Under the agreement, Scripps whose properties include HGTV and the Food Network, will syndicate its video on 5min. Scripps will also sell advertising on 5min home and food categories. Additionally, 5min will provide videos from its library to Scripps online properties.

Ran Harnevo
CEO of 5min.

The 5min library has more than 100,000 how-to lifestyle videos. By working with 5min, Scripps aims to extend the audience for its online content through contextual distribution across the 5min network of home and food sites. Scripps says the partnership will allow it to increase it s exposure well providing a new source of views and revenue.

"It is increasingly difficult for advertisers to reach large and relevant online audiences in a meaningful way because they are spread across the Web," said Ran Harnevo, CEO of 5min.

"For major media companies like Scripps, 5min’s value is real and immediate because we can extend their reach instantly while providing their advertisers with new avenues for delivering contextually relevant ads to large audiences of engaged online prospects, wherever they are."

Scripps says its partnership with 5min will allow advertisers to reach engaged and targeted audiences. 5min syndicates its short instructional videos to hundreds of sites reaching over 250 million unique monthly visitors.

The website, like its print predecessor, will focus on news and issues affecting Northern Kentucky, just across the Ohio River from Cincinnati, and will be hosted by Scripps-owned WCPO-TV.

“After considerable analysis, we determined that the next chapter in the long and successful story of The Post should be found on the Web,” said Rich Boehne, executive vice president and chief operating officer for Scripps.

“The launch of KYPost.com demonstrates our commitment at Scripps to deliver news and information that’s particularly relevant to Northern Kentucky.”

Life in the 859 (the Northern and Central Kentucky area code) is the focus, produced by reporters, bloggers, and users, and also produced video content from Scripps Media Center in Washington, DC.

Moves like this are expected to be the trend by the technorati as audiences continually move online. Those audiences are also younger, signaling that they will replace their older print-preferring counterparts. The cost of print publication is also substantial compared to online publishing.
 

KYPost.com will continue the Post’s coverage online along with Scripps owned WCPO-TV, a Cincinnati TV station. "After considerable analysis, we determined that the next chapter in the long and successful story of The Post should be found on the Web," said Rich Boehne, executive vice president and chief operating officer for Scripps.

The ad-supported site will feature breaking news, traffic information, sports news, and weather information in the Northern Kentucky area along with user-generated content.

Kerry Duke will be managing editor for the KYPost.com and formerly was the projects editor for the papers print edition. "At this stage, KYPost.com is very much a work in progress, so we’ll be looking to the people using the site to help us determine what’s most
relevant to them," Duke said.