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By now you re undoubtedly inspired and ready to earn some real money from your videos To do that, you re going to have to make sure they re effective, not just in terms of the number of views they receive but also in terms of who is watching them For example, are they reaching your demographic In 5 we mentioned YouTube Insight and the company s new Hot Spots program These tools will help you gain the market insights you need to ne-tune your campaigns But let s examine analytics a bit more now so that you see what s at stake We spoke with one of the true experts in this new eld of online video marketing, Heidi Cohen, president of Riverside Marketing Strategies, and an adjunct professor of interactive marketing at New York University When we asked her about metrics for success that video producers should measure, she stressed the need for producers to rst consider what their goals are Be sure heading into the campaign that you know what you re hoping to get out of it, she advised Among the factors to consider are new prospects, revenues, cost reductions, branding, and media attention Here are some of the metrics that Heidi Cohen suggests that video producers track: Views Of course these are important; it s just a question of exactly how relevant they are to you You can t sell someone something if they don t know about it, Heidi explained People don t always buy the best product; rather

Blur (Production/Creative) These filters blur pixels Brush Strokes (Creative) These filters give the images

Along with transition type, you can change the transition time The number entered in the Transition Time box determines the length of time between transitions That is, this number defines how long each individual image is displayed To change the picture transition time, follow these steps: 1 On the Media Center main screen, under Tasks, click Settings The Settings window opens 2 Click Pictures This reveals the options for displaying pictures and slideshow settings 3 Choose the transition time Use the plus sign (+) and minus sign ( ) buttons to increase or decrease the transition time 4 Click Save This saves your changes and returns you to the Settings window

Render (Creative) These filters introduce new objects Sharpen (Production) These filters sharpen the edges

The final slideshow setting you can modify is the background color There are three background colors to choose from:

Texture (Creative) These filters add various real Video (Production) These filters are used for video Other (Production/Creative) These

To change the background color, follow these steps: 1 On the Media Center main screen, under Tasks, click Settings The Settings window opens 2 Click Pictures This reveals the options for displaying pictures and slideshow settings 3 Choose the background color Use the plus sign (+) and minus sign ( ) buttons to choose White, 50% Gray, or Black

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Many of the filters in Photoshop will not work in CMYK mode, so it s advisable that you work in RGB mode if you need to do extensive filter work

Slideshows provide a way to create motion on still images However, when you work with videos, you obviously have a few additional options Videos are actual moving images, and the controls are similar to those used when operating a CD or DVD player However, beyond working the controls to play a video, it s helpful to know how to locate videos and sort them for easy access

Because Photoshop comes with so many filters, we won t be able to walk through the use of each one We ll cover a few of the important ones in this section, however As for the others, you ll find that once you begin to use the filters, a little experimentation will go a long way Spend some time playing around with the filters, and you ll find out what each one does Try combining two or more filters to achieve interesting results For a good resource on filters and special effects, check out the videos by your author, Colin Smith (http://wwwphotoshopCD com) You ll also find a number of free tutorials at http:// wwwphotoshopcafecom In this section, we walk through a few easy-to-produce special effects using some of the filters that ship with Photoshop

CHAPTER 15: