The Birmingham Post is making further in-roads into the digital revolution that is shaking up regional press with the addition of filmed interviews on its website.
The Saturday business profiles, which feature in-depth interviews with prominent figures from the commercial world, will be the first to shown in the new format.
The project, which is in conjunction with online television organisation Biztv, began last weekend with an interview with Dominic Stokes, founder of Birmingham-based property firm Stoford. It is hoped the videos, which will appear on www.birminghampost.net on the Monday after the profile is published, will provide an additional feature for users of the website.
Marc Reeves, Editor of The Birmingham Post, said the move was driving forward multimedia coverage in the region.
He said: "The Post's website already attracts thousands of hits every day, thanks to our unique coverage of the business and political world in the Midlands.
"This new venture is part of our move to complement the written word with different formats from audio podcasts to video clips. The business profiles have a long-standing reputation in the business community and this is a great way to bring them even more to life.
"A lot of newspapers are wary of the digital challenge, but I believe The Post is very well placed to benefit, given the profile of our readers and the strength of our brand.
"As we develop even more channels, I hope our contacts in the Midlands communication industry will also recognise the change and take advantage of new ways to interact with our readers. By this I mean that if there is audio or video content available from third parties – such as CGI walk-throughs of new buildings – we want to use them."
An international survey by polling firm Globescan, produced earlier this year, revealed that younger generations were increasingly reliant on the internet for news.
One in five of those aged between 18 and 24 cited online sources as their first choice for news. This contrasts with just three per cent of those aged between 55 and 64.
It reflects a growing trend of consumers turning to the internet to provide news when they want and in the format they want.
The business profile project is one of a number of digital initiatives The Birmingham Post is undertaking.
In March, the newspaper launched the e-paper – a downloadable edition of the The Birmingham Post online.
Joe McConnell, project manager for Biztv which is based at Aston University, said he was delighted to be working on the project.
He said: "It is great to be working with a regional media partner during a time of change in how print media puts forward its message.
"It is an experiment, we are learning from it and what we produce is getting better and better and we hope more businesses will be willing to engage with the process.
"I hope The Birmingham Post can learn from us and us from them and we look forward to doing more projects together."