Best Practices: Producing & Leveraging Multimedia

Michele Vaccarello WagnerSr. Digital EditorPutman Media

B-to-B Video & Audio

How to Measure It?How to Monetize It?How to Leverage It?

Do Readers Want it and is it Worth My Time?

Multimedia Programs Backpack Videos $ Easy to produce.

Easy to sell. Easy to leverage.

Podcast Programs $ Easy to produce. Saleable.

In-House Video Productions: Webisodes Video Reports

$$$ Harder to produce.

More expensive to produce.

Can be gated/sold at higher cost.

Backpack Video Reporting Great, easy for tradeshows No time to produce, no time to edit Leverage coverage via

transcriptions, social mediaExamples: http://www.pharmamanufacturing.c

om/extras/Interphex2011.html http://www.youtube.com/user/

pharmabackpack

Selling a Backpack Video Tradeshow Sales Packages:

Packages include a print/digital ad + 3-5 minute editorial booth video.

Breakout: $1,800 per video

Additional sales opportunities: Banner Ad served above their video Purchase of video for sponsor site

Backpack Video Best Practices Keep It Short: We have found drop-off

rates begin at the 3-4 minute mark. Max video length: 5 minutes Feed on your site & youtube for

maximum viewership Use social media to promote video

programs, show hashtags Surveys: Find out what your readers want. Provide content accordingly.

Equipment: CamerasCamera Tip: Flipcams do not

have external microphone jacks

MICHELE RECOMMENDS: Kodak Playtouch 1080p HD: features

touch screen, external mic jack, onscreen easy editing, syncs up with your social media channels. Best Buy, Amazon, Target. Investment: $180

Equipment: Microphone Options Handheld Microphone with cable: 50-

16,000Hz frequency response $20-30: Best Buy, RadioShack, Amazon

Wireless Handheld Mic: Sennheiser SKP 100g2: $200-300 + receiver cost

Wireless Mic: Sennheiser Evolution G2 100 Series (A / 518 - 554MHz): $550-$600

Equipment: Accessorize Tripod Tip: Make sure you get a

tripod that will fit in your carry-on luggage.

Tripod: 60” Dynex collapsible: $40 Best Buy, Target

16gb SD Memory Card: $35-$45 Best Buy, RadioShack, Target.

Investment for Backpack Multimedia

Kodak Playtouch Videocamera: $180 Tripod: $40 Handheld Microphone: $30 16GB Memory Card: $40

Total: $290

In-House Multimedia Production

Webisodes: Market Intelligence Reports, Industry Updates

Can be sold for $4,000-$5,000 each Editorial/Production work: 20-30

hours Examples: Market Intelligence Report Industry Update

Equipment for In-House Productions

Cameras: Canon XL2. Audio and teleprompter are most important as almost all cameras are HD $2,000-$3,000

Teleprompter: $800, PrompterPeople Lighting: Light boxes, spots, etc. $500 Green Screen: $150

Software for In-House Productions

Teleprompter: Flip-Q

Final Cut Pro or Adobe Premium Suite: On-Location: Shoot Direct to Digital (or shoot on

tape) Premiere: Edit & Graphics After Effects: Edit green screen Soundbooth: Editing sound

Vidego: To Host

Podcast Programs Podcasts: Max time: 10-15

minutes Programs: sell monthly podcast

sponsorships on industry topics. Example: Focus on Pharma

All podcasts available for download on itunes.

Can gate podcasts/transcribe forprint/editorial content.

Equipment/Software for PodcastsEquipment: Accuconference or any conference call software that

will record telephone calls or straight dictation and export into .mp3 or .wav files

OR: Handheld audio voice recorder: $40 Best Buy

Software: Audacity: FREE Audio Editing Software Soundbooth Vidego: 3rd party hosting

Questions?!

Michele Vaccarello Wagnermvaccarello@putman.net630-467-1300 xt 463