For newspapers and other print-based journalism to be financially solvent and thrive as trusted leaders in news for their communities, they must adopt a "lean forward" contextual strategy around online video. This strategy involves understanding how audiences interact with and engage around video content on different devices and contexts, and providing tools to enable deeper engagement and monetization through community building, conversations, and relevant content discovery. A contextual video strategy grounded in audience understanding and interactivity can help traditional media shift to a new sustainable business model.