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Concept of a 24x7 information resource facility for a Newspaper/Media company. Case study of a digital resource on the company intranet which succeeded in growing to be a knowledge hub adding value across the company.
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OUTLINE OF PRESENTATION
IFLA International Newspaper Conference 2010
DNA – Daily News & Analysis
RNA – Research N Archives Introducing the concept
RNA Functions Strategic growth in 5 years
Information Management & Services 24x7 single sign-on access
Content Management DNA’s Digital Asset Management System
Content Syndication Business Initiative by RNA
E-Paper Management Brand reach from a Global Touch point
Marketing RNA Sustaining growth trajectory
RNA Analytics Mapping Insights for Strategic Development
Valuating RNA Novel method of notional value
Conclusion
DNA – DAILY NEWS & ANALYSIS
English Daily Broadsheet
Publisher – Diligent Media Corporation Ltd.
Five Editions – Mumbai, Pune, Ahmedabad, Jaipur and Bangalore
7th largest English daily. Total Readership 15.3 lac (IRS 2009 R2)
India’s Fastest Growing English Newspaper
IFLA International Newspaper Conference 2010
DNA launched in Mumbai on July 30, 2005
RNA–RESEARCH N ARCHIVESINTRODUCING THE CONCEPT
Conceptualized & functional in June ‘05 before launch of DNA
The database architecture and workflow of the Digital Archives Management System was conceived and developed factoring easy integration & scalability of new Editions
RNA Archival Operations Network is run from Mumbai, Ahmedabad, Pune, Jaipur & Bangalore. Over 1000 updates in the Archives everyday
RNA Mumbai is the central hub, managing the Archives, Quality Control, Usage monitoring & analytics and new developments.
RNA ONLINE LIBRARY SYSTEM is the front-end. It is a web based single window 24x7 access to the Digital Archives, Information resources & Services across all DNA Editions in India
Digital rights management is inbuilt setting accesses as justified by the user’s job profile. This serves to protect the Archives, Databases and Wire accesses from being misused without hampering the cause of a single sign on facility
RNA provides essential research support to DNA Editorial & Ad Sales on demand and proactively through various services, info-capsules, Media Track and so on
RNA business initiative on Content Syndication has made it a Strategic Business Unit and Profit Centre
Developing DNA E-Paper and introducing revenue model have been value-ad by RNA
IFLA International Newspaper Conference 2010
RESEARCH N ARCHIVES FUNCTIONS
January 2006
CONTENT SYNDICATION
Meeting Information
Needs & Providing
Knowledge Stimulus
Wire ServicesContent Services
DatabasesInfo Products
Library
June 2005
INFORMATION
MANAGEMENT
June 2005
CONTENT MANAGEMENT
TG: Entire Organisation TG: Primarily Editorial
DNA
Intellectual Property
Licensing &
Monetization
Website Mgmt Sales & Marketing Legal & Finance Customer Service
TG: Aggregators/Syndicators/Publishers
DNA E-Paper Service
& Monetization
Maintenance Development Tracking and Analysis Ad Space Marketing
TG: All India/NRIs/Global
IFLA International Newspaper Conference 2010
Assimilation& Archiving
of DNA Intellectual
Property
DNA Digital Archives
Stories Photographs
Cartoons & GraphicsIllustrations
May 2007
E-PAPER MANAGEMENT
INFORMATION MANAGEMENT
Media Track(Current Awareness Service)
Ready Reckoners(Quick ReferenceInfocapsules)
Research
Library (Newspapers, Magazines, Books)
Databases(Internal & External)
E-Resources(E-Papers, E-Publications & E-Books)
Webliography (Researched & Recommended websites)
Meeting Information Needs &
Providing Knowledge Stimulus
Target Group : Entire OrganisationDeployment : Intranet
Wire Services(Licensing, Monitoring, Billing & Payment)
IFLA International Newspaper Conference 2010
CONTENT MANAGEMENT
DNA Intellectual Property
(Published & Unpublished)
*Assimilate *Index
*Database Creation
*24x7 Access & Retrieval
DNA Newspaper Archives-Digital (E-Paper – PDF Files, Quark Files)
Graphic Archives(Daily Updation)
Illustration Archives(Daily Updation)
Cartoons Archives(Daily Updation)
Photo Archives (Daily Updation)
Story Archives(Daily Updation)
DNA Newspaper Archives-Physical (Bound Volumes)
Target Group : Primarily EditorialDeployment : Intranet
IFLA International Newspaper Conference 2010
CONTENT SYNDICATION
DNA Copyright Licensing &
Monetization+
Dainik Bhaskar & Divya Bhaskar
Website Management3dsyndication.com
MarketingBrand recognition, Higher visibility, Wider reach
SalesDevise strategy to leverage contentIdentify vendorsNegotiate contracts
Technical Co-ordinationLegal & Finance Co-ordination
Client Account Mgmt.& Customer Servicing
Syndication Database CreationDaily Updation
Target Group : Aggregators/Syndicators/PublishersDeployment : Syndication website & Direct Marketing
IFLA International Newspaper Conference 2010
Target Group: All India/NRIs/GlobalDeployment : DNA website & direct Link
E-PAPER MANAGEMENT
DNA E-PAPER
Customer Servicing
Tracking &Analysis
Technical Co-ordination & Maintenance
Finance Co-ordination
E-Paper Development
Subscriptions Management
IFLA International Newspaper Conference 2010
DNA E-Paper http://epaper.dnaindia.com
RNA DIGITAL TOUCH POINTS
IFLA International Newspaper Conference 2010
RNA OnlineIntranet
DNA Syndication Website www.3dsyndication.com
RNA INFORMATION SERVICES
Databases – Links to all subscribed data resources, wire services, imageryE-Papers – Links to DNA E-Paper Archives, subscribed E-papers & other
IFLA International Newspaper Conference 2010
DNA E-PAPERAll Editions with Complete Archives
RNA INFORMATION SERVICES
Databases – Links to all subscribed data resources, wire services, imageryE-Papers – Links to DNA E-Paper Archives, subscribed E-papers & other E-Books – Links to e-books, e-encyclopedias, e-thesaurus, e-dictionariesE-Publications – Links to national & international newspapers & magazine sitesWebliography - Researched & Recommended websites indexed by subjectRNA Library – Lists Books, Newspaper, Magazines at DNA Edition locationsMedia Track – Daily CAS on the Media Industry.
IFLA International Newspaper Conference 2010
MEDIA TRACKCurrent Awareness Service
RNA INFORMATION SERVICES
Databases – Links to all subscribed data resources, wire services, imageryE-Papers – Links to DNA E-Paper Archives, subscribed E-papers & other E-Books – Links to e-books, e-encyclopedias, e-thesaurus, e-dictionariesE-Publications – Links to national & international newspapers & magazine sitesWebliography - Researched & Recommended websites indexed by subjectRNA Library – Lists Books, Newspaper, Magazines at DNA Edition locationsMedia Track – Daily CAS on the Media Industry. Ready Reckoner - Quick Reference Info-capsules compiled by RNA.
IFLA International Newspaper Conference 2010
READY RECKONERResearched Compilations for Quick Reference
RNA INFORMATION SERVICES
Databases – Links to all subscribed data resources, wire services, imageryE-Papers – Links to DNA E-Paper Archives, subscribed E-papers & other E-Books – Links to e-books, e-encyclopedias, e-thesaurus, e-dictionariesE-Publications – Links to national & international newspapers & magazine sitesWebliography - Researched & Recommended websites indexed by subjectRNA Library – Lists Books, Newspaper, Magazines at DNA Edition locationsMedia Track – Daily CAS on the Media Industry. Ready Reckoners - Quick Reference Info-capsules compiled by RNA.DNA History – DNA Timeline, DNA NewsletterDNA in the News – News articles on DNA published in various sourcesASK RNA – Interactive tool for posting research queries
IFLA International Newspaper Conference 2010
ASK RNAInteractive Query Tool
RNA ONLINE - DIGITAL ARCHIVES
IFLA International Newspaper Conference 2010
Single Window 24X7 access across all Editions to DNA Digital Archives & Info resources
STORY ARCHIVESByline Search
IFLA International Newspaper Conference 2010
QUICKREF ARCHIVES Selective Backgrounders
IMAGE ARCHIVESSimple Search
IFLA International Newspaper Conference 2010
IMAGE ARCHIVESAdvance Search
IFLA International Newspaper Conference 2010
ALL IMAGES RETRIEVED Thumbnails Display
IFLA International Newspaper Conference 2010
SPECIFIC IMAGEMid-size Display with Metadata
IFLA International Newspaper Conference 2010
MARKETING RNA
RNA ORIENTATION – Part of induction program for new employees Regular orientation program for Editorial & Ad salesIntent – Optimize usage of RNA resources and services. Meet usage targets
RNA ALERTS – Mailer alerts to target groups on new additions to the Archives, Resources or RNA Online services. Selective Dissemination Of Information (SDI)Intent –Create a buzz about RNA from time to time. Perception management
RNA COMMUNIQUE – Highlighting the utility of the various resources available on RNA Online in a practical user friendly communicationIntent – Giving practical tips. Frequent refreshing of Homepage
IFLA International Newspaper Conference 2010
RNA ANALYTICS
• Monitoring additions to Archives
• Monitoring RNA Usage
• Web metrics of DNA E-Paper site
• Web metrics of Syndication site
• Syndication Business - Analysis & Revenue
• Brand Reach Analysis
• MIS Updates for top management
• Monthly insights used to fine-tune growth strategy
• Quarterly reports & SWOT analysis used for long-term growth strategy
IFLA International Newspaper Conference 2010
RNA VALUATION
RNA SERVICES - VALUATION MEASURED IN TERMS OF Availability of a comprehensive 24x7 digital database and research facility Desktop access across editions Improved efficiency & turnaround time of Editorial Research support for Sales revenue A Learning Centre for all employees in the organization
DNA ARCHIVES - VALUATION MEASURED IN TERMS OF Value of Digital Archives being built – E-paper, Stories, Photographs, Cartoons,
Illustrations DNA Assets valuation
BRAND VALUATION MEASURED IN TERMS OF Brand reach generated through Syndication business – second/third party
platforms Brand reach generated through E-paper & Syndication site
IFLA International Newspaper Conference 2010
CONCLUSION• DNA – Research N Archives has earned its place in the management mind
space by building a successful model of Information & Content Management and Content Monetization
• With a small team of 11 members RNA delivers substantial & measurable value to DNA.
• DNA – Research N Archives went from Cost centre in 2005 to Profit centre in 2008 and has been posting about 40% YOY revenue growth since.
• On the anvil … Knowledge Management. We are partially there but intend to have the full system in place in the very near future
VISION“Knowledge hub par excellence adding value
across the organization”
IFLA International Newspaper Conference 2010