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In mid-2012, the online content/distribution firm Touchstorm was pushing further into original Web video, particularly for its lifestyle site Howdini. Like many in the industry, Howdini was attracting solid CPMs but struggled to get enough views.
That is, of course, a common challenge for any site not called YouTube. Large media companies including Time Inc., Condé Nast and Dow Jones all strive to become players in online video, and all need traffic since none of their sites are major video destinations—at least not yet.