The Atlantic Launches a Video Aggregator With a Twist

Published on August 4, 2011
by Peter Kafka

The Atlantic, which added a photo section to its brainy Web site earlier this year, has taken the next logical step: A digital nook dedicated to moving pictures.

The site’s new section joins many other sites’ video verticals which bring you clips from around the Web. But unlike some competitors — see: Gawker, Mediaite and others — the Atlantic is taking a relatively old-fashioned approach to aggregation: It’s asking permission from copyright owners to run their stuff. edit boss Bob Cohn says his site will get a signed licensing agreement from every owner whose stuff gets featured on’s proprietary video player. (The Atlantic will also feature clips from other sites using their own embeddable players — in those cases, it won’t need to ask for permission.)

That doesn’t mean video makers will get paid — compensation will come in the form of links — but the olde-timey practice highlights the different tack the site is taking here. If you want clips of TV news readers saying embarrassing things, or media magnates getting a pie to the face, there are plenty of places to get those. The Atlantic will instead focus on higher-brow, higher-minded stuff that you probably haven’t seen.

Atlantic editor Kasia Cieplak-Mayr von Baldegg, a former producer at Current TV who Cohn describes as “an embed in the video-generating community,” is in charge of picking the stuff and will also interview some of the creators.

Here’s a sample of what she’s looking for: An excerpt from “California is a Place,” a slice-o-life documentary series:

Aquadettes from California is a place on Vimeo.

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