Big publishers scale up video production
The list of publishers appointing high-level video execs includes The New York Times, Time Inc. and BuzzFeed, all of which are preparing major digital video initiatives for the coming year.
In the latest such appointment, the NYT announced that Alex MacCallum is returning to the company to lead its video operations as assistant editor and SVP for video, after she finishes her maternity leave in January.
MacCallum had previously served as head of audience development and will continue to oversee that area along with her new video responsibilities. However, day-to-day responsibilities for audience development will pass to Justin Bank, who will report to MacCallum.
MacCallum’s appointment comes at a crucial moment for the newspaper, as video plays an ever-larger role in driving audience engagement and growing advertising revenues. The publisher is also experimenting with new formats, especially immersive video. Earlier this month, it launched a new VR app, NYT VR, created in collaboration with Google and VR studio IM360.
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