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Diamonds in the Rough: Creating New Content Value through New Uses
Shore Communications Inc, April 2005, Pages: 16
As the market for business-oriented online content matures, near-substitutes for many established content products abound on the open Web, which creates pressure on the profitability of many publishers. This report provides examples of how new uses for content have led to success for both traditional and non-traditional publishers. It also illustrates methods of assessing opportunities for new content uses and provides keys to success in developing a team that is ready and able to take on the challenges of ferreting out new content uses. A checklist provides important factors to consider when preparing to undertake a project finding new content uses is included.
Report Focus
This report provides examples of how major business-oriented publishers and content distributors have found success by extracting
new value from content already at their disposal. Leveraging existing intellectual assets to create rich data content products and other new and retargeted products and services can be an efficient way to grow sales and improve profitability. Methods for assessing the value of unused or underused content are examined in detail in this report.
Target Audience
Senior management responsible for market strategy and product planning, operations, and information technology at traditional and online publishers and aggregators with responsibility for growing revenues, reducing costs, and improving profitability. Managers with hands-on responsibility for creating new products and services and gathering data at publishing companies and content aggregators. Investment banking professionals with interests in leveraging their investments more fully.
Report Content
Examples of how successful companies have leveraged existing content into new uses for greater profits, along with specific paths to
success for your own company. Best practices in evaluating and implementing new product and service initiatives. Diagnostic checklist to help
information professionals evaluate new ideas. Recommendations for action to take advantage of the organization's intellectual assets more fully. Examples and models that indicate the viability of specific kinds of secondary uses of content are provided, along with a checklist for evaluating business opportunities for secondary content uses and a checklist for managing the implementation of a successful initiative.
Use
Publishers and information providers will find a tool to help in planning for new and improved content products and services, with an eye toward
improved financial performance. Those responsible for new product strategies will find useful examples of how other companies are creating value from secondary uses of content. Business development professionals at publishers and aggregators will learn about the range of ways of developing new products and services and creating the organizational environment that support these efforts. Recommendations for approaching risks and barriers that must be overcome for successful implementation are also included.
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