Blueprint-closing

Wrapping it up: Closing session of IVP-Blueprint

The query and response: Is this of interest?

Elizabeth Osder opens by asking: "Is this something the media industry would be interested in? Would offering to consumers be in reality a value add?"

Reply

• Tom Brown, Swift Communications: Certainly from the standpoint of where we want to go in the future . . . it has value. It does seem more like a subscription-based application that someone would buy into as opposed to a standalone business. Brown's company has papers with 90% readership (penetration); they are on the web but not primarily yet. The atomized content is the engaging part of this. We realize the future of this is not around articles . . . that is not the way people live their lives . . . .

• Greg Schermer, Lee Enterprises (from earlier in the morning). He thinks the InfoCard and other technologies discussed are exciting and will facilitate. Would not rely on the possibility for the next several months that content can be sold. But believes in the beginning of the creation of a federation. We can take steps in the meantime. We can bring together and embrace members of the community who have resources and begin to integrate and experiment.

• Chuck Peters, Gazette Communicatons: If you realize all the work that has to be done, it can be overwhelming. As a local publisher all I want is the keys to a local super information card . . . would put Twitter together with it . . . We would basically promote by doing. We would be much more interested in doing that than being part of a longterm consortiium buiding [or an] L3c organization . . . that is not something we would want to spend a lot of time on.

• Randy Picht, AP: AP has started to see the opportunities of aggregating things. Used to have many many wires. . . . It was eyeopening once you move the content around the different values that emerge. The value of English language Asian product in Asian –- suddenly a lot of other value that came from that. AP has a lot of things that are just getting started. They are trying to bring together the content for the industry. This is something we would be very interested to keep learning about and help.

• Howard Saltz/ MediaNews Group: This becomes successful if a large percentage of the industry gets behind it. If a small part of the industry got behind it, not probably valuable to consumer. Wonders about putting this under The AP, rather than creating a new organization. There are other organizations as well. Industry may have too many trade organizations. Could this be done more effectively by an organization that already has a lot of members?

Wrap-up recommendations

Beth Lawton: Expresses a caveat about trade associations and antitrust laws. Keep in mind. Re marketing to public: Really important to focus on convenient and secure. That’s what people are looking for.

Elizabeth Osder: Need to do a market requirement document for the IVS. That can be used as a basis by InfoCard Foundation and others for moving forward. They can provide components.

Bonnie Obremski: Is it too much of a stretch to combine the privacy goal with providing quality journalism? Maybe focus on journalism focus and say it emphasizes privacy, vs. promoting as combining passwords and protecting against identity threft.

Osder: What the is scope of IVP? Put out a straw man of what it should be and lock it down.

Charles Andres: Assume the technology is going to be there; focus on how to get the early adopters; find some way to make it fun for the consumers.

Where were the advertisers?

Most revenue is going to come from advertising or commercial content creators. They need to be in the room. Bring those into the room.

Uncomfortable marriage –- if to use service I’m going to have to give up some of my information for marketing purposes. It changes the relationship with reader. That might be a sale job to some news organizations.

Pull together annotated bibliography; literature review on all these concepts.