Building Loyalty on the Web

Companies rushing to develop original video series for the Web are scrambling to solve one of the industry’s biggest problems: building an audience.

The challenge, which has stumped creators since the dawn of Web video, is getting more urgent as many producers shift their attention from creating one-off viral hits to online video franchises. Media companies and advertisers say they have money to invest, but loyal audiences, while growing, remain elusive.

Sites including Hulu LLC, IAC/InterActiveCorp’s CollegeHumor, Blip.tv and Demand Media’s Cracked.com are trying to draw recurring viewership by enticing users to tune in at a certain day of the week, running TV-like promos for Web shows or cross-promoting series against similar content.

Read the rest of this post on the original site


Must-Reads from other Websites

Panos Mourdoukoutas

Why Apple Should Buy China’s Xiaomi

Paul Graham

What I Didn’t Say

Benjamin Bratton

We Need to Talk About TED

Mat Honan

I, Glasshole: My Year With Google Glass

Chris Ware

All Together Now

Corey S. Powell and Laurie Gwen Shapiro

The Sculpture on the Moon

About Voices

Along with original content and posts from across the Dow Jones network, this section of AllThingsD includes Must-Reads From Other Websites — pieces we’ve read, discussions we’ve followed, stuff we like. Six posts from external sites are included here each weekday, but we only run the headlines. We link to the original sites for the rest. These posts are explicitly labeled, so it’s clear that the content comes from other websites, and for clarity’s sake, all outside posts run against a pink background.

We also solicit original full-length posts and accept some unsolicited submissions.

Read more »