Traditional media companies are turning to online videos in order to attract a new generation of fans and followers.

Media companies from Forbes to Fast Company have their own ‘video’ sections on their websites—as well as their usual article offerings.

That’s right, even the New Yorker has a few videos proudly displayed.

What can their transformation teach the business world and leaders?

What Can We Learn From This Media Revolution?

It’s wise for traditional media companies to realize that they aren’t exactly in the business of selling books or articles, but rather distributing needed/desired information. So, it’s no surprise that some established media companies, knowing their audience is increasingly online and equipped with smart-phones, are trying to produce interesting online video.

Traditional media’s desire to publish online content is similar to companies pushing for an increased social media presence in order to target and talk to a larger audience. However, as we have seen, efforts to use social media have sometimes failed…and badly.

So what does a business do? Risk reinvention in order to target a new generation of fans, but potentially lose focus…and customers? Or, stick to its core business, perfect it, and abandon all efforts to remain cutting edge?

The problem is highlighted best in the media industry. Let’s look at two examples of media firms that have either chosen to embrace the internet or merely accept it.

Successful Online Reinvention:

HarperCollins: You can’t leave your house in the morning without hearing about the ‘death of print’. However, HarperCollins refuses to lay down and collect dust. They have decided to kick their online presence into overdrive and host a series of highly produced videos that revolve around their newest offerings….