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