Vivian Schiller meeting 04-13-09

• Assess fit between public radio and future of journalism

• Understand NPR’s goals for new win-win relationships with affiliates

• Consider fit with “InfoValet” vision;seek input on specifics … “partner/experiment”

• Explain May 27 convening at GWUsee: http://newshare.com/wiki/index.php/Gwu-program

• RJI-Mizzou and NPR – next steps?

InfoValet, NPR and affiliates

• FOCUS: Sustaining values, purpose of journalism

• Strengthen communities

• Expand “sharing” relationship among NPR and local affiliates

What is Information Valet Project?

• Research effort incubated at D.W. Reynolds Journalism Institute

• IDEA: Non-profit, “Shared-user” network • Bill Densmore, Jeff Vander Clute, Steve Mott,

Martin Langeveld, Lee Wilkins • Many other contributors of ideas (via "Blueprint"

events)

Challenge: How to sustain values, purposes of journalism?

• Mass markets splintering • Search advertising effective competitor • Classifieds done better on the web • Standoff with Google/search on value creation• What sustains journalism in this environment?

News as a service not a product

•Helping user find access to info from anywhere •Creating a conversation, community ... network •Not just about the story; smaller, larger remix •The news social network •New concept: The "InfoValet" – trusted advisor/broker – newspaper, radio, new media•But how to be rewarded?

Making the market for digital information – HOW?

• Consumer/user establishes account with InfoValet• Shares as much demographic, preference info as desired• This information shared among multiple participating sites• Records of activity logged, aggregated to InfoValet, purged• Establishes "shared-value network" for commerce, service

One way it could work

To run, click to : http://web.missouri.edu/~bowera/infovalet.html Then click on each carat (starting with Introduction)

Making the market for digital information – PRIVACY

• User works with InfoValet to develop “persona”• Demographics and personal info preferences • User decides when to share and when not• Data portability to other InfoValets • RESULT: User manages, exchanges value of “persona”

Making the market for digital information – ADVERTISING

• Rewards for activities, viewing ads, sponsored material• Example: The Ford Explorer PDF download• Advertising network based on interest not inference• Higher CPMs for the news industry• Appears consistent with Federal Trade Commission privacy guidelines

Making the market for digital information – NEWS/CONTENT

• Shared-user network for news-oriented social interaction• Enables “public-radio model” via Kachingle • Subscription access to multiple websites (cable model)• Access by time, or bundle• Economic purchasing on a per-item basis (music, video, text)

Website before personalization widget

User Jeff is a software engineer.He has profiled himself as follows:

The profiling which informs the news served:

•He is interested in the semiconductor industry.

•He follows John Deere & Co. stock prices.

•He graduated from the Univ. of Kansas.

•He listens to WBUR's "The Point" regularly.

The profiling which informs the text/display ad offers:

•His occupation as a software engineer.

•His expressed interest in cuisine.

•His expressed interest in music.

Website after personalization widget

How will it work?

• Right now, RJI/InfoValet focused on function not specific technologies; seeking input on implementation• InfoValet might specify "pluggable framework" (competitive partners)• APIs enable different apps to share data according to framework specification. • Ecosystem architecture distributed, not centralized• Security – User info encrypted and unreadable except where authorized• Choice – User decides when to release info

One possible example

Adoption strategy:Journalism Trust Association•Started with Dec. 3-5 "Blueprint" to frame issues •Unveil JTA / IVP vision at May 27 DC event •Non-stock, non-profit JTA guides early years •Non-competitive ownership, trusted control •"Founding members" advise early decisions •Broadly representative board gradually enlarged •Controlling owner of InfoValet Service Corp.

InfoValet Service Corp. – Convenor, integrator• For profit LLC or L3C / controlled by JTA • Convenes journalism stakeholders around specific system(s) • Makes/enforces rules for use of InfoValet logo/service • Integrates, contracts with advertising, tech, financial-service pieces • Any profits dividended to JTA and other stakeholders • Transaction, license fees might benefit jouranalism (via Journalism Trust Association) • see: www.newshare.com/wiki/index.php/Blueprint-form

Partners in demonstration for May 27• The Associated Press (AP Exchange database)• Lee Enterprises (Quad City Times)• Hearst Corp. (Albany Times-Union)• World Co. Inc. (LJWorld.com – tentative)• WBUR-Boston (NPR affiliate – tentative)• NPR?????

How financed?

•RJI incubated through Densmore RJI 2008-2009 fellowship •JTA will give note to RJI/Mizzou, convertible to stock in IVSC •Plan for self funding of IVSC •Among startup funding options for IVSC: • Foundations (if formed as L3C), as program-related

investment • Strategic investors (who may be licensed/contract partners) • Debt financing • Equity stakeholders (nonvoting?)

Measuring success

• New business for news organizations • New ecosystem for news aggregation, customization, sharing • New revenue besides advertising• Connects news with social network• Possibility of dividends to JTA to support journalism • Critical Internet framework guided by journalists