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Best of the Day: 'What's coming' video promotes variety of stories (3/28/12)
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By Mike Turley
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The Daily Messenger in Canandaigua, N.Y., and its neighboring weeklies run a quick video online that sums up headlines in the next edition. The video is useful in that it quickly tells viewers what's going on in their communities.
April 11, 2012 12:01 a.m.

The Daily Messenger in Canandaigua, N.Y., and its neighboring weeklies are producing daily and weekly videos to promote what readers will see in the next edition of the newspaper. Check out what they're doing.

WHAT THEY DID: Reporter Scott Pukos offers an up-close-and-personal approach to promoting upcoming news in The Daily Messenger. Pukos goes on camera in the DM newsroom to promo the top stories for the next day's edition. The segment isn't long, only about a minute, but it offers quick hits on upcoming meetings, features, sporting events and even coverage through social media tools such as Twitter. The video is shot in a controlled environment, so there are few disruptions and little editing involved.

THE TAKEAWAY: The approach is a good way to increase readership and maintain circulation for the print product by informing and enticing the audience with upcoming content. It also is an excellent way to drive traffic to the website while adding another video to the site. The segment does not have to be shot every day. Use the format for a look at the week ahead, the upcoming weekend, special coverage or even as a recap of the past week's news and newsmakers.

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