McClatchy had been struggling with 29 different newsrooms trying to figure out their own path forward with video. The centralization efforts that began two years ago could have felt like a corporate overreach, but instead, developed into a diverse line of business that reached profitability in roughly 18 months and continues to grow exponentially. We'll walk through how we tackled the issues and what we learned along the way.

1. +
Intrapreneuring your
way to video profit
Andrew Pergam
VP, Video and New Ventures
McClatchy

2. +
Intrapreneuring your
way to video profit
,

3. Libba +
Gifford
Pinchot III Photos: pinchot.com

4. intrapreneurs
Dreamers who do. Those who take
hands-on responsibility for creating
innovation of any kind, within a
business.
Credit: Pinchot.com

5. commandments
• Come to work each day willing to be
fired.
• Find people to help you.
• Follow your intuition about the
people you choose, and work only
with the best.
• Work underground as long as you
can – publicity triggers the corporate
immune system.
• Honor your sponsors.
Credit: Pinchot.com

6. it’s a real thing
“Intrapreneurs can transform an
organization more quickly and effectively
than others because they are self‐motivated
freethinkers, masters at navigating around
bureaucratic and political inertia.”
Contributors Vijay Govindarajan and Jatin Desai
“Among 5,000 employees, we’ve found,
there are at least 250 natural innovators; of
these at least 25 are great intrapreneurs
who can build the next business for your
firm.”

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challenge:
How do we move beyond a strategy of
“yes, do video” to building a robust video
operation that drives new revenue…
…while the industry is hurting
...aware of state vs. federal tension
...without losing too much money?

10. Listen.
Getting on the ground to understand the landscape.
Asking for help from every direction  buy-in.

11. Centralize.
Value efficiencies in infrastructure.
Set goals and measure collectively.
Work as partners throughout.

12. Network.
Identify implementers and set clear expectations.
Enable leaders to lead, with the right flexibility.
Quick Takes Aggregated
Video
Mini-Docs

14. Quantify.
One primary metric. For us, O&O video starts.
Diversify your revenue stream.
Video pre-roll
(28%)
Other units (47%)
Distribution (14%)
Ad Studio (9%)

15. Go.
Be ready to change the course, pacing and goals.
Build out the ecosystem necessary down the road.
It should feel uncomfortably fast.

17. titletown

18. Big red

19. Big red

20. Listen.
Centralize.
Network.
Quantify.
Go.

21. more:
mcclatchyvideo.com

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Intrapreneuring your
way to video profit
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