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We’ve been doing much more video as we’ve matured, as the technology has changed as
well, making it easier to do video. One of the things that I loved doing was a project
where we were looking at entrepreneurs, profiling small profiles of a series of entrepreneurs,
start up companies. If they weren’t able to come to our studios to do video, what I
did was mail out Flip cameras to them and had them set up the camera right in front
of them, asked the series of questions and we’d tell them what the questions were.
They would record it, send the Flip camera back to us, and we were then able to upload
that and do video. So it was a fabulous way of expanding our video reach without having
to bring people into the studio. Well, what happens when you do something like that is
you get more of a cinema verite feel. You-- it feels more authentic. Now you may not want
to do that with every-- in fact you wanted want to do that with every subject. If you
were interviewing a CEO, you probably want him in a studio looking very professional.
But for a start up especially, it gives it that aura, that sense of authenticity that
you really want, and that readers can then-- or viewers can really identify with.