Ken Doctor at Outsell and Content Bridges weighs in this morning with a report on Outside.in for Publishers.
He speaks with our partner, Michael Fibison, general manager of Media General’s Central Virginia Interactive group, who created Richmond.com, where you can see OIP’s Neighborhood News Pages in action.
The report does two things particularly well.
First, it clearly describes what we mean by “Aggregation and Curation”:
That means rounding up, selecting and then pointing to worthwhile content produced by other news companies, community organizations and bloggers.
Now, we do a bit more than rounding up, including passing it all through multiple algorithms to organize it all by neighborhood and by place, but I like the concise, clear definition here.
Second, the report places the role of Aggregation and Curation in context of the growing need for publishers to do more with less.
Outsell believes the formula espoused by Outside.in makes sense: let ever-more-efficient technology do the heaviest lifting, saving cost, and then let editors and marketers do what they can do best.
The full report is behind a subscription wall here if you’re interested in subscribing.
