Sydney M. Wolff

Recent Posts

Viral Videos: Why and how do they happen?

Posted by Sydney M. Wolff on Jan 7, 2016 2:26:34 PM

“Going viral” is a term that everyone has heard, and in today’s digital world it’s pretty much the equivalent to stardom. “Charlie Bit My Finger” was one of the first videos ever to go viral, and the timeless clip still makes people laugh. Today, many publishers have committed to integrating popular videos into their websites. Mashable and The Telegraph have entire sections on their sites dedicated to viral videos. But what exactly makes a viral video, viral? There are three common characteristics that most viral videos possess: short titles and short form, humorous topics, and a popular video publisher.

Topics: Video Trends

9 Publishers Who Love Vertical Video...Or Pretend To

Posted by Sydney M. Wolff on Dec 15, 2015 5:54:13 PM

Vertical video is rapidly gaining popularity, and publishers are working to meet the demand for this social media-inspired format. It’s becoming more and more common amongst publishers who are trying to win over their millennial audience. Snapchat has added additional publishers to its vertical video platform, Discover, and major publishers like Hearst have even launched straight-to-Snapchat content. Creating videos in both standard and vertical format requires a large amount of time and resources, but publishers are starting to invest more readily in vertical platforms. Many are even producing vertical video for their native sites and apps. So which publishers have really committed to incorporating vertical video into their strategy?

Topics: Publishing Platforms, Video Trends

How Are International Publishers Approaching Video?

Posted by Sydney M. Wolff on Nov 10, 2015 2:28:23 PM

Consumers today prefer to get information about the world through video. And the obsession with video is not exclusive to the U.S., it’s evident across different countries and cultures. Now that the entire world craves this medium, publishers everywhere are investing in video. Video is challenging by nature, and international publishers have even more factors to consider in their strategy. How do international publishers work with different languages, cultures, and countries when approaching video?

Topics: Video Trends

Why Video Is the Most Challenging Job in Publishing Right Now

Posted by Sydney M. Wolff on Nov 3, 2015 4:20:22 PM

Between countless new video-centric social media platforms, the transition from Flash to HTML5, and the rise in vertical video, publishers have their hands full trying to keep up with emerging video formats. Video teams are more valuable than ever, which also means they're in a highly pressured position. What are the key reasons that video professionals in publishing have the most challenging jobs?

Topics: Editorial Resources, Video Trends

6 Ways Video Can Haunt You and Your Brand

Posted by Sydney M. Wolff on Oct 29, 2015 5:10:21 PM

Halloween is right around the corner. For some of us, that means horror is in the air. It’s a time when our digital life can become consumed with videos of terrible costume gags, ghosts of embarrassing Snapchats, spooky text emojis and, worst of all, amateur video creation.

Topics: Video Trends, Audience Insights

8 Reasons You Will Love Apple’s News App

Posted by Sydney M. Wolff on Oct 20, 2015 9:30:00 AM

The new iOS 9 update for iPhones has an exciting new feature: the Apple News app. Consumers can now instantly find news from all of their favorite publishers in the palm of their hand. The app features a wide array of news sources from Vanity Fair to Buzzfeed. Currently there are over 50 publishers participating in the news app, up from 18 that were initially signed on in June. So how does it work? According to Troy Young from Hearst, one of Apple New’s first publisher partners, the application is not “hugely complicated.” Apple seems to have hit the mark for publishers and consumers alike. Here are just a few of the reasons you’ll be head-over-heels for this awesome new app.

Topics: Publishing Platforms

Do We Need a Cure for Vertical Video Syndrome?

Posted by Sydney M. Wolff on Oct 7, 2015 9:00:00 AM

The video craze has taken over social media. Most popular (and for some most overrated) is the vertical video obsession. Portrait-orientation videos reflect media-lovers’ fixation on their smart phones, so it’s not surprising the fad has taken off, leaving many with what people call “vertical video syndrome.” Unsurprisingly, there’s still a wave of vertical video haters. The outspoken group has presented some valid points about the format. But with its increasingly frequent appearances in publishers’ and major brands’ content, these naysayers may have to reconsider. Is there anything wrong with “vertical video syndrome”? In fact, can we even call this preference a “syndrome” at all? Even the most prominent criticisms on vertical video are losing traction; let’s debunk a few of these critiques.

Topics: Publishing Platforms, Video Trends

15 Ways Publishers Can Win Over A Millennial Audience

Posted by Sydney M. Wolff on Sep 29, 2015 1:18:03 PM



With the millennial generation dominating a quarter of the population, publishers, and brands are going to great lengths to win them over. Ranging from high school seniors to parents, the 18-34 year-olds are nearly impossible to define, and even harder to satisfy. Even though the tech-savvy generation has proven to be a moving target, it hasn’t stopped publishers from taking action. What can they do to engage this unattainable audience?

Topics: Audience Insights

5 Times A Newsroom Revealed Its Silly Side

Posted by Sydney M. Wolff on Sep 21, 2015 9:08:51 PM

Working in a newsroom can often be overwhelming. Journalists and editors spend their days observing our fast-paced world and responding at the drop of a hat, showing their precision in reporting even in the most strenuous circumstances. Everyone needs a break now and then, and these dedicated professionals are no exception. It may be hard to believe but journalists, and even all-business editors, know how to let loose and unleash their silliness better than most…

Topics: Editorial Resources

5 Organizations Every Media Executive Should Know

Posted by Sydney M. Wolff on Sep 9, 2015 5:51:19 PM

It’s not easy being an executive in the world of media and publishing. Audience preferences, platform requirements, standards for advertising, and endless other factors are constantly changing. Every executive could use a helping hand sometimes, and many organizations are being built to take on that role. They offer events, newsletters, resources and a community to inform media executives of ways to support and develop their publication. Here are 5 organizations that every executive in the media industry didn’t know they needed: 

Topics: Editorial Resources

Why Millennials Are Obsessed with Video Social Media Platforms

Posted by Sydney M. Wolff on Sep 3, 2015 9:30:00 AM

A new wave of social media has appeared in the form of digital video platforms, and millennials can’t get enough of this medium. While publishers, brands, and advertisers are scrambling to understand and adapt to the requirements of each platform, millennials are bounding ahead to explore this new trend and all it has to offer.

Topics: Publishing Platforms, Audience Insights

10 Scary Reasons Millennials Don’t Read the Newspaper

Posted by Sydney M. Wolff on Sep 1, 2015 4:48:00 PM


It’s no secret that the millennial generation isn’t reading the paper. This massive group of 18-34 year olds is notorious for their obsession with technology, and their news consumption habits are no exception. Despite a strong desire to stay connected with the world and current events, millennials are starting to favor or discard certain mediums. From 2001 to 2013, millennials who relied on the newspaper as their primary source of news plummeted from 36% to 22%. As the generation flocks to the Internet for information, newspapers are being thrown to the wayside.  So why is it that millennials aren’t pick up the paper anymore?

Topics: Audience Insights

Meet These 5 Innovative (and Intimidating) Editors

Posted by Sydney M. Wolff on Aug 27, 2015 7:03:00 PM

Whether you’re watching a local news station, reading an acclaimed magazine, or viewing a video posted on Facebook by your favorite publisher, a dedicated Editor-in-Chief is dictating the content. So who exactly are the powerhouses behind the publications that are shaping our culture and keeping us entertained? Here’s a list of the most innovative—and often intimidating—editors in our industry today: 

Topics: Editorial Resources

20 Things That Confuse Publishers About Millennials

Posted by Sydney M. Wolff on Aug 25, 2015 5:43:00 PM

Millennials are a constant obsession for publishers, brands, and advertisers. They conduct focus groups, sponsor research, and even recruit millennial employees specifically to gain insight into the population. Publishers are taking extreme measures to understand and relate to this massive audience of of 18-34 year olds, but are still struggling to capture their attention. So what is it about this generation that is so baffling?

Topics: Audience Insights