Live from the KMWorld & Intranets 2005 Press Room, this session demonstrated the interactivity of simultaneous in person and web attendance......

Joseph Lacson, Sr. VP, Strategy & Business Development, FAST

Trends in search:
- Growing volume of data volume
- Rich media and multiple formats
- Combining usability and speed of Internet search with the relevance, security and completeness of enterterprise discovery
- Personalization
- Search on desktop provides control to the users.
o Access to personal, enterprise, and Web-based information.
o Facilitates investigation, discovery and inference
o Desktop standards -- 50% of corporate data resides on desktops of walking intellectual assets.

One location for everything found is the concept behind FAST personal research.
- Relevance is problem with large amounts of data -- tools are required. Need to dynamically extract information.
- Integration with other tools is essential.
- Multimedia search expanding to include audio mining and video search, with key entities, video clips and full transcript generated automatically, searchable.
-Case Studies utilizing FAST technology:
o Lexis-Nexis: 3 billion documents from thousands of sources.
o Asian Policy Agency: Databases of illegal images to uncover child pornography images.
o Publisher site: converted unstructured classifieds into a structured representation.
0 Corporate intranets provide platform to integrate personal PSP and Enterprise ESP

Interactive survey during the webinar:
- 44% not using enterprise search
- 25% deployed through the organization

Summary comments:
- Search is a platform -- means to unlock other application, it's an engine, complete.
- Why is IT adopting enterprise search? Conversations with CEO's indicate 1) new revenue stream (30%), 2) my competitors are doing it, and 3) my business is threatened.
- 90% of IT budget is maintenance--discretionary budget is being spent on search.
- Integration evolving very quickly.

A nice case study of using the technology to create a content library with multiple monetization models.

Steven Haimowitz, President & CEO, Healthology, Inc.
- Vision was a platform for doctors to provide health education, so chose the Web to maximize reach. Company started in 1998.
- Focus on video content, rather than other formats: transparent credibility, video more exciting than writing, higher sponsor interest, stay up with technology.
- Improvements in formats from panels to news magazine format. At each stage, upgraded library of content to the new formats.
- Chose syndication business, turnkey multimedia health content, focusing on on expansion of library and integration into the search engines.
- Yahoo, CNN, ABC are major partners, among others.
- Integration tools have greatly improved over the years.
- Focus on production of original content, not aggregator or repackager of content, and produce content optimized for the Web.
- Developed internal production resources, by developing in house medical team, medical producers, video editors, to control and produce high quality content.
- Success by diverifying revenue streams and creating new product lines on an annual basis: CME for health professionals, customer content, production services, pre-roll advertising. Can produce custom work. Syndication has been successful, with over 5,000 distribution partners. Interest in cable VoD.
- Dedicated team to work on distribution deals, not ad sales, not sponsorships. Three people to handle in-bound inquiries, not actively seeking new partners.
- CME has regulatory requirements, and partnering with an accredited institution, i.e. John Hopking is a partner.
- Full transcriptions are available. Model lends itself to derivative works. such as articles, guides, patient guides and handouts. Transcripts are outsourced. Realplayer has capability to provide read along transcript along with video itself.
- Started with 3-5 people, went to 70, down to 35 with dot com bust, now about 50. Purchased by iVillage.
- Maintain tight control of content.
- Looking at podcasting for small programs. Already doing it for customers, but have not done this for Healthology content.

A good session highly complementing the KM World 2005 sessions...a glimpse into the upcoming world of devices and the implications for content....

Kevin Foreman,General Manager, Mobile Products and Services, Real Networks Inc.
- Mission is universal platform for digital media on any Internet enabled device around the world.
- Major challenges for corporations are cost of training and education.
- Major challenge for government is citizen access
- Streaming media = Tele-communications
- Context of developments of computing devices:
o Computing moved from mainframes, minicomputers, desktops, laptops, handsets
o Text moved from interoffice mail (fax), documents (email), Websites (pager), Instant Messaging (blogs), SMS (Mobile Emails-Blackberries)
o Voice (phone), Voicemail (Cell phones), Conferencing (webcasting), VoIP (Podcasting, PhoneCasting.
o Television, videotapes, ISDN Videoconferencing, CD-ROM, webcasting, web conferencing, IPvideo conferencing, vblogs, phonecasting

- Change is hard so need to hold onto rung from previous generation. This is reflected in the terminology: 1) e-mail = emessaging, 2) cc = also 3) bcc = hidden also. and 4) ship = transport
- Mobile phone is ICE devices: Information, communications, entertainment
- Key factor in technological adaption is that phones change every 24 months
- Billing relationships built inside the service
- Multimedia phone, audio/video-enabled handsets will be common within a year...we can all be broadcasters.
-Early adopters are universities and government agencies, with examples:
o Earnings call, audio only from Real Network
o City council budget meeting Seattle City Council streaming to PC, now can watch on cell phones
o City press conference--watch on cell phones
oUniversity distance learning, continuing education, corporate education.

Key observations:
- During the last year, podcasting plus webcasting have emerged.
- Reach your audience, don't reach your audience's desktop.
- SMS and ring tones are killer apps, .now music labels,,
- Earnings announcement, i.e. 50,000 listened (heavily employees).
- Battery life is key to handset, .about 3 hours.
- Carriers moving to unlimited plans, so consume more content. Small clips.
- Comment from audience that disaster applications can be used to justify infrastructure.
- DRM is a mess--streaming is inherently secure, good user experience. Download model needs DRM. Most mobile is not DRM, but little long term value, i.e.sports, movie trailers, earnings reports. High value content is a different problem.
- Carrier pricing coming down with competition.
- High value content--will it switch to advertising revenue models???
- Devices are intimate, PC's are not. Community is always on. Different user experience, not TV.
- Search tools will need to evolve.

Jim Bair, Strategy Partners International, and Jon Husband in absentia, Wirearchy Network
- Blogs are next generation of groupware, providing light-weight knowledge management capture and sharing and will succeed Lotus Notes. One major difference is that blogs have a personal voice compared to Notes.
- User needs microcontent from many, many sources
- To get microcontent into blogs have to 1) Assemble, publish and manage, 2) Package, capture, store and share, 3) Go through too many steps and too many incompatible steps to insert into the actual blog.
- Qumana uses metaphor of "Knowledge Construction Zone" handle these steps: Finding information from the desktop, RSS feeds and Web surfing; Custom insertion of "Ad" servers; Storage of content, and then Publication to blogs, wikis, email and as documents.
- Future: Move from Hierarchy to Wirearchy......every individual can create own network.

Ross Mayfield, CEO, SocialText
- Social software is designed for group interaction, based on triads, not objects. Adapts to environment.
- Socialtext built on open source Kwiki, now has 200+ customers, learned to build enterprise strength, wiki simple.
- Wikipedia has the community behind the pages, fostering trust.
- KM fails, because there is no social incentive to fill out the form.
- Linking and reading is a measure of "quality" providing social fact vs. editorial fact.
- Intranets are failing because they are too complex
- Wikis are everywhere (simple)--replacing the intranet because they are simple. Reduce email by 30%, reducing occupational spam.
- Collaboration can scale, relying on trusting, not checking in and checking out.

Amanda Watlington, Principal, Searching for Profit & co-author, Business Blogs: A Practical Guide
Effective use of RSS is increasing....
- Lessons learned from RSS is that users can manage large amounts of information. RSS is the high octane fuel powering the blog revolution-- individuals can have hundreds of feeds
- RSS hard to understand since three different legs: RSS feeds, Aggregator services and Reader software for the user
- Tools for generating the feeds and aggregators are growing rapidly.
- Measuring feed circulation and advertising thorny.
- Mobile is the next frontier..life off the laptop.
- Surveys are RSS usage vary widely. Thinks the number of 27% of Internet users are using RSS unawares is the clearer picture--MyYahoo is an RSS reader.
- RSS is less than 5 years, 9 flavors. Podcasts: MyYahoo, iTunes, and rest of bunch.
- Typical external uses of RSS:

o Publishers & writers to communicate with their audiences
o Web content publishers use syndication of their content to increase readership, i.e. LifeTips for a tip a day, MedicineNet
o Sales: Overstock, eHobbies, Amazon, classified ads
o Customer Relations, i.e. American Express special offers
o HR: job and career information direct to candidates. Good starting is to use as a recruiting tool
o Public relations: press releases

- Organizations are publishers, creating reports, project updates
- Reduces email storage by as much as 100:1, avoids spam filter.
- Disney uses NewsGator
- Salesforce.com uses RSS readers to increase productivity.
- ING uses KnowNow for aggregation
- eCourier uses Traction Software instead of project management system.
- Amanda uses Bloglines for her personal reader.
- Standards are big issue, as well as validation of the feed to make sure it is clean.

Social software takes on different aspects, depending on the business....

Geoffrey Hyatt, CEO, Contact Networks
Social Software Drives Critical Knowledge Assets: Relationships

Contact Networks aims to be the Corporate Rolodex for businesses, in which relationships are a critical knowledge assets, i.e. legal. , so need tool to leverage relationship. Case study was Mintz-Levin, a top 100 law firm with 450 attorneys, 900 staff. In this environment, CRM system works for sales force automation, but doesn't’t capture all relationships involve confidential deals.

Objectives for this professional services company:
- Enable collaboration to get new accounts using relationships.
- No manual data input
- Integration with existing CRM

Contact Networks implemented in 10 days. System uses technology, much like Google, and search is fromfromm Outlook or intranet portal, so familiar tools. Includes data from address books and email traffic, with 100 % compliance, attributed toabilityy to select own privacy setting. Resulted in a dramatic increase in collaboration and sharing.

Lance Shaw, Sr. Product Marketing Manager, eRooms
- eRooms provides a secure collaboration web, built around projects.
- Wharton was the case study, and one of their older accounts which started in 1998.
- Facilitates work done outside of class as teams, which was difficult to get together. Email cumbersome and limited. Needed versioning vs. file sharing.
- Solution was a customized “Wharton webCafe”, and spread rapidly. Now used for online tutoring, student government, conference support, faculty meeting document distribution, curse approval voting and researchers working as teams. Now used for over 500 different courses annually.
- Established Wharton as an innovative school

Bob Wyman, PubSub Concepts, Inc.
Prospective Search
Evolution over Time
- Messaging/email) 80s, What's your email address? Communicating
- Request/ response, 90s Web browser, website What's your website? Searching
- Publish /subscribe 20s Aggregator, what's your feed? Watching

Retrospective Search Engines goes and find subjects
Prospective Search Engines --- fresh information.
Ephemeral relationships in business, ie. EMC buying a company, found network already knew.
Pinging--publisher notification of update is a major shift.

Dave Pollard, How to Save the World
Thoughtful presentation on the current state of social networking, including low technology approaches.....high tech is not always best solution.

What's involved in Social Networking Applications?
- Finding people inside and outside organization
- Building directories and mapping relationships
- Inviting People
- Access Permissioning
- Connecting
- Managing relationships
- Collaborating
- Learning/Finding/Sharing relationships, KM

First generation social network applications
- Inflexible, tedious information architecture, over engineered and unintuitive, among other reasons I could never get comfortable with eRooms!
- Next generation will reflect complexity of social networks, and collaboration.

Weblogs--good pilot candidates (include younger members for enthusiasm and tech knowledge)
o Subject matter experts can offload work load.
o Heads of communities of practice can establish connections between members
o Internal publishers can replace cumbersome publishing processes

Moving ahead NOW......
- Develop taxonomy for the business
- IT needs to convert personal content archives to HTML and "bulk publish" so blog is populated. Need brief seminar on blog publishing & subscribing to get internal understanding, ttalk uplkup out outside the organization.
- Expertise finders are hard to keep current. Canvassing system just in time by connecting to email groups works better. Keep an eye on Google.
- Simple virtual presence: get everyone using Skype, good voice quality. For now, use an expert like Robin Good to design a custom, managed solution. Pretty complex to integrate for right now..can set up in Italy around the world.
- Collaboration tools are not there yet. Forget high-tech for creativity solutions, Open Space process with MindMaps (for documentation) works best right now--people who show up for a meeting, vote with feet. Wisdom of Crowds to assess, forecast, and evaluate alternatives and come to a decision. Simple tools are best, i.e. wiki. Wiki appearance not attractive.(Square brackets instead of HTML conventions).
- Social Network Mapping--need to map quality and value. Create email groupings to support expertise finder canvassing. Can be used to look for bottlenecks and disconnects.

Second Generation SNA: What's hot
- del.icio.us Blogroll for those who don't t have blog to share bookmarks.
- Flickr to share pictures and put comments on them.
- DodgeBall. a virtual water cooler for young people.
- MySpace for young people It's simple way to share music and photos.
- Facebook for universities and high schools to meet people, as well as former schools
- Insider Pages..local yellow pages. These can be customer affinity books, i.e. Harley Davidson lovers
- Zimbra
- Flock, an upgraded browser
- Also sensor hook-ins to social software, GPS, medical information.
Full presentation posted on the KM Wiki

A good overview session of applications for blogging technology. Audience is in the early adoption stage, trying to figure out how to use the technology to improve their businesses.

Bill Ives, Consultant, Portal & KM: Business Steps to Successful Blogging
- Blogs enable conversation with our market and greater efficiency within your organization. Pubsub CEO, Bob Wyman, can communicate with clients more efficiently As I May Think - - Interviewed 70 business bloggers for book to identify critical steps to make business blogs
- Start by identifying most pressing business need. Example is Feedburner which needed to get recognition, at low cost. Wooden sign business used blog instead of catalog.
- Study other blogs in your market, and join the conversation.
- Create a blog strategy that matches your unique need. Oklahoma Wine News developed web site development business by providing news for the industry.
- Coordinate blog with other communication channels. Blog with thoughts about art creation process developed market for the art itself.
- Offer blog as an extended resume or portfolio, i.e. Dina MehtaÂ’s.
- Develop enhanced communities through your blog, ie. Microsoft set up Microsoft Community Blogs.
- Create a balanced blogging policy, since knowledge sharing and transparency is not for everyone, and create policy and ethical issues.

Peter Gloor, author Swarm Creativity: Competitive Advantage through Collaborative Innovation Networks (December 2005)
- Not a blogger
- Used the term "Cool Hunting" to describe use of iQuest Analytics to mine blogs for trends.
- Power ofcommunityy. Randy Petersen, FlyerTalk, sat on plane with CEO of Continental, and bet he could get at least 60 frequent flyers to attend a meeting to give feedback on the airline —250 showed up.
- Used analogy of finding stars and galaxies in the blogosphere. Example of iQuest analysis of Avian flu discussions to show who is talking to whom and the subjects, then turned this into a link prediction score used to predict which pharmaceutical companies would collaborate. Pretty interesting technology for trend analysis, as well as competitive analysis!
- Effective patterns should show a galaxy, not a star. Galaxy shows the trend.

Amanda Watlington, Principal, Searching for Profits
- Strategic, then marketing positioning is key, then set editorial focus. In corporations, policies and procedures are big concern but may be derived from existing guidelines.
- To voice the blog for search success: build links, identify keywords/topics, set the blog categories.
- Software companies using blogs to increase renown of top scientists and keep in touch with market, i.e. Kryptonite. Retailers want to get product out quickly, the dark side. Internal projects use tagging.
- Focus on link building, using blogrolls and trackbacks
- Keywords absolutely critical.
- Monitor for spam--recommends SixApart guide. Reserve right to pull any entries, and capture email addresses.

Bill Ives, co-author, Business Blogs: A Practical Guide
This session covered a lot of the basics, and the nearly full room reflected the growth in the number of business blogs as companies get experience with managing blogs, and determining the value as a communications tool.
- Use of blogs for business activities: Effective examples are Microsoft and IBM communities, SAP Developer, John Hopkins Applied Physics Lab Laboratory, and MIT Sloan
- Show of hands – about a third of this audience is blogging, so room for growth in this market.
- Tom Davenport (KM guru) now has own blog. Searchable archive is high value, particularly for knowledge workers.
- Showed own blog as a personal knowledge management system, using it to annotate materials, and providing link to the article itself which can then be shared either internally or externally. Uses trackback as a means of communicating.
- Key value is 1) No barrier to entry, 2) Transparency and 3) Searchable archive. CIO at MIT Sloan put all project status reports on a blog – used comments to communicate widely.
- Example of advisory committee of doctors for hospital project. Meeting minutes put in blog, and openly accessible on any computer in the complex. Doctors could comment and add links to relevant articles. Value established with final report using archived entries and comments.
- Blogs offer “Discourse at the boundary between conversation and publication” ( Alexander Halavais). Individuals are now biggest contributor to Web content, i.e. reviews.
- Knowledge management seen as conversations. Lower barrier to entering the Web, further reducing the cost of communication. Components include 1) creation, 2) collection, 3) context, 4) connection, 5) conversation, 6) community and 7) collaboration.
- Examples: Compassion used as means of collecting success stories from the field for fund raisers. IBM’s Ed Brill and Microsoft’s Scobleizer gives human face to large organizations. Small companies can communicate a world wide presence.
- Question from audience about difference between discussion forums and blogs. Discussion Forums are threaded communications, and cinitiateditated by any authorized member. Blogs are managed by a single individual, with a voice to reach the intended audience. Each entry has its own webpage, which generally allows comments.

The lunch dishes are mostly cleared now and the stars are already well down the elevator to their limos and offices, leaving the downstairs dining room at the Rainbow Room much like any other event in its aftermath. And that combination of factors pretty much sums up the birth of Open Source Media - an event very much in the control of mainstream media hands determined to shape a new entity that has street credentials wrapped around a traditional media core. In that sense it's a more conservative set's answer to the Huffington Post, a weblogging venture launched in May that has catapulted itself into prominence with a similarly diverse but opinioned array of contributors. Like HuffPost OSM will feature straight news content, in this instance provided by aggregator Newstex to wrap around commentary from their webloggers, so a formula that already works pretty well is being replicated to a certain degree. What's missing from this effort that's found at HuffPost is a central voice, someone who sets the tone and acts as a trusted docent to the content within. It's there in well-crafted set pieces at the top of the site's home page, but it's provided by "OSM staff." All in time, it's early days for this effort, but if you're trying to be "fair and balanced" and yet have people with very strong opinions it will be difficult finding the proverbial Walter Cronkite who will guide people through the site.

What's also missing from OSM is "the beef": webloggers "contributing" to OSM are so far all off-site, with a directory of links to their weblogs. This is somewhat odd, considering how easy it is for weblogs to be fed into another Web site via RSS. Is OSM just a news ticker with a blogroll? Without native weblog content and other community content such as comments there's very little unique content to draw people to this site.

An interesting feature of the OSM site is the "Blogjam" section, which was promised to provide a higher level of discussion than found in other editorial outlets. In essence Blogjam is a controlled comments section: a moderator sets a topic and then a selected panel of commentators takes it from there. The design is very slick, but in the Blogham piece provided for launch the points of view quickly degenerate into partisan talking points rather than intelligent discussion. The tools may be there for "raising the tone" of the debate, but the participants seem to have their marching orders.

As for the citizens' journalism aspects of this effort, OSM is not likely to be any more a true unbiased outlet than any other aggregator that collects content based on their own editorial opinions. That's not necessarily a bad thing - editorial opinion is what drives most valuable publications - but citizen's journalism is going to find its own channels with our without mainstream media types. The leveling factor of the Web is that people will click wherever they find the most value, with search engines and weblogs helping to point people to the content that will matter most to them in a given context. Open Source Media may have enough marketing punch to have a certain degree of success, but it won't be by lending "poor" citizen journalists a helping hand: they will be the lucky ones to have authentic grass roots journalists providing content on which they can hang their well-credentialed hats. In the meantime the buzz from this launch event is trickling away rapidly as the content that is supposed to be its primary rationale goes wanting.

Should reform culture that public can get information. If you have it you can get it, if you can afford to hire a lawyer, but this is a big challenge how different culture is in Washington, a contentious place, people fear that you may use information against me. But have been proud to join with Senator Leahey on fundamental reforms, state sunshine laws would not see it as revolutionary. Bloggers should be treated like every other citizen, should not be treated at a disadvantage from MSM, blogger puncture pompous MSM intent on delivering party line, Dan Rather incident. Look forward to helping the blogosphere, don't support constraints in name of campaign finance reform. Some may not be responsible but that doesn't justify government legislating in name of campaign finance.
? Seems to be that Internet will be treated differently than other media types reged by FCC, Michael Moore exempt, my film wasn't.
JC - Support keeping blogosphere free of any regulation, need freedom of expression. McCain-Feingold was well-intended, but it hasn't worked very well. If purpose is to keep unaccountable money out of politics you have to buy media, have to filter media through press. Blogosphere gives candidates opportunity to get message out unedited. But need to be cautious in congress, tends to have heard mentality, risk averse. Have to stand up and say that we really have to solve this problem. Answer is not going into further restraint.
GR - Current Shield Law covers entities, other language more satisfactory, not covering where your paycheck comes from?
JC - Should apply to everyone doing broadcast and print, Bob Schieffer confronted, person took picture, goes on Web site. These people should be protected by a law, but points out the difficulty. Whether there is a constitutional shield, can't erect a shield, can't decide who's a journalist and who isn't, don't support different treatment for different people engaged in essentially the same activity.
? Don't see any difference between trained journalist and any other person with a computer?
JC - I was a journalism major myself, went into different profession, have respect for journalists and their standards, but people who purport to be bound by these standards engage in erroneous and irresponsible reporting. No logical dividing line, respect that many journalists have high standards, but too many conspicuous examples of those who do not. Drawing the line is an impossible job.
? Dave Johnston - I reacted to your words in the blogosphere, I encourage you and your colleagues to start blogging.
JC - That's in theory what we're doing on the Senate floor, but I respect the principle of free speech and free expression. I see the blogosphere restoring the original vision of the free press.

Judith Miller hunkered down with a notably beefy security guard hovering over her at the conclusion of the morning session...
Two tables reserved up front for the main media speakers - what happened to the citizens? The comment from the audience about the Times fashion reporter who didn't care what the average person wears is to the point. The citizen aspects of this venture are yet to be seen in their purest form....
Roger Simon intro to Glenn Reynolds: "The George Washington of weblogging."
GR - Journalism - was a time when a journalist kept a journal, time was correspondents corresponded, became person with microphone and excellent hair, going back to original meaning. reporting on what's going on, part of bigger scheme of things. Getting rid of professionalism of reporting, journalists want a guild, I'm a lawyer, we have a really good one. It's safer, keep those "common" people from having much say, makes you a repeat player in the game and you get a lot of privileges, look at reporters in courthouse versus jurors. Everyone wants to be special, politicians like journalists to be special. Shield laws - if you do it at least the way proposed legislation hold it it's a profession, but he sees it as an activity.

Judith Miller - Thank you for the introduction, even if you are a lawyer...
Don't usually open speeches my quoting Karl Marx, reason for our being here, gotten a few things right, changes in production create changes in consciousness, saw that it was having profound effect, but he didn't see that changes in consciousness create changes in production, both are happening today. Changes how people work, how they gossip, internet pushes for more diverse sources of information. Impact on journalism is already clear. Didn't know what MSM meant until boned up on things, great for profession, great for craft, great for stories broken. Michelle Malken took excerpt from soldiers letter to make a point. Also see desire of MSM to be faster, better, more diverse in response to blogging phenomenon. Drudge's experiments have become established entities, taken seriously by MSM, they are becoming "us", old fogies face challenges that they face, issues of reliability and financial survival, facing confrontations with government and their sources of information. Hasn't happened yet but not long before blogger may be subpoenaed to provide notes and information that government wants and face jail as I did. No info in jail, got Web site just before in jail, young journalist suggested it, need for greater protection for bloggers and general media. Many bloggers will be needing federal shield law to protect relationship between source and reporter, essentially what 49 states have done with shield laws and judicial protection.
Highlighting role of bloggers in my case, went to jail rather than surrender notes for a story not written, although no story interviewed WH official, NYT agreed was honor-bound. Fitzgerald asked for waivers of confidentiality, took it to heart, blanket waiver almost an employment contract, could not reveal source. Went to jail for 85 days. Only after source wrote very personal letter asked if it was truly voluntary. Second component, had to ensure that other sources who had not discussed Plame-Wilson affair would be protected. When I went to jail didn't have a personal waiver, felt I had to go to jail, every journalist must come to own decision. didn't have much choice. Didn't see many papers in jail, got WSJ subscription eventually, people held up sheets printed out to glass, like bad B movie, bad girls in jail. Even reporters critical of handful of stories before Iraq of non-existent WMD believed that stance on first amendment and right of public to know. Many bloggers were not restrained, some questioned motives, conjured up million-dollar book contracts as motivations. Wrote stories about family and friends that were hurtful to them, but didn't have internet in jail, couldn't say things that would look to judge like a platform for self-promotion. Was instructed by attorneys to be silent and I was, in spite of gossip being spread. After out of jail, source Scooter Libby wrote letter, Fitzgerald made it clear was only on Libby. Got out of jail got what other reporters had not gotten, set high standard. When I emerged was hit with a tsunami of questions on reporting, gave most complete testimony, I became news, lead to decision to leave paper. Found it difficult to remain as a reporter given swirl of controversy. Wanted people to focus on inquiry on Plame Wilson affair, on other journalists in danger of going to jail, need for federal shield law for bloggers and MSM journalists. Neither MSM nor bloggers have been interested in my view of threats to freedom of expression, easier to gossip than to look at threat. Focusing on gossip diverted public from threat to media. After initial controversy died down journalists are now looking at this, asking journalists to look at the legislation. Free Flow of Information Act - not providing protection for reporters, not reporter preservation act. we're special, we are informers of the public, merits protections, more a right to know law. Good proposal, will not cover all bloggers, definitely cover reporters not registered whose business is distribution of info, but would cover many bloggers, for print, electronic or other means. People who express unreported opinions will not be covered, but bloggers in business to report information from open and closed sources and do it regularly and is serious should be covered by statute. Don't have an are you making money standard, only WSJ and porn sites would qualify. But if everybody is covered nobody is covered, will not make its way through Senate. Senators Congressman concerned about giving millions right not to testify in grand juries, legislation gets it about right. Courts will decide who's covered. But for those who want coverage by shield law, for bloggers want to be part of the MSM club, will have to abide by certain rules of the road, certain standards that have developed to prevent stories that hurt her from circulations. MSB - mainstream blogging, if you want to get into MSM club a few simple rules. First commandment be honest about who you are and where your funding comes from. Don't have to look too far to find people who aren't. Check your stories - call up the source for comment, if you can't call up the source say can't reach source for comment, not as pro forma disclaimer for slander, make genuine effort. If the subject of your article denies and has corroboration say so, it just might be true. Rumor of book contract denied by publisher agent lawyer and NYT, none of which had impact on story circulation. If you are wrong, acknowledge it. If you are wrong, and we're all going to get it wrong, keep going until you get it right, journalism is the first draft of history. First amendment is for everyone, but that will not be standard for federal shield law, applies to lonely pamphleteer, like bloggers, these people deserve respect, to respect their views, but there is a difference between a reporter and a thumbsucker, we confuse those two things at our peril. We in MSM have been too calavier in printing information that passes as news, we try to live by rules but need to be more careful about what we put on airwaves. But there is no doubt that we're richer and better informed because of this phenomenon. Toying with idea to change my site into a blog, but beginning of a very important revolution. I welcome it, but hope that MSM standards still will prevail and will be embraced by blogging community. Welcome questions.

? Shield Law would not apply to your case?
My lawyers felt it would. Lawyers disagree on this, not clear to me that your hypothesis is correct, but need for law is clear. Colleague could face civil suit. Not about Judith Miller.
?Bill McGowan - Grey Lady Down book coming - were keller and sulzberger anxious about subpoena?
JM - can't comment, they were informed. NYT trusted and was in a position to verify, they knew exactly what they needed to know. NYT felt notes belonged to reporter, other papers felt that notes on their computers made them their own. Much more complicated when corporation is involved. Reports of NYT are premature, will going on doing great work, have no regrets.
JP - Libby walled off from other questions, can you speak with other litigation that you're involved with in Fitzgerald investigation.
JM - Was staring at lunch in prison, wondered what he was eating that day, watched him through years, don't think that he was motivated by anything but desire to get as much information as he could. Needed to talk to all reporters involved, needed to fill in chart. Man with a mission needed to carry it out, I had to protect my source, would like to have an ulterior motive but what you see is what you get with Fitzgerald.
? Killer app is to report. Would Tom Paine calling for overthrow of the British be covered by shield law? How can you do it?
JM - Will be difficult, but provides pretty broad definition, leaves it to courts to sort out. Best we can hope for until you let government decide who's a journalist, better to leave it to court.

John Podhoretz moderating, Kudlow in traffic
? Standards, blog content vs. dead trees?
David Corn, Nation - Blogging vs. Journalism - Reporters gather and present information not readily available and present it, or more investigative, talking to people in corporations, bureaucracies, getting at things that people don't want you to know. Columnists comment. Blogging is more of the latter than the former, wouldn't exist without MSM, reactive to people who spend a lot on news gathering. Sometimes bloggers get facts or documents that others haven't. My pieces for Nation are profiles of politician, may spend weeks talking with scores of people before coming up with a piece. Web column is like going on television, cover it on blog and won't get interrupted. Much better way of presenting information, less dominated by image as in TV. [KUDLOW ENTERS] If Roger's goal is to have a site full of citizen journalists, there's still a lot to be learned from old dinosaurs.
? Richard Fernandez, you were essentially anonymous in blogosphere until recently, how is your analysis strengthened?
RF - Traditional model, look at intelligence model, gather, analyze, distribute, bloggers complement regular media, provide tracking cells that swoop by regular headlines, Bill Roggio at 4th rail, tracking battle events in Iraq, creates a situation map with symbols that allows you a new way to follow the narrative. Can't think of blogs without thinking of technological revolution that underpins them, audience can come up and be the players, audience provides value, bunch of business models take images posted by readers and leverage them, this is the revenge of the guy with a day job. A lot of bloggers have interesting day jobs, medicine, programming, etc., because journalists are generalists they are amateurs in specific areas. Professional military men are bloggers, bring perspective that journalists cannot bring.
[KUDLOW TAKES OVER AS MODERATOR]
JP- Newspaper columnist, there's no particular reason to read me, I have a BA, why read me, because I can put together a sentence well? Columnists were people who didn't make editors, were shunted off from bureau chief positions, the job of being an opinion leader has been insulting to a lot of readers, that people deserve authority solely on the fact that you've been reading me for a long time. It was the words themselves that conveyed authority, not that you knew me at the club. Just because Thomas Friedman speaks to foreign minister in Egypt doesn't mean that he has any more valid perspective than someone in Georgia who can speak to Egyptians.
KUDLOW - I feel better after I blog, good therapy. Doris Kearns' book on Lincoln, refers to media coverage of elections in that era, newspapers were very opinionated, in news coverage as well as editorial. With respect to modern journalism, what's wrong with opinion journalism? Does each site need to be balanced?
DCorn - More like European media, affiliations are clear, the internet, not just blogging, put all media on more equal footing with sources with "objective" standards. Can put up stuff on Web site before NYT, more voices at same time. Things are being "nichified," can focus on the niches, when you had to get sports had to sit through local news, sports at 10.40, now four ESPN channels, fewer points of common ground and discussion. No real venue from a Cronkite to come back up from Vietnam and say things are really screwed up over there. One group can read me, etc. OSM will be the contest of ideas.
JP - Until recently it was possible to have illusion that they were not nichified, were pretended that they were balanced, were speaking from a nice. If you were a conservative you now have a more cosmopolitan media, MSM suffers from misdiagnosis in elections, a blindness that was once echoed and reinforced by one another except small, tiny publications.
?KUDROW - Is NYT site just a big liberal blog site?
Claudia Rosett, WSJ - Ultimately everything is a blog site. Transactions costs have dropped dramatically. 25 years ago with no standing, first thing I was paid for, went to Business Week, will do anything, do housing starts, how do I do this? Plowed through Yellow Pages, made 50 dollars. Today you can Google it up, get it posted in an hour. JP describing system where you're free to choose.
DCorn - Researching article, weeks talking to people in Eur parliament, all of a sudden everything he's chasing is up on a blog. Is that closer to 1860 model, a good thing or a bad thing, really ticked him off.
?KUDROW - Will the market decide, is it enough to create a marketplace or do bloggers need to slow down and take care for objective facts.
?RF - Markets forces you to take care. When you have a reputation, all of a sudden you recognize that you can throw it away and the fun goes out of it.
?JP - The doctrine for readers is caveat emptor, large organizations in media, as in all large orgs most people are mildly incompetent to worse, ten percent carry 90 percent, people don't know it to be the case, institutions are defensive, look, this is a first draft of history, they're messy, we'll correct, instead they say every word we publish is burnished in gold. In mags every word had to be literally checked off, checked facts with red pen. As a result, info was right, but was the article a reflection of reality? That was Time Mag's own fantasy.
DCorn - Isn't there some value in the aspiration to get things right?
CRosett - Weekly World News - most are not true, but that's their market. On the other hand, if you're setting yourself up selling the truth than you have to be careful. In 19th century, bucket shop journalism was prevalent [LK - 18th century also]. There are sites that you go to for gossip. THE SUN newspaper [local NY paper] has atrocities in North Korea on front page. [LK - 19th century paper, I write for it also].
JP - Internet forces modesty, will put controls on Olympian gods of information. JRosen's site, Press thing at NYU.edu. The voice of onmiscience was dead: head of CBS news. Why? Because Charles Johnson took Mary Mapes' document, printed it on a piece of paper, saw that it matched perfectly. Any sane human being could see that documents were forged, still will not say that they were forged, that's absurd.
LK - They got nailed for that, they had extreme damage to their credibility, do bloggers need to be sensitive to those mistakes?
JP - Can't slander. LK - But this is opinion, what if it had been blogged?
JP - If CBS had done it in 1980, Bush could have lost election, orgs would have held documents, they're proprietary. You'd have to presume that they were true. Story would have been true. 2004, they made colossal mistake of posting docs.
DCorn - Blogging gives media orgs an OBLIGATION to post what they know. Times-Picayune had transcripts of Clinton interview, wouldn't.
LK - transparency being imposed, market driven
JP - Not necessarily - On AP they'd provide Supreme Court opinions in full on wire. So only AP subscribers got them first, reporters got them, weren't not trustworthy, but papers may print it. Now everyone gets it within 5 minutes, more coverage, more context from more writers.
LK - Bloggers don't have excuses, then, we all have biases, just let it rip?
RF - Don't think so. Stock analyst was interested in finding facts, would go back and forth and look at the facts, the truth is not a static thing, if you have a good working theory it becomes more solid over time. There's a lot of collateral information out there that provides an approximation of the truth.
LK - Are we all going to be working for the United Nations? [Web ownership is issue]
CR- More oppy to spread lies, more oppy to spread truth. There will always be markets for lies, there's a bigger market for the truth. Gave talks in Soviet Union, gave example of Barrons and Dow Jones who sold truth, not tips. That's the thing you really sell.
LK - Optimistic or pessimistic on Internet Takeover?
CR - Dodged bullet this time, vast bureaucracy, once bureaucracies get rolling they'll be back. There's a plan here and the UN wants a chunk of it. The midnight ride of Paul Revere comes to mind, take to the blogs.
? Geographic dispersion, flattening of information hierarchy, not flat, bumpy, who has access and analytic skills? Tom Friedman example brought up, local knowledge has been able to parachute opinion.
LK - Iraqi bloggers were telling us that turnout was going to be fabulous while MSM was saying there'd me no turnout, came from on-the-ground bloggers.
? Webloggers bringing modesty?
DCorn - MSM ethos of accuracy and objectivity - no one's really objective, but having an opinion doesn't mean that you have to load it. Bloggers aren't going to be objective but should reach for a standard of accuracy. Bloggers need to grapple with this, lessons to be learned from objectivity of MSM.
JP - Cautionary blogging story. Washington Know web site, Scooter Libby indictment, Steve Clemens had been told there'd be 23 indictments, Fitzpatrick getting office space - every piece of information was untrue except for AN indictment. He was therefore humiliated in the space of a few days. But he had SOME info a year earlier, blew his "bona fides". If you say "X" is going to happen and it doesn't happen, not good, that's a problem. Other problem is comments section, a great threat by comments section, great worry is what someone build a slander case because of comments.
DCorn - I have completely open comments. JP - At some point or other someone's going to say something and someone gets sued. Keep in mind.
CR - Brand names, you can trust that you'll get what you expect, fact checking, versus Weekly World News. Destiny of OSM, attempt to build brand. If content doesn't live up to it, then fine. More investment.
RF - Blogs for the moment are confined to opinion, you found your story on mainstream media, but when you get from primary sources from blogs then it's dangerous.
DCorn - Future of journalism is webloggers competing with MSM on primary news.
LK - Isn't one objective of OSM on-the-site news? Motivating thought?
? Need more fact-oriented reporting, budgets forced cutbacks on actual reporting, replaced with attitude and zip, they've thrown away the killer rat to save money. Fashion reporter from NYT: don't care what laypeople think.
JP - True that there's been cost-cutting, if Tet offensive were today, if Cronkite said we can't win war, military bloggers would say otherwise, you don't know what you're talking about, would have at least meant 1977 story of victory was told?
[COMMENT: The killer rat comment is the key. Weblogs bring the opportunity for facts to debate with opinion more effectively than MSM.]

Fashion types, sorry folks, wouldn't know them from Adam or Eve...it's interesting that there is a strong component oriented towards women from the get-go, gives depth equivalent to Salon and other online properties. Great enthusiasts with a loyal audience, brought together like a pickup team in sandlot baseball. Moderated by Tom Julian, with guest voice "The Manolo."

? What is your brand personality?
Elizabeth Hayt - I think blogging is absurd, "That's why we want you!" Never read blogs, for rich people with too much time on their hands and who feel disenfranchised. Shilling book, "I'm no Saint," write on lifestyle. Interact with consumers, go to a trunk show. etc.
?How do you manage your blogging space?
Kim Weinstein - Constantly going through women's drawers, have too much stuff and not enough money, not enough stuff that appreciates in value, bred to be consumers. Don't need all that stuff, it's okay, just read a book.
Etc...
[COMMENT: Bloggers as artificial friends, chatting with you, open emails, voyeuristic but via weblog comments a relationship of sorts.]
Wedding blogger, trying to get her boyfriend to propose.
? Audience?
Women interested in fashion [Yes...] huge age range, older women who are married, 18-20s. Women who read mags but don't want to wait a month [COMMENT: Mags still adapting to new editorial cycle], large Asian audience.
[COMMENT: This goes on and on, the key point: with the exception of Elizabeth Hayt these are pretty mainstream types, somehow propelled into the spotlight via weblogs. Will tend to highlight things that "normal" people can access. Hayt plays the typical "weblogs are junk" card yet enjoys the idea of being able to use them. Still very much a love-hate thing with weblogs from MSM types, we'll see how some of these adapt to this new environment. Is blogging all about meanness? Maybe not, but it's definitely more visceral. In that sense it will be interesting how OSM's claim to want to be raising the level of dialog will work out.]

Sex life same as shoe life...? I am out of here on this one.

Charles Johnson site demo: Typical main navigation categories, tip form, "keep digging" links to related content. Newstex provides links to news headlines, updating live, see what AP is doing. "Blogjams" - equivalent of "Meet the Press," Topic is thrown out, then they can post comments, but in a more focused manner, perhaps more of a debate - present "two sides" but more cohesiveness desired. Archives for everything, modeled on news portals such as Yahoo! News.
[COMMENT: The jams are a nice touch, but everything is fairly traditional at this point. It will be interesting to see how the editorial mix matures.]

Andrew Breithart: We're all friends in the blogosphere (?)

Roger Simon: Sorry I have to read a speech... [COMMENT: Why the fedora? We can guess...]
Moment of weblogger in pajamas bringing down a news anchor has brought a new moment, times have changed, we need to be constructive. OSM a new meeting ground for opinion and news online, a unique home for citizen journalism with mainstream media journalists sympathetic to our goals. That new media paradigm. Will evolve into the global news service of the future, with a firewall between news and opinion, fact checking, etc. The internet is an ideal environment for fact-checking, we have the opportunity to be more accurate than mainstream media. Tsunami, Katrina shows that blogs can scoop MSM. Media fails to correct itself, we've made plenty of mistakes ourselves, but theirs are buried on the back pages. In our allegiance to openness, we'll post our mistakes on our front pages. We're only beginning this effort. We have other new approaches that we'll show you in a few minutes. Journalism not created by elites but by citizens who desire to speak honestly. Some will be prominent writers, overseas editors [SCRATCHY audio on web video from Barcelona] First correction - Iraq abolishers will not have a feed. OSM seeks to expand influence of citizen journalists, don't intend to overthrow [???] MSM, MSM fosters partisanship, OSM will foster dialog. [COMMENT: Is this the Silent Majority in sheep's clothing?] Princeton Poll: 43 percent don't like to be called liberal, conservative or moderate [COMMENT: Similar to Mike Bloomberg's analysis of NYC electorate. Perhaps his was the test model?] Won't be all politics all the time, more lifestyle, fashion to spelunking. On business side, $3.5 mil in bank. "New Yorker" profile to weblog visitors, upscale, early adopters, influencers who create trends and fashions.

Well, if you wanted to have a symbolic place to launch a new weblog media property, the Rainbow Room atop New York City's Rockefeller Center is as good a place as any to do it. Literally atop the offices of NBC and towering over other major media company headquarters, the Rainbow Room is nevertheless an unlikely place to launch a company that, according to its press kit, is dedicated to "the free and respectful exchange of ideas expressed through citizen journalists, coupled with a dedication to honesty and the truth." Open Source Media is being launched through a ".org" address, but with $3.5 million in first-round venture capital financing it's hardly a charity effort. Neither are many of its forthcoming authors folks from the hinterland wiping off their overalls to place fingers to keyboard: Judith Miller is very recently ex of The New York Times and hardly low-profile. Other contributors (The Nation's Larry Corn, CNBC's Larry Kudlow, The New York Post's John Podhoretz and WSJ's Claudia Rosett) are also major media fixtures. We'll see how this goes, but it's certainly a mainstream approach to a media property launch. Weblogs are now thoroughly mainstream and seen as a key leverage point into the psyche of today's audiences.

Following are our live posts from the event, starting with a wrapup piece.

Dan Wilkinson, Vice President, Business Development and Implementation Support

- GS1 US Organization - where you get your UPC codes, all non-profit for Uniform Code Council, Inc.
- Now 1SYNC
- Adressing inaccurate supply chain data
- Takes 4-6 weeks to introduce a product into the supply chain, with data synchronization can be down to two days, goal is two hours
- Without synchronization, multiple channels that are error prone
- Wal-Mart's maintenance for items went from 15-30 days to 1 day
- GSDN - Global Data Synchronization Network Launched August 2004
- A million unique items
- Synchronization a fundamental element in preparting for advanced ecommerce
- It's on a truck, but what is it?
- Object naming server, like DNS for URLs
[COMMENTS; Very nuts and bolts stuff, but I think that it's important for pubishers to consider how they can use this process to update their keywords and tracking services for advertising.]

John McNicholas Marketing Director, Databases and References
- Getting to know your customer, improving overall user experience
- Aviation Week Group - mags, newsletters, conference products, database products, includes homeland security directory
- Key custs b2b, played with enthusiasts
- Click analysis - know where they come from, where they go to [COMMENT: EXCELLENT graphic analysis tool]
- World Aviation Directory - Print standalone, 20,000 company listings
- four years ago a Web site that wouldn't interface with anything else, buyers' guide that didn't' do much, needed world class DB
- Fully integrated products in site, my awin, find a fleet, find a supplier, program tracker links built as buttons into content level, not segregated
- Tools help users mine database effectively [COMMENT: excellent content integration and design]
- Give people personalized information the way they want it
- Used to carry plane fleet data, pricing still around $600, buy it just for the fleet data alone [COMMENT: don't worry which component rationalizes the premium sale, whichever one works for the user. Implications for bundling]
- Marketing - use free users for conversions. Can personalize searches,
- Directory evenly split between ads and subscriptions, subs complained about having to pay for ads, but at the end of the day they didn't complain, ads made the site lively, surround users with the info that they want.
- Sites are all about the database [COMMENT: Ad content as contextualizing database]
- 100 percent increase in site usage after DB integration, renewals up slightly
- Small custs biggest challenge, need small business solutions like BusWeek
- Future - all about transformation to meet clients' needs
- Need to sell what we have to existing subscribers, need to keep learning [COMMENT: Managing in a saturated market is a challenge, can't grow more aviation experts, have to cater to them more effectively via DB integration]

Bill Baird, President, Baird Direct Marketing Inc.

- To bride: what time is the wedding and when is it being held? Context
- Context is king, key drivers, drowning in content, etc.
- Vast majority would like personalized content in email- 87 percent of 18-24s
- PAVE - Positioning, Accessibility, Value, Exclusivity - magnifies content value
- HighBeam library of content, with alerts, RSS options well placed
- ThomasNet - Receive the latest industry news links in context
- Taskbar icons, e.g. XML feed links, system tray icons with alerts updates
[COMMENT: Good stuff, but basic - yet many don't do these things]

John Barnes, EVP Strategic Business Development, THomson Gale

- How we've shaped our thinking about search
- Thomson Gale, 8.5 bil company, in learning segment with e-learning company, had almost no web business
- Reference, journals, primary sources (image docs), still some microfilm, still large direct sales force, great products that libraries love
- Getting less connected with users - library usage still up, but no longer first place that they went
- Very little search activity makes its way back to users.
- Private collections accessed least. [COMMENT: Quality not a powerful venue, quality gains value in a venue]
- Premium content not first choice- EPS report shows librarians see few using subscription DBs, users see even less need
- *** "If the library is the store, the user had left it."
- ECNext has held the hand of publishers, tried a few things. Goliath - offered xactional model, subscription, ads, traffic soared
- Pros using Goliath, closing the Google gap, 4 million users a month, one of the largest ad campaigns on Google, go for company keywords, sell company profiles
- Still want to sell to libraries, how can users get back to the library?
- Search a powerful way to reach users, answers.com, wikipedia has good answers
- Content granularization and online marketing is the key - search box on your own site needs to be flipped, create pages for engines, turn database upside down
- The rules of the game are quite different; users do seek premium content and will pay for it.
- OPA stats about 1 billion in content commerce, mostly music but research growing
- Bridging the gap between search and libraries - Access My Library; just starting, 5,000 libraries, inviting publishers to come join, not all altruism, looking to push renewal rates

Janice McCallum, Shore Communications Inc.
- SE ads and contextual ads are in early stages, content varies in uniqueness and value
- Not all content is the same, may not be right for specialized directories and publishers
- Relevant ads turn users on, don't like ads that annoy me, if it's relevant and useful is key

Jeff Leibowitz CEO, The Laredo Group

- Train buyers on how to by OL ads, sellers on how to sell OL ads, work with publishers to monetize sites
- OMG Google is selling ads is equivalent of Neiman Marcus saying OMG WalMart is selling clothes
- Markets exist due to imperfect knowledge, Web makes knowledge perfect, who has best deal, OMG, need to treat customers]
[COMMENT: Key theme of conference: death of marketing as a predatory activity]
- Not a gimme that google doing print ads will replace rep firms
- requested or a sold solution: still a need for a sold solution
- Google is ultimate department store, but sometimes you want a boutique, role of pubs, ads associated with 'noble content', you're just and ad to Google
- Pubs talking as if their product is a commodity because Google said it is
- Ads in MS Word? Ads in eBay? IT used to control computers, not now, still a huge role for publishers

Joe Douress VP Business Development and Marketing, LexisNexis Martindale-Hubbell

- MH 1968, Web 1996, Martindale.com.
- Best referral is from another lawyer, web provided oppy to repurpose database of attorneys (lawyers.com)
- 1998 lawyers.com, several overhauls, now about 10mil visitors annually, #1 lawyer directory
- In competitive landscape need to prove quality over quantity
- 440,000 lawyers, 40,000 firms, 15 million searches, 15 mil plus profile views, VALUABLE CLICKS, they have immediate need
- Start with the user - don't bite hand that feeds you, do focus groups, poll them
- Lawyers trained to negotiate, say they don't get much biz from sites, but users say yes
- polled 7100 visitors, about a third claimed to have hired an atty, about $3k per hire, millions
- Cost of acquisition is key
- Advertisers [moan] about cost of clicks, but they get many other outlets plus lawyers.com, still, gee, more expensive
- Sales needs to explain difference between contextual clicks and search clicks
- We coexist, but primarily marketing relationship
- Largest legal advertiser on Google, prob same for Yahoo, still with AOL
- Don't rep for Google, no AdSense, all in-house with own salesforce
- Lawyers want preferential placement, paid inclusion, looking at other models' potential
- Lawyer says will convert 41 percent of calls, other gets 75 calls a month - will pay per call work for small businesses?
- Pay for performance creates variable expenses, tricky for client to manage sometimes
- Buys 50,000 legal keywords [COMMENT: Basically creating a search taxonomy via paid keywords]
- Better click-through each year to lawyer sites
- "Holy Keywords" lawyers, etc. they find them
- Who knows where this is going, but it's been a good relationship with search engines


Sean Brooks Vice President, Business Development, TechTarget

- Careful with placement of ads on pages, affects performance, but if someone comes to site, clicks can mean lost users
- Can't choose sites for AdSense, google doesn't fully understand quality issues for B2B sites
- IndustryBrains sells what sites you will appear on, backs quality of site to build CPC
- Google now sells banners, your URL is in with a million others
- Can't build CPC model across 55 sites, as a media company have different products, Google gens a small percent of our revenues, sales need to be focused on products that will generate most revenue, they have 7K advertisers, depends on market
- Click-throughs under 2 percent
- Each situation requires different action, good to partner in some situations, small sales force and advertisers understand value proposition may want to try it yourself

? Noticed on search engines, esp AOL, in search box selling domain names when address is search terms, is that going to be standard?
TT: can't do a lot, Google protects against using company name in ads, as long as not your company name OK in their mind, kind of a slap in the face, have to buy your own name
MH: very aggressive on protecting IP and copyright, lots still in the courts, don't run in to it a great deal, peer review ratings may have limits to use, consult with an attorney
LG: Will be cost of doing business
? WHo your market is ?
TT: IT professionals

Russell - Community for data, at core of product
- Getting ahead of customers? Can they take advantage of them?
- How do we keep custs using our products?

Craig Pisaris-Henderson, Chairman & CEO, Miva

- Bedroom startup
- New Media - beginning or end for traditional publishers?
- Publishers need to leverage performance marketing to protect brand and content, embrace it INTERNALLY or you will lose brand effectiveness and lose market share
- Challenges: Ubiquity, supply-chain shift, expert source less important, content packaging less relevant, original content exposed
[COMMENT: Users not thinking about sources as much? Yes and no, the relevance oftentimes speaks for itself and BUILDS brand value.]
- $12 Bil online ad dollars, IAB
- 15 percent of time, 4-5 percent of ad dollars
- from cpm with low relevancy and ROI accountability to CPC, where both are high
- 21 percent search 4 or more times a day, 35.1 percent at least twice
- Euro spend - non-search engine growing
- Search engines competitors, they are not here to serve you - PERIOD, of course that's my business' premise.
- Google re-creates content based on your content [COMMENT: Why be long tail outside of it?]
- Contextual ads will be huge - $17 billion , contextual, mobile, behavoral 2 bile, VOIP 4 bile, PayPerCall 4bil, Local 5bil
- reduction in traditional budgets - 26 percent of online spend will come from direct mail, 20 percent magazines [COMMENT: What are these magazine M&As thinking?]
- Make sure that you track portal growth
- Most google revs AdWords, 657mil, yahoo only 178mil from primary search
- Miva long term strategic alternative to Yahoo and Google - Y&G tactical, Long-term Miva
- Compete with them, don't depend on them for brand, content, market share
- Solutions with publishers in mind [COMMENT: rest is pitch]
- Need to concentrate on retention
[COMMENT: There are some publishers that are this far behind, I suppose, but heaven help them]
- Go from simple tagging to keyword matching, build behavioral attributes into content, build behavioral profiles
? Patrick Spain - Users at bottom of heirarchy? Users like search engines, why not accommodate them?
- No hostility, we service search engines, need to think about sustaining traffic, difficult to sustain positioning, you've got challenges
PS - I think it is sustainable, shouldn't ignore it
- Don't want to be dependent
? Content packaging less relevant?
- Information everywhere, almost a blind trust that regardless of where you get content
?Thomas B2B relationship?
- THey've started new site
- **Euro market almost as large as US pay-per-call market

Tom Elliott Founder, Uptick Data Technologies
- How to achieve economies of scale for commentaries that must be updated?
- Rules based text generation may be in your future, "we know what the meaning of 'is' is."
- Scalable, objective software to build customized products.
- Sources from lipper, morningstar, Thomson, FactSet, client data, third party, engine analyzes and generates new text on FundXtra.com, etc.- First app was for mutual funds, 15,000 funds and growing
- Rules-based, repetitive processes so that people can focus on creative analytical thinking, save money
- For none of apps was staffing reduced, just redeployed editorial assets more effectively.
- Don't have to have "one size that fits all" reports, can be designed for specific tasks, "cheat sheets" to get them expert on specific funds, etc. give him a bunch of bullet points from which they can sell.
- Reports with due diligence, selling, fact sheets, etc.
- About 230,000 mutual fund reports, not a word comes from human beings
- Don't have to be in English, can have "spicy" text, not right for everybody
- Appear on many major platforms
- For investment managers who need to write quarterly reports, takes two weeks, cut it down to a day, freed up highly paid pros to do their work, not be authors.
- Got great feedback, "I love you, you are my free pass out of hell."
- Enron changed retirement game, cust reports for ML retirement group, using client's database, plan-specific, points out investments that may not be in compliance, will "keep you out of jail."
- If you are running a 401k for local business, looking at business pages too general, give clear advice to professionals who don't know about finance deeply, endorsed by many compliance officers and registered principals.
- With First Call creating story databases, operating in near-realtime speeds, about 20,000 per quarterly earnings period. Can compress time to delivery high-value product.
- This is what we do with technology today, when started in 2000 not sure who would do what.


Peggy Hatch President/Group Publisher Target Marketing Publishing Group North American Publishing Company

- Swipe file "got out of hand," founded "Who's mailing what!" Newsletter in 1984. In back of letter was listing of mails coming in. In order to access listing had to be a subscriber, paid to look at direct mail samples.
- Mailer Name, Offer Description, Mailing Category, Month/Year Received, Mail Size, etc.
- Archive in Philadelphia, turnaround would take 2-4 days
- Great data, but data was needed as a prospect tool, launched the directory of major mailers
- In 1993 acquired by North American publishing company, online searchable database in 2001, free access, samples were still premium
- BUT packages weren't scanned, needed more data gathered on each package, custs agreed to sign multi-year agreement if they would do it.
- Started scanning 2004, scanned first as low-res, then as High-res Full-size, now selling archives by slice, ez pay plans available for ad agencies (draw-down line), can license full or partial data
- Next steps - platforms for markets, insurance, will gather more data to make it more specific, adding directory of mailers data
- Offer different audiences different price points

Tom Johnson, EVP Carroll Publishing Inc.

- Data on 300,000 government execs. "Pretty boring, huh?"
- Even obits added photos, logos, more content, took as example [COMMENT: The dead bring govt data to life! This is a brave man, taking this on at end of day.]
- More Web site visuals, added pictures, more navigation, plum graphic for plum appointment positions.
- Handmade org charts, stale already by printing, developed proprietary software building charts from nightly database updates.
- When Brown resigned from FEMA data was in there next day.
- See more people on online chart with infinite page size
- Adding room numbers and phone numbers via icons [COMMENT: Actually this is pretty cool when you come to think of it, who else out there has an effective near-realtime org chart update tool?]
- Maps - maps of regional responsibilities, congressional districts with links to congressperson pages
- Detailed contact information, FSCM levels, civilian and military

Jim Fowler, CEO and Co-Founder, Jigsaw Data Corporation

- People spend 1/3 of their time finding the right kind of people to contact, gatekeepers make this painful, marketing departments go out and buy data
- Everyone goes out to buy data, but building harder than maintaining
- Jigsaw founded to solve this problem, global contact marketplace, online business card exchange, users buy sell and trade bizcontacts, up from the ground approach, collaborative and self-correcting, at very low cost
- Picture worth a thousand words: 16,000 for Medtronic, Inc. Chevron 12,559, JP Morgan 10,659, etc.
- Contact costs 5 "points", one person's trash is another person's treasure [COMMENT: like "go fish" or hearts]
- Every contact has been added by a member, is complete and with email address - no blank fields.
- "Challenge" button allows users to correct info, same number of points as a new lead.
- Building data is easy compared to keeping it clean.
- summer '04 a few thousand contacts, now 1.4 million, growing at 10K a day
- 2 criteria: is a business contact, is correct.
- Trade: Get 2 for 1
- Buy: buy points to acquire contacts, $1 per contact. A LOT of members buy a lot of data.
- Monetizing content, they broker it. Jigsaw does NOT pay money, they broker.
- Users can make real money, top ten members have made $3,000 each selling points, if you can do your car payment on the side "that gets interesting." [COMMENT: As in my weblog, a transparent anonymous market is key]
- No "free," all value- or money-based - can pay for 25 contacts monthly.
- Our mission - map every business organization on the planet [COMMENT: Google-like goal] so far all English, making it transparent, keep up to date for collaboration [COMMENT: also providing internal QA function to expand cleansing that social network may not cover]

Lou Morsberger, President and CEO Service Ratings LLC

- Consumers lack service business info and wish it were online. 70 percent have a problem finding services providers, worried about getting ripped off.
- $700 Billion market, trying to shed light on it
- Hasn't this been done before? Not the case, plenty of success stories for gathering feedback, but product-driven, or hobbyist driven - consumer goods, restaurants - but services are overlooked. Very granular audience, small geographies, hard to get voluntary feedback, low sex appeal. Yellow pages services with feedback on AOL, but in Philly of 500 plumbers only 36 ratings for 27 plumbers. ValueStar participants vetted, good credit standing, no adverse judgments, do survey of custs, maintain data.
- Businesses get free info, assurance to consumer, can see what CONFIRMED consumers are saying. Rewards program, 1 percent rebate for service experience feedback. Businesses can customize.
- Each business has at least 25 consumers with feedback, ValueStar drives traffic
- Business pays only for business influenced by ValueStar - low risk, high ROI - credit card driven measurements
- Surveys and Benefits Offer Continuous cycle of user input - as users appreciate benefit, credit cards can be enrolled. Long term, the business scales with search engines and credit card companies, think of what embedded benefits could mean for credit card companies.
- ValueStart cust makes purchase, xaction matched in background, commission collected, survey sent to consumer, when reply received benefits received, update rating
- "Get the consumer benefits right and good things happen."
- Credit card surveys benefit eBay's feedback mechanism for the offline world, will be what D&B is to trade credit what Nielsen is to TV ratings [COMMENT: Maybe, potential is there for something huge, CPG equivalents show that this can be successful]
- Exclusivity enhances appeal, include ONLY businesses that meet quality ratings, consumers have to be true customers, can't "game" it, valuable incentives.
- Towards consumers, value is guarantee and reward, San Francisco now, going nationwide.
- Pay for performance OPTION - paying for business actually transacted, makes it easier to get businesses enrolled [COMMENT: PPC-like structure to encourage use.]

Tim DeMello, CEO and Founder, Ziggs Inc.

- On average every business professional is crawled every day.
- Can use your professional profile professionally (?) Free networking sites could be a serious cost to young people trying to build career, can hear search typing on phone.
- Today there will be 50 million searches of business people every day. Pretty soon they will be typing names into MySpace.
- Your profile is really, really important. People can post a profile, bio, etc. on ZIggs
- Launched in 2003 launched 04 with million profiles, now 3 million profiles for 92,000 companies
- Angel funded, no VCs, $7.5 million, powerful indexing
- Need to understand your search results, not just your name.
- Searches oftentimes category oriented, e.g., IP attorneys in Atlanta
- People are searching for people's names, but really searching for a good profile
- Content sources: user-filled template, free, know what pages are a profile with face recognition, etc., more content from companies submitting to make sure that it's updated regularly.
- When people are dismissed taken down, updated on promotions, real-time referral alert on searches that hit your page, $4.95 premium service. Alerts within a minute.
- 5-10,000 a day growth, gets competitive, people want to have the best profile
- Shows up on search engines, corporate sites
- Ziggs WebPro, Real-time referral alerts, search engine placement costs $25 per user per year.
- Getting towards critical mass

Q&A
? For Jigsaw, part of your goal is to map every business organization, limited to what's on a business card, any initiatives on mapping organizational structure?
- Yes, cards public info, reporting to was an idea at first but attys pointed out that it would be a trade secret, can't divulge data without COMPANY permission.
- Ziggs - only compiling data
? Reaching critical mass, what did it take?
- Service Ratings - how many providers before positive user experience? Maybe a couple of hundred, so consumers could come away with something, need to focus on specific categories, could buy public data, consumers may not get additional data to see something
- VCs loved idea, how to get mass?
- Ziggs - decided that 1 million were needed for launch, went and got them, quality would attracts participation.
? Used to have huge budget for hot tech company, wanted salespeople NOT to have it, what do you do?
- Fowler - I am a sales guy, being listed on Jigsaw happens without prior permission, proving contact info ratchets it up, thought long and hard, knew model would work but would it be accepted. Only database that allows you to set preferences for personal "rules of contact"
? How do you guarantee?
Service Ratings - $1,000 guarantee, businesses are jealous of relationship, when dissatisfied customer called response is quick.
? Salespeople and quality data entry don't go together. How is this better?
- Difference for Jigsaw is the carrot and the stick - every action gives action or a spanking. 2 for 1 rule works both ways, more automation to check, "Bounty Hunters" concept, tattle on others. Arbitrators idea like Wikipedia. Since complete info is required up front, hopefully will solve.

David Jung B2B Blog.com

- Where am I coming from? Marketing Manager at ESPEC, Blogger at b2blog.com
- Can't invest in any one vertical market to sell
- Industrial Quicksearch, Thomas sales rep doing online listings, called people unannounced, "what are you doing saying about things about us on your Web site?"
- Clicks are not leads, BUT...do I have any thing else to measure? More than I had ten years ago.
- Let custs qualify themselves via clicks
- "A Paradox of Choice" book - not enough info, yet want to maximize value
- Scent of information - user is not always looking for right information but the SCENT that will make finding it intuitive.
- Quality of audience - not skimming users from Google that I might have missed,have been using Google actively.
- Statistics don't lie - 74 percent of clicks from Google, Yahoo 15 percent, MSN 9 percent, IQS 1 percent, Thomas 1 percent, ads have to follow traffic.
- Paid clicks - Google AdWords - 297 clicks, $1218 for 2 months, PPC $4.10. Labx.com, 120 clicks @$249, PPC $2.08. This is attractive audience. Fixed price, not performance. ThomasNet 77 Clicks,
- Google AdSense - 90 Clicks, $329, PPC $3.66. Yahoo Search 48 clicks, $16, $0.33/click. GlobalSPec.com, 38 $0, $0/click, KellySearch not fantastic.
- $x Traffic from Google than ThomasNet. Sees it as LONG TAIL, opportunity for growing penetration. PAY 4X per click on ThomasNet.
- 27X more traffic on Google than IQS and ThomasNet combined. LESS THAN 7 percent of GOOGLE TRAFFIC IS PAID.
- The user experience - comparing sites. How do users get to my site, how are users finding the scent, seeking names they recognize, e.g., "environmental test chambers," "humidity chambers," "208V transformer"
- 66 of top 20 results are vendors, true for AdWords and organic search, competitors, other third directories and bad results, AdWord accounts same hold true, directories compete on AdWords with them.
- 40-50 percent of results are substandard vendors.
- Google gives strong scent of information, screen grab, his results looked way too busy to right info was in the search results snippet, search words bold, many ads don't use search words.
- Top listing on sample search, kind of a dog, next listing, picture of transformers with selector tool link - scent of information, but results aren't perfect.
- ThomasNet - different set of challenges, Top 2-3 listings were substandard, 65 percent were substandard in top20, why pay 18 points to get to number 14, each point $240 dollars [COMMENT: like AdWords as your main search results]. majority of links are to home pages, not products. Great scent of information in search, get list of transformer suppliers, but goes to HOME PAGE, click, click...oops? No details? That's the top listing?
- Thomas does the job to get the people to the Web site but drops the ball when you drop them at the Web site home page.
- GlobalSpec - scent of info problem, too many choices, not enough distinction, good content but 60 percent of top ten are substandard vendors.
- GlobalSpec search results, categories, don't get ordered in most accurate product mapping. In correct category, 115 products from top provider, try advanced search - LOTS of details, STILL get 1400 products, a distributor, not MFR. is top link. To company listing, product details don't match to parameters. Click on company link, to home page, more decisions.
- What's wrong - being sold on clicks and page rankings, but users judge on relevant results. We assume that you have a unique audience, but when I see Google, are they just skimming audience that had passed by my site.
- They want to user categories within directories, so many, have to keep looking, search does not use categories, that's tough.
- Yahoo started as a directory, have skipped to search results.
- What's that all mean? Google rules, it ranks on relevance, traffic is not contrived, uses search to drill down.
- User needs familiarity with tools, usable, depth of content, stickiness, get them back to site.
- Advertisers' needs: is PPC like crack? Want to hear more about audience, clicks are just part of the puzzle.
- Our landing pages "suck," should I take ThomasNet budget and spend on better pages?
- WE NEED AUDIENCE - hoping Thomas leads are more valuable.
- Good sites - Labx.com, eTesters.com, VerticalSearch.com. Labx for active shoppers. eTesters - Quality user data, converting location of IP addresses. VerticalSearch.com - Just started, trade publications, quality articles, looking for more content like products, a Google model
- Recommendations - Paradox of Choice books, ICG Online Buying Guides report, his blog.
- NEED B2B product reviews, active editorial, user participation, relevant results, users pay, niches rule, help with landing pages.

Dales Denham, SVP Advertising Specialty Institute
Promotional products industry - any thing with your logo on it, $17 Billion industry, he doesn't sell it, sells to trade - magazines, etc., lots of small businesses
ESP - Electronic Source & Photo user interface - charged 5X more than competitor, S/W was not as good as competitor @ $495, had to react.
- Consolidated data & software responsibilities
- 700,000 items released in first few weeks of year
- Hired seasonal data entry staff rather than outsourcing, other items outsourced (e.g., cropping out backgrounds to provide consistent and professional look - repeatable work, outsourced, saved money)
- Segmented suppliers based on spending levels, 6 levels, top levels got input in 10 days, etc., most visible to clients, so it was mutually beneficial
- Highest spend suppliers ranked by relevance, etc. but default sort has ones who spend most money with them come up first. May lose ad revenues on DB, but they'll buy ads elsewhere, happier customers.
- Amazing how little we had measured, then did lots, then chose what was worth doing
- Removed data after two years unless they respond to letter asking for verification or removal
- Only 40 percent bother to look at their data in ESP, most don't want to do the work. All they have to do is tell them that it's wrong and they'll fix it. Lots of competitors rely only on suppliers, provides ASI a competitive advantage. Also gets normalized in process.
- Also fixed software quality problems, better design. Listened to customers, sometimes they didn't agree with strategies, needed it to balance input. Also LOUD users who were not necessarily profitable, were running show in 1990s, but now turned around, now listen to MAJORITY of users.
- Also keep popular functionality sometimes, even though it may "break" design rules
- Highlight data strengths via good design - e.g., timeliness of data, etc.
- Invest in design (picture of 1-year old playing with computer) - don't settle for "good enough" before out the door.
- Stay away from technology for technology's sake
- Results - most data problems solved in year, 50 percent costs reduced in first year, addl in second year, happier custs, employees, from 6,000 users and custs to 19,500 users. Focus on best data first, sell difficult accts with quality when others fail, listen to clients with BALANCE, spend lots on great design.

Kelly Gay, CEO KnowledgeStorm

Raise of hands: lots of lead generators in audience. Lots of marketing professionals also.

KS is a lead generation vehicle, have same issues internally with their own sales efforts, apply lessons to clients.

- Google huge partner, loves Google, but lots of custs
- The lead gap - 79 percent of all leads not followed up on by sales
- of remaining 21 percent, 70 percent are discarded!
- Leaves 6.3 percent are worked to a viable conclusion
- Causes - poor target market definition, lack of consensus on what is a lead, lack of integration, every lead is handles the same way regardless of readiness to by, lack of training and measurement on conversion of leads
- Buyers - study of users, "Which resources do you go first?"
36 percent Internet directories, etc.
- Purchasing behavior - on site for acuisition, info, replacing solutions, competitive research, 18 percent all four
- Buyer purchasing behavior - Multiple people are typically involved in a decision to purchase software hardware or IT services, only 7 percent one person.
- Buyer purchasing behavior - the purchase of IT solutions takes time for each step, discover the need problem, mean 2 weeks average 17 weeks.
- "Give me the good leads." Sales people are not nurturers.
- What do you think we hard from Marketing/Sales?
- Salespeople: "I did not call 50 to 80 percent of the leads because I could tell they were not any good."
- Before changes to lead process: little process, little data on effort, functional goals not necessarily tied to company goals, little consistency of messaging to custs (did project to see what the results)
- Changes to lead process - She let people she cared and paid attention to details, performance metrics enforced on process, weekly review meetings, missed one meeting, in one week went down, moved effort to small group of salespeople who could handle the process, tracked in SalesLogix. Bottom line: 10 contacts work, no more, no less. Accept feedback on lead quality. Initated pre-sales team to pre-screen, direct leads to right resource, filter out duds, sent to "nurturing campaign." CMP big partner. Bimonthly meetings process-oriented important.
- Very dynamic process, never done, build progress on progress. Always grey, never black and white.
- Practical next steps: assess your lead gen and management
- After changes, 34 percent of business comes from their own lead generation and follow-up, 2 reps out, 3 in, self-healing - other reps take care of existing accts and strategic accts. Lends itself to internet-based sale, turned process into white paper for customers.


Charles Meyst - CEO Business Partnering International
AgencyFinder.com, new business development service designed for virtually any ad agency, PR firm for marketing services, "e-Harmony.com of our industry."
Data driven screening with highly personalized assistance.

Pushes agencies to register and correct, update or just visit occasionally.

- New agency model; traditional model free lsitings, paid circ and distribution, new model paid listings w/free internet access and use. [COMMENT: Interesting parallel to Open Access in scientific publishing]
- Fair amount at stake for agencies, avg gross income $75-150K
- Agency pays one-time registration (certification), only $2,500
- $3k annual fee, proven modest, for opportunity to be found.
- Needed to make sure that they knew who was providing them the leads, wouldn't let searchers know ID of agencies until and unless AF.com was in middle.
- Home page [COMMENT: dated design, but effective enough, good navigation]
[REFLECTION: Amazing how quickly the core skills of the database publishing community have become online skills. A seasoned veteran talking about the nitty details of online design, noting stats on click-through, etc. The tide has turned big-time.]
- Much of what expensive consultants provide available for free online
- Process - {COMMENT - Unreadable illustration] After candidates filtered by client search, they are looking to 25-30 candidates, AF.com issues invitations, they don't screen calls, just arrange intros, 2-3 agencies wind up making presentations, one wins.
- PERSONAL TOUCH [COMMENT: Content as experience.] send confirming emails, coach agencies, favor no contenders, then step aside, then acquire feedback, they provide info on who made cuts. Needs legal docs, disclaimer, cannot warrant info. Contenders need not be fee-paid.

Tim Walsh President and CEO epipeline

- 14,000 government reasearch contracts, Federal, State, Local, large IT contracts, "re-competed" outsourced to Northrup, etc.
- Military bases, etc., outsourced to contractors, Halliburtons, etc. for Katrina. $2 TRILLION spent over next 15 years.
- Federal govt, posted on fedbizops.com, generally need to go to 2-300 sites.
- How to acquire information? Govt releases contracts, finite resources, had a process for measurement and 29 rules that related to contract. Dates, what phase contract is in, etc., to put in system that allows them to automate system that provides reports to researchers. They prioritize reports.
- Key metrics: fed business announcements, status of contract, value of the opportunity, nubmer of contractors who are tracking the opportunity.
- Procurement cycle - Pre-RFP, proposal, Source Selection, Award. Most info in proposal phase - from 1yr of RFP issue to release. Reclassify as a recompete because it will come up again in 5 years. Some companies such as Raytheon take 5-year look, need to make sure that cycle is tracked and metrics and reports generated.
- 26 rules, Time phase, Time to RFP release date - 50 percent Contract value, in $, 25 percent, tracked by # of contractors, 25 percent. e.g., if contract is further out, lower value. Creates time cycles to understand intensity. Sometimes new info, new criteria. Helps to create process with quality metrics.
- What is the time frame? Static or occasional change? Realtime?
- What is the value of the data? Driven by customer? When they need it, they need it...$$$
- Does the data expire?
- Data acquisition, process and cost
- Data relevance, context of the work, to other data. Starting to connect data, provide related data in displays, they click it once and get all related answers.
- Quantify the process, then go out and manage it

Q&A...

? Get quality to site, how do you drive traffic to build leads?
KS - 50 percent people spend time on this, art to it, lots of Google work, all content has value, titles, summaries, abstracts, people are looking for the easy way out, optimization of content will pull in right people.
? To dale - more detail on random audits
Dale - seasonal workers, hundreds of catalogs, instead of everything going through quality control, sampling, look at client results on site vs. catalog, if find problems more sampling, then investigate editors. Everone gets audited at least once.
? How much does KS charge for a lead?
KS - varies, not all traffic is created equal, takes a lot of traffic to drive lead. Varies from $25-80 a lead depending on traffic category.

[Apologies, had a tech problem and much of this was lost]
Christopher maintains a great weblog on marketing, Marketonomy
- What's defining market value, new intangibles.
- Kryptonite lock's flaws exposed on blogs, loses 40 percent of market value before company can respond. LOSING CONTROL OF MARKETING MESSAGE
- Librarian in Black: Who's really using databases? Google influences.
- Have to look at how you're serving clients, help them to be your advocates.
- Look at drivers in market
- Building brand experience one small transaction at a time
- Feel, know, do - what is it that people _____ on your Web site?
- Have to move beyond marketing as a predatory experience - becoming a community experience, you may not control community (blogs, etc.)
- How? By playing a role that represents your market
- "Should I do a blog? Is it great for SEO?" Not right questions, good for putting it in touch with your community. Forces you to be reflective and on top of markets, to be engaged. Custs will let you know what to do.

Russell's intro - high levels of workflow integration
Richard:

Focusing on healthcare. Pops a digital thermometer in Armon's mouth.
- 100 -15 clinical intersections within range for human body
- Thermometer provides VALUE in 15 secs
- Hearst generates real-time personalized information "This is how we brand our business"
- Example: FirstDataBank database, ulcer diagnosis, DB shows 1024 drugs, 2976 drugs to avoid, etc. Client takes Advil, more data. Doctor has 6-7 minutes with patient. Also taking blood thinner, more data. In total database shows more than 14,000 "clinical intersections" of data, give answers in under a second.
- Confusion in reference to realtime personalized info. Amercian Business Media focuses on Rich Data, at bottom of the well. Above it you must have information, etc.
- Well goes to the house in the plumbing [COMMENT: Pipes and Water! Distribution as control. What happens when there's a lake next door? Healthcare's requirement for quality protects us from this, there's the key.]
- Heathcare example - lots of sub-optimal treatments in U.S., low procedure compliance with best practices. Katrina: lots of medical records lost from flooding, etc. What to do? 27 percent of hospital admissions have adverse outcomes.
- Content development - staffed with 200 pharmacists, 500 contributing clinicians, 35 physicians - support editorial mission - where quality metrics START. Hugely different perspective on content development.
- Software/Tools development - 150 s/w engineers, 7 healthcare IT pros, 30K retail pharmacies, own taxonomies
- AuthorSpace - interactive tool for sharing and leveraging content between environments and communities - teams, developing relationships between environments, developing the notion of true sharing communities
- ZynxHealth saved insurance companies $40 million on right pathway, 1 life saved for every 27 patients [COMMENT: quality can be life or death]
- Cynics: "cookie cutter medicine", provided ability to let these shape their own environment and reference materials, localize. Hosps can indicate local procedures, specify local sources. ONLY 2 PERCENT GETS MODIFIED, but a powerful source to build communities, etc. [COMMENT: users providing the 2 percent of content that provides 50 percent of the emotional buy-in]
- Evidence-based medicine, 60 default order sets become 725 localized hospital order sets when changes to drugs require changes
- "A third of the world isn't interested in still or sparkling, just drinkable" [COMMENT: new measures of quality for developing markets, can value scale to different economies? Will pricing conundrums be similar to drug companies themselves as they try to price for developing markets? Add in Indian/Chinese labor and there are potential clouds on the horizon. These suppliers could come in at lower prices in developing markets and then turn around to attack developed markets. Quality is important, but relying on databases to ensure high-margin pricing is open to exposure from many angles. The "drinkable water" of the content industry is the Web.] Question to Malloch: Impact of potential India/China competitors that can provide "drinkable" solutions? Malloch: China spends billions on antibiotics due to misdiagnosis, not likely to be a barrier. [COMMENT: today, yes, but companies serving markets without constraints of U.S. regulators can make headway. Negligible impact in short term, but will hurt growth in long term.]

Notes from InfoCommerce Group President Russell Perkins' introductory address:

- Changes driven by technology and clients
- PC driven; profound shifts from "what is ASCII" to convenient content
- Apps migrate to web, but same issues
- Custs use data more intensely, quality is demanded, software quality, tech support, even advertising quality
- How do publishers prove quality?