1. Case Study Discussion Smart Content: Where is it Leading Us? For ASIDIC Spring 2010 by John Blossom Shore Communications Inc. 23 March 2010Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 0

2. 28 January 2009Copyright © 1999-2009 Shore Communications Inc. ALL RIGHTS RESERVED 1

3. Semantics – The Key to Smart Content  Better organization for search-based content  Improved recall – all of the right content  Improved precision – more of the content that matters  Better products through better search  Not just a search engine – search driven services “On the fly” portals and products Rapidly tailored content sets combining different types Ability to target the most valuable content to the most valuable customers 23 March 2010Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 2

4. The Database is Now  What people need aggregated changes rapidly (recall)  What people think is relevant changes rapidly (precision)  Authoritative contexts trump authoritative collections  Better search on the same collection is a partial solution  Search that doesn’t use audience input is no solution  What’s scarce is the ability to do well in the moment 23 March 2010Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 3

5. Smart Content: Search as a Real-Time Editorial Tool 23 March 2010Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 4

6. Smart Content: Search as a Real-Time Editorial Tool 23 March 2010Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 5

7. The New Aggregation: Being Where Your Clients Are  The “factory” is anywhere the customer wants it to be  Channels are dynamic and, often, user-controlled  Others’ technologies are often more powerful  Control is less important than use and usability  Building value requires collaboration with audiences  Solution: Focus on aggregation attributes that align with your content’s most profitable strengths 22 March 2010Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 6

8. The New Aggregation: Focusing on your Strengths From doing it all… To being part of it all… 22 March 2010Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 7 Focus on the components that are your strengths

9. The New Aggregation: A Wall Street Story  Markets are conversations  Conversational dealing  Real-time messaging  Morning calls  Agnostic real-time aggregation accelerated $$  Blended market data, research, in-house, Web and market communications and relationships for decision support  “I trust, therefore I execute” – peer insights are key 3 March 2010Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 8

10. Highlighting Premium Content in Online Contexts 23 March 2010Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 9

11. The “Press+” Model – Single Integrated Shopping Cart  One account, many sources, many purchasing models  Purchasing integrated into publisher’s platform  No third-party aggregation (unlike Qpass model)  Subscription, pay-per-view, prepaid account, micropayments  Accommodate any number of purchasing triggers  All subscription, all free until “x” views, some free, automatic “meter” micropayments, etc.  Gather user metadata, which can aid services, mktg 23 March 2010Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 10

12. Rise of the “App Store” and eBook Stores  Vendor-specific, often platform-specific  Amazon  Apple  Barnes & Noble  Google  Salesforce.com  Reusable Smart Content enables more rapid and more focused adaptation of content  Video portals as ebook/app style repositories 23 March 2010Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 11

13. Making Smart Content Findable Anywhere 23 March 2010Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 12

14. Questions for Discussion  What are the best/most interesting business models that Smart Content generates for publishers?  How does Smart Content call us towards challenging models? Are you a “gateway”, a “hub” or a “node”?  What types of new content and services does Smart Content lead us towards? (Web, apps, video)?  How do Smart Content technologies change how you think about the future of your organization? 23 March 2010Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 13

15. 23 March 2010Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 14 ABOUT SHORE  Content Marketing Strategists  Enhance your strategies for publishing and content technology products and services in enterprise and media markets  We provide:  Market research, intelligence and analysis  Marketing strategy review and advice  Go-to-market content and services  Recognized:  2004, 2005 EContent Magazine “100 Companies that Matter Most”  2007 CODiE – Best Media Blog Web: shore.com

16. 23 March 2010 Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 15 FOR FOLLOW-UP…  PHONE  203.293.8511  EMAIL  jblossom@shore.com  WEB  shore.com  contentblogger.com  contentnation.com  TWITTER  @jblossom  POST  John Blossom President Shore Communications Inc. 4 Merritt Lane Westport, CT 06880