As part of the social web movement, marketers are increasingly becoming publishers. There are few who are pouring as much into multimedia (i.e. video) web publishing as Wisconsin USA-based Drs. Fosters Smith. 

This seasoned, catalog-based direct marketer is investing in their own staff, production facilities and syndicating widely, on the Web with, and on national cable television. 

I sat down with their online chief, Gordon MaGee to understand how the company cost-justifies and measures its continued investment in online video.

Jeff Molander is a social media speaker and analyst. As CEO of Molander & Associates Inc. he helps people build profitable businesses by challenging current marketing practices and connecting marketing tactics directly to strategic goals. Jeff can be reached at