April 24, 2008
Making Money, the How-To Way
Some 25 years after “Jane Fonda’s Workout” topped the home-video charts in the United States, Americans’ fascination with instructional videos has shifted to the Internet, where a virtually unlimited amount of shelf space guarantees there is something for everyone. The New York Times reports.
"Learning how to turn a flashlight into a laser is not a top priority for most people. Yet Kip Kedersha’s step-by-step instructional video that teaches how to do just that has been seen online by more people (1.88 million) than live in Manhattan (about 1.6 million).
Mr. Kedersha’s online library of 94 videos includes tips on how to chill a Coke in two minutes, simulate a gunshot wound and start up a PC quickly.
Many of the clips have been played hundreds of thousands of times, turning Mr. Kedersha into the top earner on Metacafe, a video-sharing Web site that pays the makers of popular videos. In little more than a year, the site has written him checks totaling $102,000.
... Plenty of entrepreneurs and financiers are hoping that the wave Mr. Kedersha has begun to ride is a long way from cresting. In the last two years, investors have put tens of millions of dollars into start-up companies with names like WonderHowTo.com, VideoJug, Howcast, ExpertVillage and Graspr, which are all hoping to become the YouTube of how-to video clips.
These start-ups have attracted former television executives and veterans of Internet giants like Google, Yahoo and MySpace."
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