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An interesting, if depressing read, Bryan, especially for someone like me who recently became a ‘free agent’ after 10 years running video for a major Australian news publisher. The reason they gave was that they don’t have a competitive advantage in video and with revenue falling from the major earner — legacy print — they had to ‘stick to their knitting.’ We had a very successful video operation doing nearly 30m streams a month on platform alone and were just about turning a profit, all using the autoplay the publishers you mention are using. The problem with autoplay is the advertisers don’t believe the figures because readers scroll past, play with audio off, basically don’t pay attention and don’t see the advert. Result: CPMs get driven down and eventually it becomes trying to run up a down escalator. It’ll be interesting to see if your publishers make it work. I have my doubts.

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