As a former TV correspondent for MSNBC and CNN, I conducted hundreds of on-camera interviews with business executives, but my first interview for online video came seven years ago in the fall of 2007, when I spoke with Rob Kalin, the then 27-year-old founder of little-known craft marketplace Etsy Inc., about his venture capital backers, including Fred Wilson of Union Square Ventures.

At the time, using online video in financial reporting was considered revolutionary. Much has changed since then. Today, Etsy moves $1.35 billion worth of merchandise annually, and video has become a welcome way to illuminate the middle market.

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