The Gilbane Conference (PTS-5) San Francisco, April 11, 2007 Randall Marcinko, CEO MEI

Cross-Media Strategy II: Skills & Organizational Challenges Today’s Talk Cross-Media Strategy II: Skills & Organizational Challenges

Special report: Iran Nuclear Crisis CROSS MEDIA     TEHRAN, April 10 (Xinhua) -- Two inspectors from the International Atomic Energy Agency (IAEA) arrived in Iran on Tuesday to inspect the Natanz uranium enrichment site, the official IRNA news agency reported. Special report: Iran Nuclear Crisis     The two IAEA inspectors are scheduled to stay in Iran for one week, IRNA quoted a diplomat as saying on condition of anonymity, who added that their visit "is quite normal." TEXT PICTURES VIDEO SOUND

Traditionally CREATE—author, edit and format the content for print PUBLISH/DISTRIBUTE—allow the public access to the print content CONVERT—prepare and electronic equivalent NORMALIZE—technology framework for systematic reuse PUBLISH/DISTRIBUTE—allow the public access to the e-content SEARCH—allow users to find the published content RETRIEVE—use technology get content that matches one or multiple search queries

Print followed by digital creation & distribution CREATE DISTRIBUTE CONVERT NORMALIZE DISTRIBUTE

But in today’s world of Cross-Media Simultaneous Creation

In Today’s World CREATE—individual content elements NORMALIZE—a technology framework for systematic reuse; each content element is normalized for best retrieval ASSEMBLE—group the content elements in various assemblies; often multiple overlapping assemblies are created; an assembly can be a single content element PUBLISH/DISTRIBUTE—allow the public access to each content assembly, large or small, electronically and where appropriate, in print SEARCH—allow users to find each content assembly RETRIEVE—use technology retrieve content assembly(ies) that matches one or multiple search queries

Elemental content creation CREATE NORMALIZE DISTRIBUTE

But in today’s world of Cross-Media Simultaneous Creation

HOW do we help Publishers to Monetize their Digital Assets in a Changing World?

Organizational Challenge = Monetization INDEXING—proper addition of metatags to enable users to find each content assembly on demand SEARCH ENGINE OPTIMIZATION (SEO)—techniques used to get better position on search engines INTERFACES—design and use of interfaces to better enable endusers to retrieve content that is of use to them TRADITIONAL SALES/DISTRIBUTION—sales of print and e-subscriptions LICENSING—distribution of all or a slice of content in various formats

Cross-Media Simultaneous Creation of Intellectual Property multiplies publishers’ licensing opportunites!

Granular Digital Assets Granular digital assets can immediately be licensed without post-processing pictures can be licensed without their print counterpart (assuming proper metadata has been affixed) (eg. Newscom, AFP, TMS.) video files can be virally distributed (eg. Voxant.) pictures can be matched with content for which they were not generated but which they illustrate—contextual matching. stories can be individually syndicated.

Simultaneous publication in multiple formats Timely Delivery Simultaneous publication in multiple formats newspapers can deliver a licensing feed at the same time (or earlier in some instances) than the feed to the printer. This can lead to a multiple of licensing revenues. e-subscriptions, print subscriptions and by-the-drink syndication can occur simultaneously and while the news is of the highest value. photos and print can be simultaneously syndicated.

Good metadata facilitates contextual links More Like This…. Good metadata facilitates contextual links any article can generate a block of contextually related stories, pictures, videos or other assemblies of content. “more-like-this” links generate significant clicks and associated advertising revenues. good metadata leads to increased revenues from targeted purchasing of adwords. well-used contextual links add to site stickiness and increases in associated revenue.

New products can be created in near real time New Product Creation New products can be created in near real time content can be grouped in different ways and sold to different vendors for maximum price (on-demand groups of articles on a company or person.) content slices can be licensed to vendors who have an interest in a subset of publisher content (all articles on the automotive industry, articles on an actor or company.) photojournalistic groups of photos can be licensed for documentary purposes. slices of content on a particular topic, of a particular reading level, can be licensed to educational publishers.

Content can be used in ways never-before imagined New Uses for Content Content can be used in ways never-before imagined content can be licensed for its inherent value in data mining and for its use in creation of a training set for automated indexing. where one publisher may not have all photo re-use rights, photos from another publisher can be licensed with similar metadata to illustrate and to be distributed along with the article. automated translation software is starting to allow content to be found by searchers of disparate languages (especially true in patents and intellectual property searching.)

Content can be grouped in new ways Content can be grouped in ways not imagined by the author clustering technology allows content from one or multiple publishers to be grouped by user-designed themes. visualization software gives much more control to the user over the manner in which content of all types is presented (eg. the Brain, Vivissimo.) automated indexing tools allow endusers to select articles based on their sentiment and licensing can be based on both sentiment analysis and user demand.

The Organizational Challenge is to use these new tools for DIGITAL ASSET MONETIZATION!