Our proven processes, resources and guidance will help your team make the shift from transaction centre to strategic asset.
Designed around the most common challenges and pain points for time- and resource-strapped information teams
Supercharge remote productivity and value
Holistic content portfolio management
Future-proof your information service
A tailored overview of our research and active discussion with your Jinfo analyst.
Measure your starting point to articulate your strengths and set priorities for future improvements. Assessments gauge risk, capacity, value and more.
Read case studies, and start the conversation:
Connect your team with the practical tools, original research and expertise to build and support information strategy in your organisation.
A Jinfo Subscription gives access to all Content (articles, reports, webinars) and Community.