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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Repackaging media content for new products
- 1. Repackaging content for new products John Einar Sandvand jes@aftenposten.noTwitter: @johnei
- 2. A wonderfulnew world of storytelling
- 3. What we will talk about 5 changes in thecontent market 5 ways to make userspay 5 prerequisites for multi-platformproduction
- 4. Newspapersare in themiddleofa major transformationalprocess From: To: Being in thenewspaper business Being in thecontent business
- 7. Readershadnowhereelse to go for the same content
- 9. Said in a differentway From: To: Content = presentation Contentseparated from presentation
- 10. What to do?
- 11. 5 changes in thecontent market
- 12. The media landscape is fragmented Content has become abundant
- 13. The media landscape is fragmented Everybodyproducescontent
- 14. The media landscape is fragmented New platformsareemerging
- 15. The media landscape is fragmented Content is beingdisaggregated
- 16. The media landscape is fragmented Content is beingrepackaged
- 17. Whatdoesthismean for us? Just copyingour old printmodelwill not work! Weneed to createnewvalue for ourusers!
- 18. 5 ways to make userspay
- 19. Making theuserspay – buthow?
- 20. Userswillonlypay for UniqueValue Creating Unique Value ? ? ? ? ?
- 28. 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
- 29. 26 Howwe have done it so far:Westartedwiththepaper
- 30. Thenadded a web site 27
- 31. And the mobile 28 28
- 32. … and even more products With eachnewchannelwe have put up a newworkflow 29 29
- 33. Butcanwecontinue to do like this for eachnewplatform?
- 34. There is onlymoney for so many journalists …
- 36. Takeslong time to developnewproducts
- 37. ”The tyrannyofquickfixes” makes it evenworse
- 39. 1. Putthecontent at thecenter Content business, not newspaper business
- 40. 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
- 41. Richmetadata offers endlessopportunities in productdevelopment Contentenrichment Authorpages Specializedapps Nicheproducts Location-based services
- 44. Neatlyorganizedwith all relevant metadata
- 46. 5. Trainthe staff Journalists ofthefuture MUST have digital competence
- 48. Rather: Wellthoughtoutcontentstructureswithrichmetadata offers many more opportunities for premium design qualities
- 49. But more ofthe design processwilltakeplace in theearly stages oftheworkflow, includingwhenthetemplate is beingdesignedWithoutgoodcontentstructure it is very hard to make first class multimedia products
- 50. To sum up …
- 51. To sum up … The content market has changed – copyingprintmodelwill not work
- 52. To sum up … The content market has changed – copyingprintmodelwill not work We must createuniquevalue for ourreaders
- 53. To sum up … The content market has changed – copyingprintmodelwill not work We must createuniquevalue for ourreaders Contentstructure and metadataimportantprerequisites for success
- 54. Thankyou for yourattention! John Einar Sandvand E-mail: jes@aftenposten.no Twitter: @johnei Blog: BetaTales.com
Notes de l'éditeur
- 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?