 Publishing and Content Delivery  Impact of the market situation on mid-term technology implementation.  The current slump in the dot-com market may have a far reaching impact on the future of cross-media publishing. Multi-channel publishing implies very profound and costly changes in content creation workflows. However, there is still no compelling business model for such content. Content providers may quietly start delaying or canceling ambitious cross-media projects, waiting for revenue streams to materialize. |
|||||||||
|
|||||||||
 Introduction For several years now, the vision of cross-media publishing has been fueling technology developments and content strategies alike. Given the strong development of the web and the promise of wireless services based on technologies such as WAP (wireless application protocol) the future of publishing seemed clearly defined: “create once, distribute many” was the credo behind the next wave of content distribution, and for many people involved in the sector, it still is. Things don’t look quite as rosy anymore, however. On the surface, nothing much has changed. When you look at the situation a bit in-depth, however, the recent dot-com slump may wind up having a chilling effect on the bold plans so many publishing houses were working on. When the doubts are creeping in The problem, of course, lies in the business model. Not so long ago, it seemed quite OK if online activities didn't make much money: sooner or later, things would sort themselves out (or so most people hoped). And since everybody in the market seemed to be equally convinced that one had to be part of the revolution, never mind the cost, companies went ahead and found the funding necessary to build the first wave of web-sites and content delivery systems. Moving into true cross-media publishing, however, is extremely complex, both in terms of technology and as far as implementation and organization are concerned. It entails very profound changes in the nature of publishers’ business. It implies the sort of far-reaching mutations which companies accept if they have no other choice. But what if the goal of such changes doesn't look that essential any more? What if there is a good chance that cross-media publishing will NOT create the sort of revenues companies had imagined? How many publishers will still go ahead and go through the hassle and the cost of implementing a true cross-media workflow? Content Providers’ dilemma This situation puts the bigger content providers in a difficult position. What should they go for, financial safety or betting on the future? Right now, things are going more in the direction of safety. Realism has taken over once again - and increased lucidity about potential revenues could mean that many more elaborate, costly projects will get shelved. Not immediately canceled, mind you. Few content providers will stand up and say: “I have given up on cross media publishing.” But how many of them will quietly delay or put on hold developments started in the frenzy of more idealistic days of the web? Implications If one looks at such a trend from a midterm perspective, the implications could be quite enormous. If there are no compelling revenue streams behind cross-media content, how much of it will be developed? If the complexity outweighs the benefit, the glorious vision of ubiquitous content, available through any connected gizmo could well go the way of many utopian visions mankind has come up with. But even without taking to such a bleak view, cross-media publishing is up for a reality check. Once the novelty has worn off, it is all about answering consumers needs - and on that level, we are still in very early stages. 21 Feb 2001 Note: Pfeiffer Consulting is currently conducting research for an in-depth report on publishing platforms for the future. Please let us know if you would like to be contacted when the research becomes available.
|
| Home / About Us / Consulting / Publications / DTA Labs / Press / Contact |