Content Business

Stephan Richter

Lecture and Case Studies

Module 2: Monday, July 22nd through Tuesday, July 23rd 2002

Abstract

content syndication
content management
revenue systems
new content markets

This session will give a general overview on content business in the field of convergent media. The process of brand building and how brands can be consistently positioned in convergent media will be explored.
Editorial matters like brand building or branding strategies and technical matters like content management are discussed as well as marketing and sales topics like revenue perspectives and successful business models. Students will be expected to get an overview on the various business fields.

Questions asked include:

Multichannel-publishing - how does it reflect branding
Crossmedia - how to be consistent
Synergy-processes in editorial work
Content pricing and packaging - what's it worth
Diversifying revenues: mobile content and e-content
Content concepts and payment

Course Outline

Day One: Publishing in Multi-Channel Workflows

Morning Track:"Content Brands"

How do brands reflect on the perception of content? What kind of role does a brand play in everyday communication? A strategy to transform a media-related brand to a brand that does not loose its profile while it is covering convergent media is presented. The challenges and threats in multichannel publishing for a consistent branding and image are discussed. Strategies in crossmedia marketing are presented as best practise models.
Allotted time: 3 hours.

Afternoon Track: "Content Management"

Technical implications on presenting content in convergent media are depending on editorial as well as technical factors. Types of content and media are defined. Process-models of editorial work and organising content in the media industry will be illustrated on case studies from the perspective of a publishing house. In a discussion combined with a practical conceptional work, the students will explore potential synergy in editorial workflows. The creative process will be identified as an important driver for well accepted convergent concepts.
Conversation, questions, discussion and workgroups are included. Two 10-minute breaks will be scheduled within the track. Allotted time: 4 hours.

Day Two: Business Models and Revenue strategies

Morning Track: "Marketing and Sales"

The complex production workflows and high investments in technology set high requirements on potential revenue-streams. The last two years have illustrated, that revenues solely based on advertising don't help to reinvest the high spendings. New and more creative revenue fields have to be identified. Existing forms of adsales have to be migrated from simple rotational based banner advertising to more integrative forms with targeting and permission marketing elements.
The big players and the big spenders in the industry have advantages regarding market size. Still small players with little overheads can make the race, bringing up new concepts with little time to market. Top and flop stories in the field of advertising-based eCommerce and cooperations are presented.
Conversation, questions, and discussion is included. A 20-minute break occurs in the middle of the track. Allotted time: 3 hours.

Afternoon Track: "Content - Business models"

In 2001, many companies have disappeared from the market. There are at least 50 ways how companies have lost their money with business models that where meant to be outperforming one year before. The market is mature now and a smaller number of business models and companies have survived.
The true potentials of multichanneling based content producing will be highlighted. The most precious questions will be discussed: What's the value of content? How can content be packaged and what kind of price-models will work in what kind of distribution channel? Will priced-content-models help publishers and media-companies to make a successful business? What's the best strategy for diversifying revenues? Which business model will be successful in the field of mobile content?
The afternoon track is also dedicated to analysis and consideration of the material that was studied while keeping in mind the lessons learned in day one. Conversation, questions, and discussion is included. A 20-minute break occurs in the middle of the track. Allotted time: 4 hours.