The Gilbane Conference (PTS-4) San Francisco, April 11, 2007 Randall Marcinko, CEO MEI

1. The Gilbane Conference (PTS-4) San Francisco, April 11, 2007 Randall Marcinko, CEO MEI

2. Today’s Talk Cross-Media Strategy I: Tools, Technologies

3. Helping Publishers Monetize their Digital Assets in a Changing World

4. 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 PICTURES VIDEO SOUND CROSS MEDIA

5. 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

6. 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)

7. CREATE DISTRIBUTE CONVERT NORMALIZE DISTRIBUTE Print followed by digital creation & distribution

8. But in today’s world of Cross-Media Simultaneous Creation

9. 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

10. NORMALIZE NORMALIZE DISTRIBUTE CREATE NORMALIZE NORMALIZE Elemental content creation

11. 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

12. CASE STUDY

13. 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.

14. 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.)

15. 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.

16. 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.