Repackaging media content for new products

Repackaging content for new products
John Einar Sandvand jes@aftenposten.noTwitter: @johnei

A wonderfulnew world of storytelling

What we will talk about
5 changes in thecontent market
5 ways to make userspay
5 prerequisites for multi-platformproduction

Newspapersare in themiddleofa major transformationalprocess
From:
To:
Being in thenewspaper business
Being in thecontent business

It used to be so simple …
Onlyoneproduct to worryabout
Mostlymonopoly markets
Readershadnowhereelse to go for the same content
Wemade lots ofmoney!

And now it is so complicated …
Copiers
iPad
Social media
Net TV
Tablets
Unknown
digital
channels
Print and web
Unknown
print
channels
Net books
API/Widgets
E-readers
Mobile

Said in a differentway
From:
To:
Content = presentation
Contentseparated from presentation

What to do?

5 changes in thecontent market

The media landscape is fragmented
Content has become abundant

Everybodyproducescontent

New platformsareemerging

Content is beingdisaggregated

Content is beingrepackaged

Whatdoesthismean for us?
Just copyingour old printmodelwill not work!
Weneed to createnewvalue for ourusers!

5 ways to make userspay

Making theuserspay – buthow?

Userswillonlypay for UniqueValue
Creating Unique Value
?
?
?
?
?

UniqueContent
Contentyoudon’tthinkyoucanfindanywhereelse
Local, niche, experts, etc

UniqueConvenience
Access in specificsituations or areas
Extremelyeasy to use
Flexibility

UniqueUsefullness
Content and services youcanuse to reach personal goals
Howto’s, guides, weightclub, apps, tools, tests ofproducts, etc

UniquePackaging
Premium presentation and design
Selectionofcontent, for instancepersonalization or for niches

UniqueExperience
Gives an emotionalattachment, entertainment, socialconnections, etc.
Brand value, community, entertainment, uniqueuserexperience …

Creating Unique Value
Unique
Convenience
Unique
Content
Unique
Usefullness
Unique
Packaging
Unique
Experience

Buthow to produce all thesegreatproducts?
Copiers
iPad
Social media
Net TV
Tablets
Unknown
digital
channels
Print and web
Unknown
print
channels
Net books
API/Widgets
E-readers
Mobile

26
Howwe have done it so far:Westartedwiththepaper

Thenadded a web site
27

And the mobile
28
28

… and even more products
With eachnewchannelwe have put up a newworkflow
29
29

Butcanwecontinue to do like this for eachnewplatform?

There is onlymoney for so many journalists …

And therearesomeother problems also
Lackofcontentstructureacross plattforms
Takeslong time to developnewproducts
”The tyrannyofquickfixes” makes it evenworse
Lackofcontentenrichmentneeded for otherplatforms – print overrides everything

5 prerequisites to producecontent for multiple platforms

1. Putthecontent at thecenter
Content business, not newspaper business

2. Createthe right and smart metadata
Nameof person
Topic
Date
Geocoordinates
Summary
Company name
Coordinatesonnewspaperpage
Contentwithoutmetadata has novalue
Type ofarticle
Nameofauthor
Version
Content elements
Priority
Image info
Relatedcontent
Copyright
List title
Links
Multimedia
End ofshortversion

Richmetadata offers endlessopportunities in productdevelopment
Contentenrichment
Authorpages
Specializedapps
Nicheproducts
Location-based services

Wherearethe media onGoogleMaps?

3. Make sure youcanexportthecontent
Wellstructured XML is essential
Must include all content
Neatlyorganizedwith all relevant metadata
Onlythenewspaper PDF is not sufficient

4. Developcross-platformcontentconcepts
Never developyourideasonlywithoneplatform in mind

5. Trainthe staff
Journalists ofthefuture MUST have digital competence

Butwhataboutcreativity and editing?
There is nocontradictionbetweenstructuringyourcontent and high-level design and presentation
Rather: Wellthoughtoutcontentstructureswithrichmetadata offers many more opportunities for premium design qualities
But more ofthe design processwilltakeplace in theearly stages oftheworkflow, includingwhenthetemplate is beingdesigned
Withoutgoodcontentstructure it is very hard to make first class multimedia products

To sum up …

To sum up …
The content market has changed – copyingprintmodelwill not work

To sum up …
We must createuniquevalue for ourreaders

To sum up …
We must createuniquevalue for ourreaders
Contentstructure and metadataimportantprerequisites for success

Thankyou for yourattention!
John Einar Sandvand
E-mail: jes@aftenposten.no
Twitter: @johnei
Blog: BetaTales.com

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Repackaging media content for new products

by John Einar Sandvand on Apr 30, 2010

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Repackaging media content for new products — Presentation Transcript