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.

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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?
  • Repackaging media content for new products

    1. 1. Repackaging content for new products<br />John Einar Sandvand jes@aftenposten.noTwitter: @johnei<br />
    2. 2. A wonderfulnew world of storytelling<br />
    3. 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. 4. Newspapersare in themiddleofa major transformationalprocess<br />From:<br />To:<br />Being in thenewspaper business<br />Being in thecontent business<br />
    5. 5. It used to be so simple …<br /><ul><li>Onlyoneproduct to worryabout
    6. 6. Mostlymonopoly markets
    7. 7. Readershadnowhereelse to go for the same content
    8. 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. 9. Said in a differentway<br />From:<br />To:<br />Content = presentation<br />Contentseparated from presentation<br />
    10. 10. What to do?<br />
    11. 11. 5 changes in thecontent market <br />
    12. 12. The media landscape is fragmented<br />Content has become abundant<br />
    13. 13. The media landscape is fragmented<br />Everybodyproducescontent<br />
    14. 14. The media landscape is fragmented<br />New platformsareemerging<br />
    15. 15. The media landscape is fragmented<br />Content is beingdisaggregated<br />
    16. 16. The media landscape is fragmented<br />Content is beingrepackaged<br />
    17. 17. Whatdoesthismean for us?<br />Just copyingour old printmodelwill not work!<br />Weneed to createnewvalue for ourusers!<br />
    18. 18. 5 ways to make userspay<br />
    19. 19. Making theuserspay – buthow?<br />
    20. 20. Userswillonlypay for UniqueValue<br />Creating Unique Value<br />?<br />?<br />?<br />?<br />?<br />
    21. 21. UniqueContent<br /><ul><li>Contentyoudon’tthinkyoucanfindanywhereelse
    22. 22. Local, niche, experts, etc</li></li></ul><li>UniqueConvenience<br /><ul><li> Access in specificsituations or areas
    23. 23. Extremelyeasy to use
    24. 24. Flexibility</li></li></ul><li>UniqueUsefullness<br /><ul><li>Content and services youcanuse to reach personal goals
    25. 25. Howto’s, guides, weightclub, apps, tools, tests ofproducts, etc</li></li></ul><li>UniquePackaging<br /><ul><li> Premium presentation and design
    26. 26. Selectionofcontent, for instancepersonalization or for niches</li></li></ul><li>UniqueExperience<br /><ul><li>Gives an emotionalattachment, entertainment, socialconnections, etc.
    27. 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. 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. 29. 26<br />Howwe have done it so far:Westartedwiththepaper<br />
    30. 30. Thenadded a web site<br />27<br />
    31. 31. And the mobile<br />28<br />28<br />
    32. 32. … and even more products<br />With eachnewchannelwe have put up a newworkflow<br />29<br />29<br />
    33. 33. Butcanwecontinue to do like this for eachnewplatform?<br />
    34. 34. There is onlymoney for so many journalists …<br />
    35. 35. And therearesomeother problems also<br /><ul><li>Lackofcontentstructureacross plattforms
    36. 36. Takeslong time to developnewproducts
    37. 37. ”The tyrannyofquickfixes” makes it evenworse
    38. 38. Lackofcontentenrichmentneeded for otherplatforms – print overrides everything</li></li></ul><li>5 prerequisites to producecontent for multiple platforms<br />
    39. 39. 1. Putthecontent at thecenter<br />Content business, not newspaper business<br />
    40. 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. 41. Richmetadata offers endlessopportunities in productdevelopment<br />Contentenrichment<br />Authorpages<br />Specializedapps<br />Nicheproducts<br />Location-based services<br />
    42. 42. Wherearethe media onGoogleMaps?<br />
    43. 43. 3. Make sure youcanexportthecontent<br />Wellstructured XML is essential<br /><ul><li> Must include all content
    44. 44. Neatlyorganizedwith all relevant metadata
    45. 45. Onlythenewspaper PDF is not sufficient</li></li></ul><li>4. Developcross-platformcontentconcepts<br />Never developyourideasonlywithoneplatform in mind<br />
    46. 46. 5. Trainthe staff<br />Journalists ofthefuture MUST have digital competence<br />
    47. 47. Butwhataboutcreativity and editing?<br /><ul><li>There is nocontradictionbetweenstructuringyourcontent and high-level design and presentation
    48. 48. Rather: Wellthoughtoutcontentstructureswithrichmetadata offers many more opportunities for premium design qualities
    49. 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. 50. To sum up …<br />
    51. 51. To sum up …<br />The content market has changed – copyingprintmodelwill not work<br />
    52. 52. To sum up …<br />The content market has changed – copyingprintmodelwill not work<br />We must createuniquevalue for ourreaders<br />
    53. 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. 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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