Gannett's local sales staff is getting a $40 to $50 CPM for preroll ads attached to online videos in several of its smaller market newspapers, Senior Vice President for Video Kate Walters tells Beet.TV. The biggest challenge is not selling the ads, but working with local small businesses to create them, she said. Other panelists in the same video interview say the most valuable video content is in narrow topic verticals that draw a dedicated audience. Blaise Zerega, CEO of pay-per-view video site, says people are most willing to pay for content that targets their "passion or profession."

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