Hearst plans to run 10- and 15-second "pre-roll," or TV-like, ads before each video.

Such ads are catching the eye of advertisers that want to find ways to reach the online audience.

Hearst wants to get in on the ground floor, says Michael Cai, an analyst for research firm Parks Associates.

"More content owners are taking a look at this and trying to figure out how to get a bigger piece of the pie," Cai said.

Video ad revenue in the U.S. will rise to $4 billion in 2010 from $1 billion last year, Parks says.

From the article "Hearst Mags To Put Video On Web Sites," by Pete Barlas

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