Newspapers see the Web as an opportunity for digital publishing. They're not sitting on their hands.

I've often said that the 'threat' of the web to newspapers doesn't have to be that - it can be an opportunity. 

One way, as I suggested in an earlier recent Blog, was to turn the huge online audience that newspapers get, into a shopping mall. Get the readers to buy and take a margin.

Another, is to create online publishing through dedicated 'imagazines'. The Irish Independent Group, Ireland's biggest newspaper publishers, are doing just that through a series of imags.

They create and publish online with more and more advertising support. Key to it is Video because it's one benefit that a newspaper publisher can offer online, which they can't offer in the printed version.

Their current edition called 'Lineout' (http://supplements.independent.ie/?xml=line%20out%20iMag%20&iid=83143) gives you a sense of the effort, money and quality that is being put into them. This is actually, their 6th edition. 

Generally, this one is about Rugby (although there's lots of lifestyle features in it) and I've listed some of the video here in case you're interested, which Streamabout produced for them. What they've been able to do is to use their clout (unlike say, a start-up could) to call on big names like the Irish out-half, Jonny Sexton;

And the aspiring out-half, Ian Madigan;

Or legends like Tommy Bowe;

Or Conor Murray;

Or Peter O'Mahony;

And so on. And by having such high profile names (there's lots more in it), they can then draw in high profile advertisers who want to be associated with it. So it really works.

Lineout is only one in what is an ever-growing series of imagazine online publishing. The Independent also bring to bear a huge resource in editorial with really experienced people (such as Bairbre Power the Editor of Lineout) who understand how to put it all together.

And of course, by placing it on their site (www.independent.ie) they instantly deliver views and impressions. Substantial views.

Newspapers are not sitting on their hands contemplating the threat of the internet. 

They are capitalising on it.

Newspapers are embracing digital. And The Independent Group are making a fine job of it too.

In the digital age, one of the media that's often quoted as being in the firing line is newspapers. And they have been, but that doesn't mean that they're sitting on their hands and rolling over because they're not. They're actually embracing it and making a damn good job of it too with The Independent Group really making inroads.

What online and video brings to publishers, is the ability to sell TV commercials and the ability to use their established brands with loyal readers, to develop interactive magazines (IMags). Streamabout have been playing a role in delivering these quality videos for online publishers.

Clearly, firstly, the use of video news, allows for pre-roll and mid-roll advertising which allows newspapers to broadcast TV Commercials - something they've never been able to do before. In fact it's an opportunity for newspapers to attract in large TV advertisers whom they've never had as clients before. Who'd ever have thought you'd seen a 30 second TV commercial in a newspaper?

Newspapers can now scale up into the lucrative TV airtime space and that's a whole lot of opportunity for new revenue. Because TV Advertising as a sector, generally dominates media revenues.

Pre-rolls are now developed, available and growing with great long term potential.

The second offering of interactive magazines is a further development of that space. Here the online edition of a magazine - what is normally a printed product in tandem, although one wonders if IMags will become standalone opportunities - gives further, better interactive content.

The Irish/Sunday Independent have been at the forefront of this. Their online imagazine 'Juno' published yesterday, is a clear example of that.

A succession of interactive magazines aimed at niches such as Rugby ('Lineout'), Childcare ('Mothers&Babies'), Fitness ('Fit'), Exams, GAA, Christmas ('Mistletoe'), Soccer ('Soccer Legends') and so on, has been more than a foot in the water. In fact, when you look at the list, you'll see the pro-activity.

You'll find them all linked on www.independent.ie homepage, under 'Services' as you may not be able to click the links in this blog. (If you can't, just cut+paste the links here into your browser). But I've included two videos here at the end which are well worth the watch - honestly!

Yesterday, they published a lifestyle magazine, 'Juno' edited by Constance Harris, with The Sunday Independent but also online. 

http://supplements.independent.ie/?xml=Juno_iMag&iid=80896#folio=1

For example, whilst the printed version featured a fashion shoot with legendary photographer Mike Bunn, the interactive magazine had 3 'behind the scenes' videos about the shoots. So readers were able to delve into it more and understand what it's like to shoot fashion. 

http://supplements.independent.ie/?xml=Juno_iMag&iid=80896#folio=30

A piece with model Roz Purcell on a lingerie shoot, also came with a video (calm down) where interviews with the photographer, stylist and scenes from the shoot were very watchable. 

http://supplements.independent.ie/?xml=Juno_iMag&iid=80896#folio=46

A story about Irish female authors self-publishing their work, allowed for online interviews with the actual authors. 

http://supplements.independent.ie/?xml=Juno_iMag&iid=80896#folio=26

Another fashion shoot meant online, you saw it in the making plus more detail on the garments. 

http://supplements.independent.ie/?xml=Juno_iMag&iid=80896#folio=62

Another video was able to give you tips on how the make up was applied by a top make up artist from the shoot. 

http://supplements.independent.ie/?xml=Juno_iMag&iid=80896#folio=76

A story on wellbeing with Karen Ward, gave your more insight on her interactive video interview. 

http://supplements.independent.ie/?xml=Juno_iMag&iid=80896#folio=82

All supported by brands like Chanel, L'Oreal, Clarins, BT's, Newbridge and so on, who introduced their own TV Commercials, links directly to their websites facilitating purchase and links to their Social Media pages.

With all the content available to freely share on Social Media.

So digital now brings publishing and magazines to life and gives the readers further content to view for free. With the expertise of editorial that's available to a topline publisher like the Irish Independent and Sunday Independent, they're assured of being quality and will be hard to beat.

A clear example of embracing digital. 
And INM are doing it very, very well.

Have a look at this one from yesterdays 'Juno'. The story of a first. A Fashion Shoot in deepest Ireland, on a 'rock' called Skellig with legendary photographer, Mike Bunn.

Oh okay then, here's the Roz Purcell one from 'Juno' too.