VideoInk is an important new information resource for all things digital video. This hot NYC-based digital publication describes itself as being “a Deadline/Variety for online video dedicated to breaking news and deals -- deal makers, deal mechanics, and deal outcomes, as well as critical reviews, CEO/company profiles, industry roundups, and big picture trend stories.” For those in or circling anywhere around the world of digital video (such as me), VideoInk has become standard equipment to my day -- a regular companion with me and my coffee in the wee hours (both dawn and dusk).
Jocelyn Johnson founded VideoInk with deep focus and from an entrepreneur’s perspective. She “gets” it, because she lives it. She is a real entrepreneur. Here are her answers to my five questions -- in her own voice -- and without any edits. AND NOTE that, today, she turns the tables on me as well -- VideoInk today published my responses to their completely different set of 5 questions.
Jocelyn Johnson founded VideoInk with deep focus and from an entrepreneur’s perspective. She “gets” it, because she lives it. She is a real entrepreneur. Here are her answers to my five questions -- in her own voice -- and without any edits. AND NOTE that, today, she turns the tables on me as well -- VideoInk today published my responses to their completely different set of 5 questions.
Having worked with traditional Hollywood companies and the Hollywood trades, I saw that the online video industry was being held back by not having a dedicated trade that would surface the many, many deals that were being done, hold people and companies accountable for those deals, serve as a barometer of the overall health of the industry, and educate the next generation of executives climbing the ranks or breaking into this business.
I also thought that this industry was starting to mature in a way that wasn't represented accurately by the 3 stories a week that Variety would file on "Digital".
Most importantly, though, the money is on the periphery so how could brands, investors, and traditional Hollywood make educated investments if they had no real source of knowledge on the video business?
(2) How are you different from your competitors?
It's interesting because we don't really have a direct competitor, we're deeper and smarter on Digital than the traditional trades and we're 24 to 48 hours ahead of others on 90% of our stories. Since we launched in April, we also saw that our loose competitive set has been cut in half because we've hustled to really own this category. We've also been told that our newsletter is one of the only that our subscribers actually like getting in the morning. That just makes me beam, because it means we're doing what we set out to do - provide great value for this fast-growing community. (3) Why will you succeed (and what is your single most important ingredient for success)?
We'll succeed because we (my editorial director Sahil Patel and I) are invested in seeing this industry grow and we have seen that our work in 15 months has really had an impact and served as a daily resource in keeping everyone smart in their jobs. That is meaningful for us. We're also both very passionate about the digital video business. We're both fascinated by its immense growth. I've found it incredibly fun to watch the ebbs and flows over the years and can't wait to watch (and participate in!) the convergence of digital and "traditional."
(4) What makes you unique (and what do you enjoy most outside of building your business)?
This might sound cliche but I think the fact that I have always been a "long distance" athlete - I swam long distance, I was also a long distance runner for years - caused me to be hardwired for hard work but more importantly patience, dedication, and for going the distance. Even though you're feeling like you're getting your ass kicked at times, Mile 1 is very different from Mile 2 etc but it's about staying strong and working the long tail while thinking about the short term means to the end. That mentality has definitely woven its way into my professional life as well as personal.
(5) What digital media trend is most interesting to you (and what is the least)?
Most interesting to me is seeing the diversity of technology companies emerging in video in response to mobile and social viewing habits and how that will accelerate the collision of digital and Old Hollywood. But the biggest problem I wish we could solve already is the measurement issue - digital, mobile, TV are different beasts but there needs to be a baseline comparison for audience reach. The least interesting -- branded entertainment.
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