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Video will not kill
the communications
star … but it will
affect your job

We are in the midst of yet another major shift in media consumption as online video traffic becomes the dominant form of media on the Web

By Michael Sebastian

Days after his airline deserted thousands of outraged passengers on a New York runway, the now-former CEO of Jet Blue made his mea culpa to the public in a three-minute video. During his apology, David Neeleman appears genuine. He looks sin

Whether or not Neeleman’s apology mattered to the public is debatable. What matters for communicators is this embrace of video—a form of media that is consuming Internet traffic. While no one suggests video will chase text off the Internet, it has emerged as the most heavily trafficked form of online media.

The New York Times, citing England-based firm CacheLogic, said in February that over 60 percent of Internet traffic is video. The newspaper also quoted a computer scientist at Carnegie Mellon University saying he imagines video will reach 98 percent of Internet traffic within two years.

JD Lasica, one of the world’s leading thinkers on user generated media, believes online video will see a similar rise in popularity as blogs. Five years ago few people knew the term blog, now there are over 70 million of them.

Forward thinking communicators are recognizing this huge shift.

“Video is the currency of the modern media marketplace, and the Web is driving this,” explained MediaLink chief operating officer Larry Thomas. MediaLink, which helps PR and marketing people tell their story using video and audio, is among numerous companies rising to meet the need for online content.

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