Líder de la información.
Position | Entrevista con Greg Brown, editor de la revista Latin Trade - TT: Information leader. - TA: interview with Greg Brown, Latin trade magazine - Entrevista |
¿Se ha preguntado de donde su celular saca los titulares? Gracias a ScreamingMedia, firma de Nueva York que maneja dos grandes áreas de contenido de la red: la tecnología esencial que mueve la información y el contenido en sí. En cuanto a la segunda parte, echa mano al material de 600 proveedores que utilizan 3.000 fuentes, y lanza la información, en siete idiomas, a través de redes hacia los teléfonos, PC y dispositivos inalámbricos de 1.200 empresas en 30 países.
Greg Brown, editor de la sección Conexión de LATIN TRADE, conversa con Kevin Clark, presidente ejecutivo de ScreamingMedia, sobre la esencia de los medios modernos: dinero e información.
¿Qué barreras culturales debe superar?
Cuando entramos en un mercado nuevo, es obligatorio tener contenido local. Si hacemos negocios en Brasil, el Reino Unido o Francia, la primera parte de estrategia consiste en adquirir contenido local. Sin embargo, hay contenido muy abarcador. Rolling Stone, por ejemplo, es una marca mundial. The Financial Times de Londres tiene lectores en el mundo entero.
¿Nos dirigimos hacia un universo de 500 canales o de 32 millones de canales?
Si y sí. La proposición fundamental de la Web es crear una experiencia individual. Hoy la publicidad es muy específica. Sin duda, el contenido se dirige en el mismo rumbo. Lo que hemos visto fracasar son los websites dedicados sólo a contenido. Lo que funciona es tomar contenido y sindicarlo en todos los lugares que sea posible. En vez de ir uno a buscarlo, el que genera el contenido lo coloca donde quiera, de la forma que quiera y a la hora de quiera.
Ustedes venden lo intangible. ¿Cómo calculan el valor?
Cobramos una licencia de software anuaI. Y hay un modelo de suscripción basado en lo que uno necesita. Hemos descubierto que las compañías prefieren tercerizar este proceso y librarse de su personal editorial.
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