The Wall Street Journal is launching a new YouTube channel dedicated to serving soft news content and video follow-ups to its printed feature stories, along with supplementary cultural coverage of food, fashion, and media news.
The video production company channel’s flagship content will be a daily show called Off Duty, and will also air on WSJ.com at 6pm EST. Live episodes will start airing on Feb. 6. The show will feature contributions from WSJ writers such as film critic, Joe Morgenster and wine critic Lettie Teague. Also, according to a WSJ press release:
Launch week will include special segments in preparation for upcoming Super Bowl XLVI, with a roundtable of Journal sports reporters on-site in Indianapolis; a sit-down with the creators of Animal Planet’s annual “Puppy Bowl”; an interview with celebrity chef Donatella Arpaia discussing tips for a successful party spread; and more. In addition, the Journal’s Lee Hawkins sits down with four successful music acts to discuss how they are confronting the industry’s dramatic changes – including Paul Stanley of Kiss, Grammy Award-winner Cee-Lo Green, multi-platinum rapper Soulja Boy, and global dance group Far East Movement.
Some online blogs are actually criticizing WSJ for investing in soft news rather than having a branded hard news channel. However, this could be a great way for them to diversify the WSJ brand image. While the paper has a reputation for being right-of-center, perhaps the YouTube channel could make them look more relevant than other legacy papers on news stands today.
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