WESTPORT, Conn., November 10 -  A new report released by Shore Communications Inc. reveals how the techniques developed for contextual online advertising by Web search engine companies can be adapted to promote major new revenue streams for premium content companies. The report proposes business models for monetizing content that build on the underlying success of the paid links services offered by providers such as Overture and Google, but are appropriate to the B2B publishing community and adapted to the realities of how professionals use premium content in their daily work.

"Whether to monetize content assets by charging fees or subsidizing with advertising should not be an either/or question," said report author Janice McCallum, a Senior Analyst for Shore. "The field is wide open for the delivery of content using contextual ad techniques in specialized portions of the B2B segment. Innovative content marketing companies can work with technology companies serving professional markets to create contextual content-serving tools that can reach specific professional communities. Publishers should seize opportunities to create new versions of their content for highly targeted audiences using a flexible range of delivery models."

 The 13-page report, entitled "How Publishers Can Profit From Contextual Advertising Models," covers the evolution of contextual advertising, using ad placement techniques for contextual content placement, business models for leveraging contextual high-value content, optimizing content monetization models, the values of contextualization to promote both free and paid content and key techniques for creating context for premium content. Further details on the report and its purchasing options may be found at the following Internet Web address: http://www.shore.com/research/current/reports/SCI200303.html

ABOUT SHORE

Shore Communications Inc. is a leading research and advisory service focusing on organizations that develop, purchase and use professionally-oriented content and the technologies that facilitate its use in individual and collaborative environments. Shore focuses on the complex interplay between content, technology and people that creates value for organizations and individuals in today's marketplace. Shore’s research, commentary, private consulting and confidential advisory services provide valuable insights into the products, practices and behaviors that maximize the value of content and related technologies through all stages of its creation, organization, marketing, deployment and use.

The press may contact Janice McCallum via phone at 781.356.1766 , janicemc@shore.com .

For more information about Shore and report purchases, please contact John Blossom at 203.226.9488, jblossom@shore.com, or visit http://shore.com/us/resources/press/.

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