Vivian Schiller meeting 04-13-09 Assess fit between public radio and future of journalism

1. Vivian Schiller meeting 04-13-09 Assess fit between public radio and future of journalism Understand NPR’s goals for new win-win relationships with affiliates Consider fit with “InfoValet” vision;seek input on specifics … “partner/experiment” Explain May 27 convening at GWUsee: http://newshare.com/wiki/index.php/Gwu-program RJI-Mizzou and NPR – next steps?

2. InfoValet, NPR and affiliates • FOCUS: Sustaining values, purpose of journalism • Strengthen communities • Expand “sharing” relationship among NPR and local affiliates

3. What is Information Valet Project? Research effort incubated at D.W. Reynolds Journalism Institute IDEA: Non-profit, “Shared-user” network Bill Densmore, Jeff Vander Clute, Steve Mott, Martin Langeveld, Lee Wilkins Many other contributors of ideas (via "Blueprint" events)

4. Challenge: How to sustain values, purposes of journalism? • Mass markets splintering • Search advertising effective competitor • Classifieds done better on the web • Standoff with Google/search on value creation • What sustains journalism in this environment?

5. News as a service not a product • Helping user find access to info from anywhere • Creating a conversation, community ... network • Not just about the story; smaller, larger remix • The news social network • New concept: The "InfoValet" – trusted advisor/broker – newspaper, radio, new media • But how to be rewarded?

6. Making the market for digital information – HOW? • Consumer/user establishes account with InfoValet • Shares as much demographic, preference info as desired • This information shared among multiple participating sites • Records of activity logged, aggregated to InfoValet, purged • Establishes "shared-value network" for commerce, service

7. One way it could work To run, click to : http://web.missouri.edu/~bowera/infovalet.htmlThen click on each carat (starting with Introduction)

8. Making the market for digital information – PRIVACY • User works with InfoValet to develop “persona” • Demographics and personal info preferences • User decides when to share and when not • Data portability to other InfoValets • RESULT: User manages, exchanges value of “persona”

9. Making the market for digital information – ADVERTISING • Rewards for activities, viewing ads, sponsored material • Example: The Ford Explorer PDF download • Advertising network based on interest not inference • Higher CPMs for the news industry • Appears consistent with Federal Trade Commission privacy guidelines

10. Making the market for digital information – NEWS/CONTENT • Shared-user network for news-oriented social interaction • Enables “public-radio model” via Kachingle • Subscription access to multiple websites (cable model) • Access by time, or bundle • Economic purchasing on a per-item basis (music, video, text)

11. Website before personalization widget

12. The profiling which informs the news served: He is interested in the semiconductor industry. He follows John Deere & Co. stock prices. He graduated from the Univ. of Kansas. He listens to WBUR's "The Point" regularly. The profiling which informs the text/display ad offers: His occupation as a software engineer. His expressed interest in cuisine. His expressed interest in music. User Jeff is a software engineer.He has profiled himself as follows:

13. Website after personalization widget

14. How will it work? • Right now, RJI/InfoValet focused on function not specific technologies; seeking input on implementation • InfoValet might specify "pluggable framework" (competitive partners) • APIs enable different apps to share data according to framework specification. • Ecosystem architecture distributed, not centralized • Security – User info encrypted and unreadable except where authorized • Choice – User decides when to release info

15. One possible example

16. Adoption strategy:Journalism Trust Association • Started with Dec. 3-5 "Blueprint" to frame issues • Unveil JTA / IVP vision at May 27 DC event • Non-stock, non-profit JTA guides early years • Non-competitive ownership, trusted control • "Founding members" advise early decisions • Broadly representative board gradually enlarged • Controlling owner of InfoValet Service Corp.

17. InfoValet Service Corp. – Convenor, integrator • For profit LLC or L3C / controlled by JTA • Convenes journalism stakeholders around specific system(s) • Makes/enforces rules for use of InfoValet logo/service • Integrates, contracts with advertising, tech, financial-service pieces • Any profits dividended to JTA and other stakeholders • Transaction, license fees might benefit jouranalism (via Journalism Trust Association) • see: www.newshare.com/wiki/index.php/Blueprint-form

18. Partners in demonstration for May 27 • The Associated Press (AP Exchange database) • Lee Enterprises (Quad City Times) • Hearst Corp. (Albany Times-Union) • World Co. Inc. (LJWorld.com – tentative) • WBUR-Boston (NPR affiliate – tentative) • NPR?????

19. How financed? • RJI incubated through Densmore RJI 2008-2009 fellowship • JTA will give note to RJI/Mizzou, convertible to stock in IVSC • Plan for self funding of IVSC • Among startup funding options for IVSC: • Foundations (if formed as L3C), as program-related investment • Strategic investors (who may be licensed/contract partners) • Debt financing • Equity stakeholders (nonvoting?)

20. Measuring success • New business for news organizations • New ecosystem for news aggregation, customization, sharing • New revenue besides advertising • Connects news with social network • Possibility of dividends to JTA to support journalism • Critical Internet framework guided by journalists