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Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
Repackaging media content for new products
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Repackaging media content for new products

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How newspapers need to get their content structure in order to be able to produce first class products for new digital platforms.

How newspapers need to get their content structure in order to be able to produce first class products for new digital platforms.

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  • From one product to manyFrom one platform to manyFrom separate workflows to integrated workflowsFrom the newspaper page to the article as the content core
  • This is a major challengeThese days we are talking of iPad. But we also need to be on smart phones, probably on e-ink devices, probably on web content adjustet for TV screens, etc. Should we put up desks for all these products?Separate journalists?
  • Transcript

    • 1. Repackaging content for new products<br />John Einar Sandvand jes@aftenposten.noTwitter: @johnei<br />
    • 2. A wonderfulnew world of storytelling<br />
    • 3. What we will talk about<br />5 changes in thecontent market <br />5 ways to make userspay<br />5 prerequisites for multi-platformproduction<br />
    • 4. Newspapersare in themiddleofa major transformationalprocess<br />From:<br />To:<br />Being in thenewspaper business<br />Being in thecontent business<br />
    • 5. It used to be so simple …<br /><ul><li>Onlyoneproduct to worryabout
    • 6. Mostlymonopoly markets
    • 7. Readershadnowhereelse to go for the same content
    • 8. Wemade lots ofmoney!</li></li></ul><li>And now it is so complicated …<br />Copiers<br />iPad<br />Social media<br />Net TV<br />Tablets<br />Unknown<br />digital<br />channels<br />Print and web<br />Unknown <br />print <br />channels<br />Net books<br />API/Widgets<br />E-readers<br />Mobile<br />
    • 9. Said in a differentway<br />From:<br />To:<br />Content = presentation<br />Contentseparated from presentation<br />
    • 10. What to do?<br />
    • 11. 5 changes in thecontent market <br />
    • 12. The media landscape is fragmented<br />Content has become abundant<br />
    • 13. The media landscape is fragmented<br />Everybodyproducescontent<br />
    • 14. The media landscape is fragmented<br />New platformsareemerging<br />
    • 15. The media landscape is fragmented<br />Content is beingdisaggregated<br />
    • 16. The media landscape is fragmented<br />Content is beingrepackaged<br />
    • 17. Whatdoesthismean for us?<br />Just copyingour old printmodelwill not work!<br />Weneed to createnewvalue for ourusers!<br />
    • 18. 5 ways to make userspay<br />
    • 19. Making theuserspay – buthow?<br />
    • 20. Userswillonlypay for UniqueValue<br />Creating Unique Value<br />?<br />?<br />?<br />?<br />?<br />
    • 21. UniqueContent<br /><ul><li>Contentyoudon’tthinkyoucanfindanywhereelse
    • 22. Local, niche, experts, etc</li></li></ul><li>UniqueConvenience<br /><ul><li> Access in specificsituations or areas
    • 23. Extremelyeasy to use
    • 24. Flexibility</li></li></ul><li>UniqueUsefullness<br /><ul><li>Content and services youcanuse to reach personal goals
    • 25. Howto’s, guides, weightclub, apps, tools, tests ofproducts, etc</li></li></ul><li>UniquePackaging<br /><ul><li> Premium presentation and design
    • 26. Selectionofcontent, for instancepersonalization or for niches</li></li></ul><li>UniqueExperience<br /><ul><li>Gives an emotionalattachment, entertainment, socialconnections, etc.
    • 27. Brand value, community, entertainment, uniqueuserexperience …</li></li></ul><li>Creating Unique Value<br />Unique<br />Convenience<br />Unique<br />Content<br />Unique<br />Usefullness<br />Unique<br />Packaging<br />Unique<br />Experience<br />
    • 28. Buthow to produce all thesegreatproducts?<br />Copiers<br />iPad<br />Social media<br />Net TV<br />Tablets<br />Unknown<br />digital<br />channels<br />Print and web<br />Unknown <br />print <br />channels<br />Net books<br />API/Widgets<br />E-readers<br />Mobile<br />
    • 29. 26<br />Howwe have done it so far:Westartedwiththepaper<br />
    • 30. Thenadded a web site<br />27<br />
    • 31. And the mobile<br />28<br />28<br />
    • 32. … and even more products<br />With eachnewchannelwe have put up a newworkflow<br />29<br />29<br />
    • 33. Butcanwecontinue to do like this for eachnewplatform?<br />
    • 34. There is onlymoney for so many journalists …<br />
    • 35. And therearesomeother problems also<br /><ul><li>Lackofcontentstructureacross plattforms
    • 36. Takeslong time to developnewproducts
    • 37. ”The tyrannyofquickfixes” makes it evenworse
    • 38. Lackofcontentenrichmentneeded for otherplatforms – print overrides everything</li></li></ul><li>5 prerequisites to producecontent for multiple platforms<br />
    • 39. 1. Putthecontent at thecenter<br />Content business, not newspaper business<br />
    • 40. 2. Createthe right and smart metadata<br />Nameof person<br />Topic<br />Date<br />Geocoordinates<br />Summary<br />Company name<br />Coordinatesonnewspaperpage<br />Contentwithoutmetadata has novalue<br />Type ofarticle<br />Nameofauthor<br />Version<br />Content elements<br />Priority<br />Image info<br />Relatedcontent<br />Copyright<br />List title<br />Links<br />Multimedia<br />End ofshortversion<br />
    • 41. Richmetadata offers endlessopportunities in productdevelopment<br />Contentenrichment<br />Authorpages<br />Specializedapps<br />Nicheproducts<br />Location-based services<br />
    • 42. Wherearethe media onGoogleMaps?<br />
    • 43. 3. Make sure youcanexportthecontent<br />Wellstructured XML is essential<br /><ul><li> Must include all content
    • 44. Neatlyorganizedwith all relevant metadata
    • 45. Onlythenewspaper PDF is not sufficient</li></li></ul><li>4. Developcross-platformcontentconcepts<br />Never developyourideasonlywithoneplatform in mind<br />
    • 46. 5. Trainthe staff<br />Journalists ofthefuture MUST have digital competence<br />
    • 47. Butwhataboutcreativity and editing?<br /><ul><li>There is nocontradictionbetweenstructuringyourcontent and high-level design and presentation
    • 48. Rather: Wellthoughtoutcontentstructureswithrichmetadata offers many more opportunities for premium design qualities
    • 49. But more ofthe design processwilltakeplace in theearly stages oftheworkflow, includingwhenthetemplate is beingdesigned</li></ul>Withoutgoodcontentstructure it is very hard to make first class multimedia products<br />
    • 50. To sum up …<br />
    • 51. To sum up …<br />The content market has changed – copyingprintmodelwill not work<br />
    • 52. To sum up …<br />The content market has changed – copyingprintmodelwill not work<br />We must createuniquevalue for ourreaders<br />
    • 53. To sum up …<br />The content market has changed – copyingprintmodelwill not work<br />We must createuniquevalue for ourreaders<br />Contentstructure and metadataimportantprerequisites for success<br />
    • 54. Thankyou for yourattention!<br />John Einar Sandvand<br />E-mail: jes@aftenposten.no<br />Twitter: @johnei<br />Blog: BetaTales.com<br />

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