Creating Promotional Video: HarperCollins executives talk about the publisher’s new in-house studio

Extra: From a publicity and marketing standpoint, how will the video content created in the studio be used on the Web?
Allessi: We actually believe in turning the video back over to the marketing and publicity and our online teams. They know the author and the book the best. … Marisa is going to extract the most interesting and intimate answers from the authors. I’m going to make sure that this runs smoothly and efficiently. Marisa passes it to the online group. The marketing team will put it wherever they want to.

Extra: Marisa, what were some successful strategies that you used at The Wall Street Journal that may carry over to this effort? How does the newsroom feel of the studio lend itself to the format of the videos?
Benedetto: … Sometimes we have to turn things around really quickly. I had that experience at the Journal. At the Journal, being around journalists … you have to [be] very clear and concise. You have to tell the story quickly and effectively. You have to live up to the brand. You can’t put something out that has the Harper name on it that is not packaged well. If people are going to spend two to three minutes with us, it has to have quality to it. …