How-To Video Provider 5min Partners With Scripps
MediaPost, October 05, 2009
How-to video Web site 5min has struck a deal with Scripps Networks, which operates lifestyle cable TV channels such as HGTV and Food Network, to supply videos to 5min’s home and food categories.
Under the agreement, Scripps will also directly sell advertising not only on its own inventory on 5min but all syndicated video in those two categories. The company syndicates its short, instructional videos to hundreds of sites that reach a potential audience of 250 million monthly visitors.
“We sell by category, and this is the first time we’re allowing a media partner to sell any of our categories,“ said 5min co-founder and CEO Ran Harnevo. “Where 5min can be helpful is to leverage their distribution and scale so they’re not selling only their own destination sites.“ He added that the company typically splits advertising between itself, content providers and sites in the network.
The partnership will start with Scripps providing hundreds of videos from its cable channels, which also include DIY Network, Fine Living Network and Great American Network. “The partnership with 5min gives us an innovative opportunity to vastly expand engagement with Scripps Networks brands by reaching additional targeted consumers across the Web,“ said Lisa Choi Owens, Scripps’ senior
