It's hard to fathom who might be interested in videos promoting The Walrus magazine. (WalrusTV.ca)

The Walrus, a general interest magazine about Canada known for its strong writing, has launched a partnership with a digital TV channel that will see its content promoted online and on the air. Publisher Shelley Ambrose has announced a deal with eqhd, a documentary specialty channel available via cable or satellite subscription. Short documentary pieces inspired by Walrus articles will appear as part of eqhd's programming and the magazine's website has added video to its mix.

The videos online at the moment are essentially promos for Walrus articles, akin to the kind of material that book publishers have been creating to build excitement about their new releases -- or perhaps the DVD bonus features that few watch.

For instance, the cover story from the magazine's December 2011 issue was a first-person account by Robert Fowler, the Canadian diplomat kidnapped in Somalia and held for 130 days by al-Qaeda. The accompanying video features Fowler reading from his book A Season in Hell, the footage unblemished by images other than alternating camera shots of his face. Elsewhere, a video for the intriguing essay The Meaning of Hockey largely shows writer Stephen Marche talking about the history of the game over a varied rotation of sepia-toned archival images, footage of hockey-related memorabilia and a zamboni going around on a rink.

It's far from exciting documentary production and it's certainly not viral video. Other than promotion for its articles -- all a month or longer after their publication -- WalrusTV.ca seems to provide a few arid debates and statements by famous figures. Most interestingly, the video catalog includes a more extensive look at Joanne Tod's art project involving Canadian servicemen and women.

Still, it's hard to imagine who might watch. The initiative's greatest potential might be to provide a more prominent platform for The Walrus Laughs, a humour project seeking animated video.

I wish The Walrus well in drawing readers to its old-fashioned magazine format and fervently hope it survives to its 10th anniversary. Its peculiar structure -- it's owned by a non-profit foundation -- has helped the title weather some storms. But these are hard times for print in all forms, as advertisers flee the publications that challenge us to think for media that merely entertain us.

-- Susan Noakes