Condé Nast VP of Digital Video Operations on Why Video Is the Gateway to Millennial Audiences
Larry Baach, VP of digital video operations at Condé Nast Entertainment, views video as publishers' key to unlocking millennial audiences. Millennials love visuals and audio, says Baach, making it an ideal platform to gain their attention and a powerful medium through which advertisers can connect with this valuable demographic. And there's no reason that all publishers can't launch a video initiative, says Baach. The equipment, distribution platforms, and technology needed are more affordable and accessible than ever before. In the following interview, Baach explains why video is a worthwhile investment and how publishers can create their own video division.
At the Yale Publishing Course (YPC) in July, Baach will dig deeper into these topics, explaining how publishers can create great video for their audience and the strategies Condé Nast implemented in launching its video division Condé Nast Entertainment.
YPC is a week-long educational program that assembles a faculty of magazine industry leaders to share forward-looking strategies. Additional program details and registration information can be found here.
Why is video such an important content platform for publishers?
The millennial generation that is so significant to advertisers is a visual and aural generation. They want to lip sync at Dubsmash. They want to push their photos to Instagram. They want to have their own YouTube channel. They want to send audio blurbs on WhatsApp. And they want to link, connect, and favorite.
Any publisher just needs to pay attention to their teenage child, or watch young millennials during their morning commute, or pay attention to a gaggle of teenage girls at Sephora. Millennials live to create and share, but also, to discover and share. A great cool song is something to share. A weird, wild photo is something to share. An awesome video is something to share. Publishers should be thinking: does a millennial want my content? If I get it to them, or them to it, will they share it? DISCOVERY + IT'S COOL + EASY SHAREABILITY = SUCCESS.