About Automotive News

• Automotive NewsPublished by Crain Communications IncFounded in 1925Delivers news to auto manufacturers, suppliers

and dealersTeam of 50 editors and reporters worldwide

deliver breaking news, data and daily newscastsProduces numerous webinars, conferences and

events

Automotive News TV Timeline

• 2008: Leaders determined a need for more video content on autonews.com

• Previous material was limited to auto show coverage and cnet.com vehicle reviews

• Decision was made to launch a daily, four-minute newscast

Automotive News TV Timeline

• Recruited internal team:Crain corporate communications managerVeteran print news editorVeteran print reporterVideo editor/photographerWeb intern

Automotive News TV Timeline

• Humble beginnings:Shot newscast in office with boarded-up windowsGreen screen was green cloth from fabric storeLights from Home DepotTeleprompter was an old laptop below the camera

lens• ‘Practice runs’ for one month to meet strict

daily deadline of 4 p.m.

Automotive News TV Timeline

• First afternoon newscast – Automotive News Today – sent to viewers on Nov. 3, 2008

Automotive News TV Timeline

• High viewership during recession, auto crisis• Anticipated 3,000 views per newscast;

averaged 4,000 to 8,000 views per newscast• Mentored Web intern to become a

photographer, editor, producer, writer and anchor

Automotive News TV Timeline

• Decision made to launch morning newscast – First Shift – on April 22, 2010

Poll Question

• How does your publication primarily utilize video?A) EditorialB) Marketing/AdvertisingC) EventsD) Do not use video

Automotive News TV Advertising

• Sponsors rotated weekly (15-second preroll) and other elements

Automotive News TV Growth: Special Reports

• 2013: Additional 21 sponsored special reports ‘The Dealer Speaks’ ‘Best Dealerships to Work For’ ‘Best Practices’ ‘Global Executives’ ‘North American Executives’ ‘Marketing Executives’ ‘Center for Automotive Research Management Briefing Seminars’ ‘40 Under 40’

• 2014 video editorial calendar is growing

Automotive News TV Philosophy

• Cover hard, breaking news and report on-locationKey Toyota Camry launchChrysler pays back government loans

• ‘Localize’ national eventsApple’s Henry Ford

Automotive News TV Philosophy

• Interview top executivesDan Akerson, CEO, General Motors

• Write to our video ‘The Dealer Speaks’Ford’s Flower Power

Automotive News TV Team:• Staffing:

Four full-time employeesOne contract employeeAdditional help from AN online/print colleagues

• ANTV hybrid employee goal: Each will shoot video, write scripts, edit news packages, host and post newscasts/reports

What you need to get started• People:

Individual(s) with professional or collegiate broadcast news experience, preferably with editorial and technical skills

• Equipment:HD ‘prosumer’ camera with memory cardsTripodLavalier/stick microphonesStudio/field lights

What you need to get started• Equipment:

Physical or green-screen setMac or PC with advanced video editing software:

Adobe Premiere, Final Cut Pro X, etc.Teleprompter (an iPad with a prompter app will

work)Online video platform (YouTube, Brightcove, etc.)

What you need to get started• Budget:

Could range from $3,000 to $20,000 dollars• Potential vendor:

B & H Video – bhphotovideo.com• Time:

11 hour days are the norm at ANTVSome staffers begin their workdays at 4:30 a.m.

and leave at 5 p.m.

The transformation from print to video

• Find willing print journalists/editors • In broadcasting, time matters

Voiceover (VO): 20 seconds VO/SOT (Sound on tape): 45 seconds Package: 1-2 minutes

• High story count, low total running time

The transformation from print to video

• To facilitate this: Write in an active voice, not passive Write short, simple sentences Write conversational copy Write to your video Use ‘natural sound’ breaks and sound bites Avoid too many numbers

The transformation from print to video

• Get in front of the camera and under the lights:

‘Speak through the lens’ – kick it up a notch (or two)

Highlight key words in script Voice needs to reflect the beginning, middle

and end of a story Breathe

Automotive News TV Results:

• Average newscast runs four minutes• Each newscast is e-mailed to 100,000-plus

registrants daily• Combined 10,000-plus viewers daily• One special report attracted 7,000-plus views• Most-viewed online item• Video revenue has grown every year

Q & A

• Contact information:tworobec@crain.com313.446.1607313.244.8808autonews.com/video