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

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

3. 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

4. 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

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

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

7. 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

8. Elemental content creation
CREATE
NORMALIZE
DISTRIBUTE

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

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

11. 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

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

13. 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.

14. 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.

15. 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.

16. 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.

17. 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.)

18. 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.

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