NonSociety, the attempt by unduly well-known dating columnist Julia Allison to blog for dollars, will soon be down to just two. Mary Rambin, her vapid handbag-designer gal pal, is quitting the startup.
Allison, in a drunken moment at the South By Southwest Interactive conference in Austin, Texas, admitted to Rambin's impending departure from the lifestreaming venture, in which Allison, Rambin, and Silicon Valley heiress Meghan Asha Parikh posted constant blog entries, photos, and videos from their empty lives.
Rambin was the least prolific blogger of the three. And yet she contributed so much to NonSociety in contributing so little. True, her "speach" often lacked "coherance" (two actual recent typos). But there's nothing as entertaining as watching a rich girl who recently spent a month on a yacht opine about what it takes to make money. (Which, apparently, she needs.)
Here's my answer: I think the key to web video is creating all different formats that can exist together. Create a show with a relatively high production value with approachable characters or personas. Have these people or actors make their own unedited videos so the audience gets to know and love them. Concurrently, short, edited videos should be shot with experts and celebs to show a different perspective in an entertaining way. Approach major brands with sponsorship packages that supplement their current traditional campaign (so they don't get their panties in a bunch). Pitch brand awareness and your distribution channels (which should be any website that will have you). License the show to a major network to increase your eyeballs and the show's value and revenue.
She seems to be talking about TMIweekly, a Web-video show which recently got picked up by NBC's most obscure TV channel. Rambin, Allison said, is sticking with the show even as she's dropping NonSociety. Can you blame her? It's the only part of Allison's laughable startup which is showing even a glimmer of commercial promise. It almost makes you feel sorry for Rambin, when her best prospect for making money consists of unwatchable video on a channel no one watches.