If you are apt to dismiss Vimeo as yet another hipster niche thing, like asymmetrical haircuts, Adam Driver from Girls, or cocktails involving Pimm’s, you are half right. And sure, Vimeo may at some point switch from the liberal arts YouTube to something more corporate and profitable. It has a new CEO, Kerry Trainor, formerly of AOL, who before that did advertising at Yahoo. Under his direction, Vimeo could at some point get into Web ads, although a Vimeo communications rep told me the other day that “we will not have ads in the player at this time and it is not something we intend to do in the future.”

Successful YouTubers are doing well for sure. But they are probably showing you how to put on eye shadow. Documentarians screening their rough cuts gather elsewhere.


Alissa Quart is a CJR columnist and contributing editor. She is the author of two books, Branded and Hothouse Kids. Her third, about American outsiders, comes out in 2013. She is also senior editor of The Atavist and an adjunct professor at Columbia Journalism School.