repackaging media content for new products
DESCRIPTION
How newspapers need to get their content structure in order to be able to produce first class products for new digital platforms.TRANSCRIPT
A wonderful new world of storytelling
5 changes in the content market
5 ways to make users pay
5 prerequisites for multi-platform production
What we will talk about
Newspapers are in the middle of a major transformational process
From:
Being in the newspaper business
To:
Being in the content business
It used to be so simple …
• Only one product to worry about• Mostly monopoly markets • Readers had nowhere else to go for the same content • We made lots of money!
And now it is so complicated …QuickTime™ and a
decompressorare needed to see this picture.
Social media iPad
Copiers
Net TV
Tablets
Net booksE-readersMobileAPI/Widgets
Print and web
Unknown print
channels
Unknowndigital
channels
Said in a different way
From:
Content = presentation
To:
Content separated from presentation
What to do?
5 changes in the content market
The media landscape is fragmented
Content has become abundant
The media landscape is fragmented
Everybody produces content
The media landscape is fragmented
New platforms are emerging
The media landscape is fragmented
Content is being disaggregated
The media landscape is fragmented
Content is being repackaged
What does this mean for us?
Just copying our old print model will not work!
We need to create new value for our users!
5 ways to make users pay
Making the users pay – but how?
Users will only pay for Unique Value
?
?
?
??
Creating Unique Value
Unique Content
• Content you don’t think you can find anywhere else• Local, niche, experts, etc
Unique Convenience
• Access in specific situations or areas• Extremely easy to use• Flexibility
Unique Usefullness• Content and services you can use to reach personal goals
• How to’s, guides, weight club, apps, tools, tests of products, etc
Unique Packaging
• Premium presentation and design• Selection of content, for instance personalization or for niches
Unique Experience
• Gives an emotional attachment, entertainment, social connections, etc.
• Brand value, community, entertainment, unique user experience …
UniqueConvenience
UniqueUsefullness
UniqueContent
UniqueExperience
UniquePackaging
Creating Unique Value
But how to produce all these great products?
QuickTime™ and a decompressor
are needed to see this picture.
Social media iPad
Copiers
Net TV
Tablets
Net booksE-readersMobileAPI/Widgets
Print and web
Unknown print
channels
Unknowndigital
channels
26
How we have done it so far:
We started with the paper
Then added a web site
27
And the mobile
2828
… and even more products
2929
With each new channel we have put up a new workflow
But can we continue to do like this for each new platform?
There is only money for so many
journalists …
And there are some other problems also
• Lack of content structure across plattforms• Takes long time to develop new products • ”The tyranny of quick fixes” makes it even worse • Lack of content enrichment needed for other platforms – print overrides everything
5 prerequisites to produce content for multiple platforms
1. Put the content at the center
Content business, not newspaper business
2. Create the right and smart metadata
Content without metadata has no value
Topic Date Geo coordinates
Name of person
Company name
Type of article
Name of author
Priority
Coordinates on newspaper page
Version
Content elements
Image info
Copyright
Links Multimedia End of short version
Related content
List title
Summary
Rich metadata offers endless opportunities in product development
Location-based services
Niche products
Content enrichmentSpecialized appsAuthor pages
Where are the media on Google Maps?
3. Make sure you can export the content
Well structured XML is essential• Must include all content• Neatly organized with all relevant metadata• Only the newspaper PDF is not sufficient
4. Develop cross-platform content concepts
Content Paper PDF guide
App Book
Interview V - - -
Short version – facts about each point of interest V V V -
Long version – facts about each point of interest - V V V
Geo coordinates - V V -
Short version – main guide article V - - -
Long version – main guide article - V V V
Categories - V V V
Podcast - - V -
Etc ……
Never develop your ideas only with one platform in mind
5. Train the staff
Journalists of the future MUST have digital competence
But what about creativity and editing?
• There is no contradiction between structuring your content and high-level design and presentation •Rather: Well thought out content structures with rich metadata offers many more opportunities for premium design qualities• But more of the design process will take place in the early stages of the workflow, including when the template is being designed
Without good content structure it is very hard to make first class multimedia products
To sum up …
To sum up …
The content market has changed – copying print model will not work
To sum up …
The content market has changed – copying print model will not work
We must create unique value for our readers
To sum up …
The content market has changed – copying print model will not work
We must create unique value for our readers
Content structure and metadata important prerequisites for success
Thank you for your attention!
John Einar SandvandE-mail: [email protected]
Twitter: @johnei Blog: BetaTales.com