An interesting article in the Wall Street Journal has recently reported that the multinational mass media group Hearst have made investments into a string of websites focusing on video content and aimed mostly at the younger, under 34, consumer demographic.
The move, the article says, is in line with a number of recent deals between traditional media owners and digital upstarts; each of whom are "seeking to attract younger audiences that have migrated online".
While this is indeed true, the elephant in the room is that many of these companies are playing catch up when it comes to the now fractured online video landscape. The truth is that younger audiences are not migrating online, they were born there. This is a small but important distinction. These audiences have diverse interests and consume in totally different ways from their peers of previous generations. This young market likes things on-demand and expects cross-platform access.
The challenge for traditional publishers and broadcasters alike, will not only be in how they adapt their messaging to these emerging channels of communication but also in how they translate their brands visually to engage this younger audience.
"Hearst Takes Stake in Complex, Pushes Web Video"
For the full article please follow the link HERE