MPN's barter syndication service allows newspapers to sell local pre-roll video ads in addition to the local banner inventory.
Gloucester, MA, January 17, 2013 – Newspaper affiliates of Media Program Network (MPN) Food/Lifestyle video and content services are now able to sell local pre-roll video ads. Along with the other advertising available to affiliates, newspapers keep 100% of the revenue they sell. They also pay nothing for the service, which is distributed through a barter syndication arrangement.
"Our existing and new affiliates told us that they need to go beyond the banner ad in order to make their digital service pay off. We heard that loud and clear," stated MPN President Joe Langhan. "It is a major change in the service and required changing our business plan as well as our content management system," Langhan said.
Every newspaper affiliate will automatically receive 20% of all the pre-roll video ads when signing up for the service. By implementing a few promotional devices and increasing the average daily views they can earn up to 30% of the total pre-roll avails. The service currently has nearly 600 cooking, wine and beer videos that create a virtual TV cookbook online. All videos come with a description and recipes that can be printed for ease of use. Companion banner ads are also part of the package that newspapers sell.
"The new program allows newspapers to compete directly with local TV and cable systems for the 'TV' ad dollars," stated Rich Wadman, Chief Operating Officer at MPN. "Nearly all local advertisers who currently run on television own their commercials, and the newspaper now just needs to sell them an expanded schedule, along with the companion banners," said Wadman.
One of the obstacles that had to be overcome was to make it easy and user friendly. The goal was to be sure that no software or hardware was needed by the paper. The resulting changes to the content management system allow affiliates to simply upload a commercial file, and designate where and when it should play. "We had to make it so that anybody can be taught how to do this in minutes, not hours," said Wadman.
If an affiliate does not have a video advertiser they can still use the advertising to promote their other services, such as subscriptions, coupons or their classifieds. "Like a TV network or station, they should never let a promotional opportunity go to waste, and we will work with them on that," said Langhan.
There is no limit to the number of different commercials can run at once. Several newspapers have signed up to begin carrying the service and are pre-selling local video advertisers for a January/February launch.
About Media Program Network (MPN):
Media Program Network (MPN) is a privately held content syndication company created by media and Internet professionals, including veterans of the newspaper business and founders of The Food Network & Wine TV. The company produces and syndicates food, wine and other lifestyle related videos and content for distribution to newspapers. MPN's service is designed to help newspapers offer professional video and other content in addition to their current offerings.
The company is based in Gloucester, Massachusetts. For more about MPN and its services, visit www.mediaprogramnetwork.com.
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