Temp

Challenge: How to sustain values, purposes of journalism?

• Mass markets splintering
• Search advertising effective competitor
• Classifieds done better on the web
• What sustains journalism in that environment

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
• But how to be rewarded

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

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
  • Consistent with Federal Trade Commission privacy guidlines

Making the market for digital information -- NEWS/CONTENT

• Shared-user network for news-oriented social interaction
• Subscription access to multiple websites (cable model)
  • Access by time, or bundle
  • Economic purchasing on a per-item basis (music, video, text)
• Enables "public radio model" too (Kachingle, others)

Benefits to consumers/users

• One account, one ID, one password, (one bill or reward)
• Personalized service over a network of sites
• Demographic privacy portable, trusted (no more crumbs everywhere)
• Rewards for sharing info (like the supermarket card)
• Access to "deep web," premium, personalized content
• Freedom of choice in picking InfoValets (unlike PayPal, etc.)

Adoption strategy: Journalism Trust Association

• 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.

InfoValet Service Corp. -- Convenor, integrator

• For profit LLC or L3C / controlled by JTA
• Convenes industry around specific system
• Makes/enforces rules for use of InfoValet logo/service