Ross Fattori Subscribe to Ross's articles (Visit Ross's Website) Ross Fattori has more than 22 years' sales and marketing experience in newspapers and in the publishing industry. Throughout his career, he has served clients in the automotive, retail, real estate and manufacturing sectors by composing winning copy and designing dynamic ad layouts, brochures, direct-mail pieces and newsletters. Mr. Fattori is also journalist who has written extensively for newspapers, magazines and specialized publications across Canada. His writing credits include The Toronto Star, the Toronto Sun, Marketing Magazine, and dozens of periodicals and newspapers. Mr. Fattori writes a blog about marketing, new media and business trends at www.rossfattori.com Ross Fattori is a Platinum author on EvanCarmichael.com

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Last week, the Vatican launched its own YouTube channel, a shrewd marketing move aimed at broadening the appeal of the Catholic Church to a younger generation of followers.

The Pope must realize that in order to reach this younger generation, he needs to be where the eyeballs are, and many of those eyeballs (100 million YouTube users in October 2008, according to comScore) are watching videos online.

The Vatican channel allows users to view and discuss the latest papal videos featuring Pope Benedict XVI. The videos clips are available in English, Italian, Spanish and Dutch. The channel also has links to Vatican Radio, Vatican TV and the Vatican web site.

The Vatican joins a long list of companies, institutions, comedians, artists, musicians and individuals who have chosen to create their own video channels. YouTube is by far the most popular video-hosting site in the world, but there are others, such as Yahoo Video, Blip.tv, revver.com, metacafe.

The benefits of producing a customized video channel are obvious. You get to create and manage your own content. You can link the channel to your main web site and to other related sites. You can even solicit feedback (and content) from users.

If you’re looking for a highly visual method to connect to your core audience, or to broaden the reach of your brand, then creating an Internet video channel would be a good place to start.

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