An example of a newspaper spreading its video

The Wall Street Journal makes the code to its video freely available. The video above is the newspaper's most popular right now; it accompanies a story about double-dutch jump-rope competitions. Watch it, and notice a couple things:

• Frequent references to the Wall Street Journal.
• The sponsor's commercial, which kicks revenue back to the newspaper even when the video is played on this blog.
• Links encouraging people to embed the video or e-mail it to friends.

Now, contrast that with the presidential interview videos on the Des Moines Register's site, which I wrote about here. The WSJ video platform offers more potential to go viral.