“A powerful global conversation has begun. Through the internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed.”
(The Cluetrain Manifesto, Levine and Locke)
Jodange Opinion Utility™ for Publishers
Background
The current Media industry is being reinvented, with traditional publishers closing their paper based publication and migrating to the web in the face of dwindling advertising revenues and a business model that has been in decay for years. A Senate Commerce Subcommittee held a hearing in May '09 to examine the future of journalism and challenges facing the newspaper industry. Daily circulation for newspapers in all major US cities has dropped by double digits in the quarter ended 31 March 2009, with several large city newspapers announcing that they will cease print publication and only report stories online.
The business model form publishers going forward has yet to be fully defined but there is a critical move away from just delivering the breaking news towards being the portal for discussion and issues surrounding the news. These sites will base their business model on a combination of advertising, subscription and "atom based" models where the focus is on the "article" not the newspaper as a whole. Pages, not sites, are the dominant destination. There is a realization that the world of online media is being accessed through two distinctly different, but not mutually exclusive, modes of usage. On the one hand a user may start from the site's main page as a base of operations, navigating from there to content of interest. On the other hand a user may use a search engine to search for a topic of interest, jumping directly to the article from the search results. As behavior shifts from home page centered usage to search centered usage, a change is required in the type of information tools and the manner in which information is being presented. This shift requires each article to be self sustaining, more informative, and a starting point for user engagement that keeps the reader on the site for longer and coming back for more.
Jodange is well positioned to assist publishers get up the technology curve with a SaaS based offering that requires little set up on their part and allows them to ingest opinions from the web and serve these up alongside their content. The new linked economy has no barriers. This is the power of the future where ubiquity needs to be embraced.
How Jodange addresses these issues
1. Article focused engagement
Jodange powers in-article opinion analytics through contextual matching, re-circulating and re-surfacing opinions extracted from your content both on your site and across your publisher network of sites. This includes those much ignored reader comments!
By keeping publishers content "alive" and relevant longer, we're able to engage the readers more deeply and lift monthly time on page as much as 25%. We can also connect a publishers content with opinions extracted from relevant 3rd party content, broadening your readers overall experience.
Perhaps most importantly, our solution is simple and easy to integrate, meaning a minimal drain on publishers' precious IT resources.
Key Benefits
- Increase time on page with in-page opinion analysis that's contextually relevant
- Increase pages per visit by re-circulating contextually relevant content on each article
- Re-circulate content, keeping it "alive" longer and increasing your overall ROI
- Add incremental advertising dollars through unique content sponsorship opportunities
- Connect to contextually relevant opinions extracted from mainstream publisher and micropublisher content
- Bring new readers from other Jodange partner sites by syndicating opinions extracted from your content
2. Topic analysis
Jodange provides insight into how the conversations are shaping up at a topic level. This allows the reader to uniquely explore emerging topics and top opinion holders. Keep the reader empowered with unique analysis on topics of interest and keep the reader community engaged and commenting because they see their comments surfacing as key opinions on specific topics.
Key Benefits
- Emerging topics easily identified and navigated resulting in increasing pages per visit and re-circulating relevant content
- Reinforces the community aspect of reader comments and drives further engagement as they see results
- Topic classification at an opinion level is more accurate and granular that at a document level
3. Alerts
Go beyond keyword alerts in order to engage the reader when they're not on the site by serving them relevant opinions on the topics most interesting to them. This provides another entry point to the specific articles on the site and positions the publisher as an "informal" information portal. Increase ad revenues by inserting relevant adverts into these emails.
