Stories want to be free. Free of newspapers, magazines and websites which restrict access. They want to spread virally and without shackles tying them to the publisher.
The people at Wall Street Journal have made it very easy to embed their video content in other sites such as this blog. Okay, they wrap their ads around the content but that’s okay if the story is worthwhile. Below is a story about online dating sites and social media in general.
Andy Plesser at Beet.tv had this to say about the WSJ move:
This is a very important development. As far as I know, no major newspaper publisher is allowing its videos to be shared this way. I know a big concern is having advertising surrounding the clips appear on sites outside of a media plan.
The WSJ move is clever because it sets their brand and content free while maintaining control over look and feel. It’s further evidence that the story is the thing. By setting stories free like this and enabling them to be shared so freely, WSJ is acknowledging that stories have their own life outside of the newspaper, magazine or website.