© MEI April 2007.
MARCINKO
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INC
The Gilbane Conference (PTS-4)The Gilbane Conference (PTS-4)San Francisco, April 11, 2007San Francisco, April 11, 2007
Randall Marcinko, CEORandall Marcinko, CEOMEIMEI
© MEI April 2007.
MARCINKO
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INC Today’s Talk
Cross-Media Strategy I: Cross-Media Strategy I: Tools, TechnologiesTools, Technologies
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MARCINKO
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INCHelping Publishers Monetize their
Digital Assets in a Changing World
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INC
Special report: Iran Nuclear Crisis
TEHRAN, April 10 (Xinhua) -- Two inspectors from the International Atomic Energy
Agency (IAEA) arrived in Iran on Tuesday to inspect the Natanz uranium enrichment site, the
official IRNA news agency reported.
The two IAEA inspectors are scheduled to stay in Iran for one week, IRNA quoted a
diplomat as saying on condition of anonymity, who added that their visit "is quite normal." TEXT
VID
EO
PICTURES
SOUND
CROSS MEDIA
© MEI April 2007.
MARCINKO
ENTERPRISES
INC STRATEGY—TOOLS & TECHNOLOGY
CREATE—author, edit and format the content for print
PUBLISH/DISTRIBUTE—allow the public access to the print content
CONVERT—prepare and electronic equivalent
NORMALIZE—technology framework for systematic reuse
PUBLISH/DISTRIBUTE—allow the public access to the e-content
© MEI April 2007.
MARCINKO
ENTERPRISES
INC Content Normalization
•Structure normalization (eg. XML)
•Subject normalization (eg. content selection)
•Technical normalization (eg. DOI & DRM)
•Language normalization (eg. Interlinguas)
•Taxonomy normalization (eg. indexing, categorization & entity extraction)
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MARCINKO
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INC
CREATE DISTRIBUTE
CONVERT
NORMALIZE DISTRIBUTE
Print followed by digital creation & distribution
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INC
But in today’s world of Cross-But in today’s world of Cross-Media Simultaneous CreationMedia Simultaneous Creation
© MEI April 2007.
MARCINKO
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INC STRATEGY—TOOLS & TECHNOLOGY
CREATE—individual content elements
NORMALIZE—technology framework for systematic reuse, each content element is normalized for best retrieval
ASSEMBLE—group the content elements in various assemblies, often multiple overlapping assemblies are created
PUBLISH/DISTRIBUTE—allow the public access to each content assembly, large or small, electronically and where appropriate, in print
© MEI April 2007.
MARCINKO
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INC Elemental content creation
CREATE
NORMALIZE
NORMALIZE
NORMALIZE
NORMALIZE
DISTRIBUTE
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MARCINKO
ENTERPRISES
INC Cross-Platform distribution
Developing a technology framework to systematically enable content to be reused, tailored, shared, and delivered in any format, at any time, through any channel, to any platform.
Unitizing content in its most useful form
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INC
CASE STUDYCASE STUDY
© MEI April 2007.
MARCINKO
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INC Case Study—Magazine & Directory Publisher
magazine and directory publisher of national reputation.
each publication maintained its own editorial and production teams.
cross-media publication required post print digitization or conversion and transfer.
distribution and licensing of content was handled separately by each department.
the magazine sold only paper and e-subscriptions.
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INC Case Study—Today
each content element (object) is normalized (indexed/tagged and stored in realtime in a CMS.
content is now produced at the element or object level (text, blog post, picture, video, sound file, directory record.)
the magazine pulls necessary objects from the CMS, according to content attributes and including appropriate pre-print formatting.
the magazine pulls necessary objects (sometimes different from print) from the CMS, according to content attributes.
feeds of pictures are sold and syndicated from the CMS to a photo-licensing vendors (eg. AFP and Newscom.)
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INC Case Study—Today
text and text+photos are syndicated from the CMS.
directory records are assembled for 14 print and e-formats and products.
directory records are pulled in realtime to create stories for publication in print and e-versions of the magazine.
23 vendor feeds of e-content are distributed.
3 pre-print files are created and shipped to printers.
SEO becomes a vital part of the publisher’s world, made possible by normalization and metadata found in the CMS.
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ENTERPRISES
INC Case Study--RESULTS
total production costs for all content has reduced by 26%.
licensing revenues have increased by 175%.
currency of delivered content has increased by 1.5 days
new products can be created and launched in days for a fraction of the cost.
archival content is growing and generating an increased percent of the total annual revenue.