Video as revenue: Start with listening

By Kat Duncan, from Reynolds Journalism Institute

Alabama Media Group launched Red Clay Media in 2017 as a video-driven revenue stream. It began with videos created in the newsroom that inspired engagement from their readers. Today it is a thriving video arm with three distinct brands that focus on feel good, inspirational and comedic southern content.

Author Kat Duncan spoke with Elizabeth Hoekenga Whitmire, senior director of audience development for Alabama Media Group and Red Clay Media, to learn more about how they’ve conquered what many newsrooms are still struggling with – making money with video content.


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