video2zero

While US newspaper industry continues its foolish game of footsie matching 4th rate video content with the “people previously known as the audience”, the people previously known as the newsmakers are joining the people previously known as the advertisers in taking matters into their own hands.

Corporate marketers now spend over 2 thirds of their online ad budgets on their own websites. 2008 will go down as the year that everyone from high school sports teams, ski areas, police departments, airports learned that they could distribute content without middlemen.

Now the Israeli Defence force has jumped on the bandwagon, they have launched a channel on YouTube to show their side of the attacks on the Gaza strip, no middleman needed.

2009 is going top be a landmark year for savvy video producers and in house media mavens. If current trends continue over 90% of corporations will be producing video by the end of the year.

[UPDATE] Media consultant Terry Heaton picks up on the theme “that advertisers don’t need media companies anymore“, noting that Walmart’s website has more traffic than the two largest US newspapers combined, concluding:

The point is that Wal-Mart is a media site in that it sells its reach to advertisers, a reach that vastly exceeds two of the top newspaper sites in the world. This is why I keep harping on everybody that the future for local media companies lies beyond their own walled garden websites, and those who refuse to hear that (like, everybody) are sprinting to the tar pits.

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