The next wave of publishing to the Web continues to grow.  The Globe and Mail's feed from AP provides an article outlining the spectacular growth of the video clip publishing web site YouTube.

The report is from an invitation-only Sun Valley conference and points out that YouTube has emerged into the limelight.

There is a big wave of video coming on-line and these [media] guys want to work with us to stay relevant in this changing marketplace," Hurley said during an interview. "This trend in the Internet isn't changing, so we are working with them to find solutions on how they can embrace what we are doing and really leverage that to help their business.

It's another signal about the continuing blurring of the lines between mainstream media and the "new media" environment represented by blogging, podcasting, vlogging, music sharing and so on.  For example, one of the key ways YouTube videos get into circulation is by being published to a blog and and distributed throughout link-driven social networks.

That's a key reason why we have made it a breeze to publish YouTube (and Kaneva, etc.) clips to your blogs by copying and pasting the embed code into the blog post.  We know some of the blog platforms enable this pretty easily too ... but our next version will make it even easier, through the use of a Publish Multimedia icon and a simple dialog box.

The following excerpt from the article sets out more clearly how big traditional media are looking at these services and the spaces represented by social networks more and more closely.  YouTube and CBS ?

Hurley proved he is quickly making powerful new friends Thursday when he hooked up with CBS Corp. CEO Leslie Moonves for a 45-minute sit-down held in a small room outside the closed-door meetings where all the other conference participants had gathered.

During a wide-ranging conversation that could be heard by several reporters working in the room, Moonves seemed to become increasingly intrigued as he learned more about YouTube's rapid evolution.

Moonves marveled when Hurley informed him that YouTube's steadily expanding audience is now watching about 100-million videos per day. He asked how YouTube might be able to direct more traffic to websites owned by CBS. The meeting ended with Moonves concluding that CBS should start posting daily snippets of its programming on YouTube.

If CBS forges a formal agreement with YouTube, it would mark the website's second endorsement from a major television network in less than three weeks. In late June, NBC announced it would share some of its programming on YouTube as well as buy some advertising on the website.

"That was a big, key moment in our history," Hurley said of NBC's stamp of approval.

Now Hurley may face his biggest challenge — proving that YouTube can attract enough advertising to become profitable. The 52-employee company has so far been subsisting on $11.5-million (U.S.) in venture capital.

And, using Qumana you can take a clip from YouTube and post it to your blog, add an advertisement (Q-Ads), and publish it.  see, that wasn't so hard .. you're a media publisher.  Do you think the lines are blurring ?

Adding an advertisement ?  Hmm .. we of course let you insert ads into a blog post.  I wonder if YouTube is going to be following the same path as Google Video, and creating ways to have advertising work its way into Google video clips ?

Google Testing Ad Supported Premium Video

Google is running a test offering about 2,000 premium videos available for free streaming viewing, inserting a persistent banner-type ad at the top of the screen and showing an additional post-roll video ad once the premium content has finished streaming.

The test is expected to last about a week, according to Peter Chane, group business product manager, Google Video.

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