Dallas Morning News video almost promotes series

The Dallas Morning News created a video to promote it’s “Unequal Justice” series.

In four days, it’s been viewed 81 times; I couldn’t find a link on the DMN site, which should have helped the count. This would have been a great promotion, but the video, heavy on ellipses, fails to give the Web address of the series, or even tell viewers where they can find the story in print. It doesn’t even say “Dallas Morning News” anywhere.

Newspapers have to learn how to work with new media. It’s not enough to create a great video — you have to remember to make it viral (this one is), to promote it and to provide permanent links so viewers can find the content. In essence, they have to learn the basics of good marketing.