Risky Business
To succeed in multimedia publishing, leading executives say you must not only be willing to try new things, but more importantly, be willing to fail.
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“Our demographic does not expect to have super-high-definition audio,” he says. “It’s not always true that there’s a huge investment.”
The NAP is now experimenting with doing videos in-house, and may decide to start a YouTube channel—another easy, low-cost way to enter a new multimedia market. Jensen recently purchased a small, no-frills “flip camera,” which provides a half hour of recordable memory and is, he says, perfect for author interviews. The camera is “not high-quality, but you have something where you can practically broadcast from your hand,” Jensen says.
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James Sturdivant
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