As web master and web designer of the North Texas Daily’s daily updated website, I had the rare joy of experimentation on a large scale during a very unsure time in news.

As a result of my time there, we created video advertising, harnessed the resources of the alumni, and created a website that quadrupled our daily steady visitation, not to mention our spikes when multimedia features went online.

WHY VIDEO ADS?

One of the concerns of papers making a switch into “convergence” is that, if they pay for video equipment and websites, they have the expense of these items in a medium that is largely considered “free” with no real way to pay for them. My idea was this : micro production video advertising. Essentially, 48 hour turn around, generally for small-local businesses at way less than the cost of a more professional crew. Students would get more experience ( no money), the community would get a benefit, and, at our rates, the equipment would start making a profit in 6 months (10 projects).

What Else?

I trained the first staff on the NTDaily’s video department. They consisted of 4 students (3 photographers and 1 reporter) who were interested. Our equipment consisted of a JVC prosumer HD camera, a wireless mic, a handheld and some custom stabilizers (monopod, shoulder mount and tripod) that I built specifically for these run n gun scenarios. They staff started with one week deadlines, including shooting, editing and titling, that eventually became 24-48 hr deadlines.

I also recorded interviews of NTDAILY Alumni.
The Apple style infinite white backdrops where very popular at the time, so that’s the style we went with. Of course, our budget was twenty dollars and, since we mostly shot on location video, we had no light kit. If you don’t already know, a camera with zebras helps a ton.

Anything else to say?
I could go on for days about this. I learned great teaching strategies and field production techniques. Production timelines and workflows. Lighting techniques. Differences between no-budget workflow and thinking and those with budgets. (Having done most things no-budget, I’m currently most suited to this.) I even made the switch from Adobe Premiere and After Effects to Final Cut Studio, and I’ll never look back.

As a founding member of Black Marmot Productions, I created our “brand.” This included logo design, business cards, flyers and other various print materials, and web design. The look and feel of our company was a success for our small experimental production house with no money, giving us the opportunity to meet people like AL Brilliant, one of the original publishers of “The Beats” (think Jack Keourac).

We made several short films, for which I lit, shot, chopped and did the FX. We produced a documentary, a video game and even helped anther group get started.

Being largely self taught, and attending school full time, this was a good transition into freelancing. There always needs to be a driving force in groups like these, some one who constantly produces even if the others seems tired or discouraged. I filled that role then, and I do now in my present endeavors. Dependability and an unyielding work ethic, I believe, are essential to freelancing and small business.