My newspaper is rarely read in paper format anymore. The iPad is my preferred device of choice for reading the news. I like the Sunday New York Times. I get the Washington Post delivered seven days a week. I read for the news, not the coupons or sale advertisements, but for information. However, every time I walk the pile of news print to the recycling bin, I threaten to cancel my subscription.
I’m not alone. Newspaper circulation has been declining, sometimes at double digit percentages, for several years. It’s a trend and reality that the Newspaper Association of America (NAA) continues to deny if their latest pitch to advertisers is any gauge.
The NAA is running an advertising campaign to validate that newspapers remain a valuable advertising medium. While I haven’t seen the print ad, I did check out the 6 minute 20 second video. This video is an example of how NOT to produce a video pitch. Here’s my critique.
* SIX MINUTES AND TWENTY SECONDS? I was bored after about a minute. I had to force myself to watch it twice. In today’s fast paced world, two and a half minutes (2:30) is the best practice in video length.
* Use a boom mic. While it may seem like a minor detail, reader testimonials will appear more authentic if the microphone is hidden. The lapel mic on some readers in the NAA video looked hastily connected and thus sloppy.
* If you’re talking about the value of newspapers, please show someone reading the newspaper. A newspaper doesn’t appear until about 3:25 into the video. Reading by laptop is mentioned 2:25 into the video. In both instances, most viewers likely would have stopped watching the video.
* Should it take more than a dozen people to tell why the newspaper is an important part of their daily lives? While the producers did capture a range of ages (save teenagers), they failed on ethnic diversity. It seems only whites and blacks care about the paper.
* If this video is targeted to advertisers, why does the “Advertising Engagement” section begin 4:30 into the video? My estimate is that about 85% of the overall video is about why people like the editorial content and printed format of the newspaper. An appeal to advertisers about how readers use newspaper advertising would have been more effective with statistics to support the interest in coupons for cereal.
Less the NAA feel that I’m picking on them, I was also very disappointed in the PRSA National Capital Chapter’s video to promote the annual Thoth Awards. The annual video historically explores the value of public relations counsel — often in a humorous or satirical manner. This year, however, the “I’m a god” rap video did nothing more than spoof the name of the award “Thoth” (pronounced tot) named after the Egyptian god of communication. The video may have been creative, but it wasn’t strategic.
After all, employing a video as part of communications strategy should be connected to business goals. Sell more advertising. Sell more tickets to an awards program.
Finally, national newspaper week is Oct 3 – 9, 2010. The theme: Newspapers – the print and online connector for today’s communities. I bet they show the video at some point during the week.