US mags love online video, but not Web 2.0

The top US 50 magazines have doubled their use of video on their websites in '07, but have been generally slow to adopt those Web 2.0 features.

Video usage jumped from 34 percent in 2006 to 60 percent in 2007, according to a new study from the Bivings report. Mobile technology jumped from 14 percent last year to 34 percent this year.

Other features aren't catching on as quickly. For example, the use of reporter blogs rose to 58 percent, from 40 percent last year, and requiring readers to register rose just four percent to 42 percent this year.

Bivings says magazines are trailing behind newspapers' adoption of Web 2.0. A shame when a recent study found that magazines are capturing a whole new audience online.

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