SBD/March 8, 2013/Media

Bleacher Report Defending Itself Via Video Series Detailing Editorial Process

Bleacher Report has produced a series of online videos designed to show the sports media outlet's editorial processes and stem continued industry criticism the company is based around search-engine optimization as opposed to high-quality content. The first video, posted on the company's blog and its YouTube channel, debuted this week and will be followed by two more later this month and likely further installments after that. The clips were developed by Bleacher Report Chief Content & Product Officer Dave Finocchio and King Kaufman, manager of the company's writer program. They were produced with the aid of video personnel from corporate parent Turner Sports. "We're trying to be more transparent about who we are and what we do," Kaufman said. "We've become a bit of a black box in terms of our approach and we felt it was time we did more to explain ourselves. We've reached a point where we're able to lift our heads up and explain what we do." Kaufman wrote on the company's blog, "Isn't Bleacher Report just a bunch of jokers writing SEO headlines to game Google search? That's like asking if the world is flat." Kaufman said the videos also were aimed as a tool to help recruit new writers. "We're proud of the machine we've built here. We think we're at the forefront of the new generation of telling stories digitally, and this should help in terms of recruiting good talent." The first clip focuses broadly on Bleacher Report's overall process, while the second to be released next week is devoted to writer development and a third slated for March 20 will discuss the company's various online, mobile and social media channels. The videos feature extensive testimonials from Bleacher Report writers including NFL columnist Matt Miller and college football writer Michael Felder.
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