Heidi N. Moore, writing for Columbia Journalism Review:
Publishers must acknowledge the pivot to video has failed, find out why, and set about to fix the reckless pivots so that publishers focus on good video. It should be original, clever, entertaining, and part of a balanced multimedia approach to digital journalism that includes well-written, well-reported stories, strong data and graphics, and good art.
There are four reasons the pivot to video has failed: faulty metrics for measuring the audience; trusting other platforms, like Facebook, to do the hard work of distribution; low-quality video production and weak technological support for video content; and, ultimately, a failure to effectively turn video views into either higher readership or ad dollars.
Nodding right along through this entire article.