transforming content archives into rich data/business information alm media ellen siegel vp,...
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Transforming Content Archives Into Rich Data/Business Information
ALM Media
Ellen Siegel
VP, Licensing & Business Development
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ALM Media
• ALM products and services include: – Magazines – Newspapers – Online properties – Conferences and tradeshows – Books– Newsletters– Jury Verdict Reporters– Expert Witness Directories– Attorney Directories– Custom media– Market Research & Competitive Intelligence
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Derivative Products & Revenue Streams Utilizing Editorial Content
• Key product categories– Reprints and permissions
• Custom compilations– Informational compilations– Third-party licensing– Research
• Database access• Enhanced product
– Directories– Direct-to-user access to archives
• Advertising revenue• Product sales
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ALM Content Life CycleLists and Rankings
AmericanLawyer.com
CustomReprints
CCCPrint/OnlinePermissions
Promotonal&
Informational
ElectronicList
Product
CustomResearch
PromotonalItems
IndividualArticle Sales
SubscriberDatabase
Law FirmReports
Search"Quest"
PracticeCenters
SubscriberNewsSites
RegionalPubs
Other EditorialProducts
Law.comNetwork
Direct UserAccess
LicenseesDirectories
CustomCompilations
Reprints
2007Am Law
200
Research
The American
Lawyer
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Reprints and Permissions
• Creating Marketing Materials from Positive Press– Custom Reprints: Reproduction of individual article in a customized
print presentation• Largely dependent on current content
– Distribution options• Advertising inserts
– Other marketing products• Tradeshow materials, including signage
– Custom Compilations: Replication of multiple articles based on a theme, e.g., client firm’s diversity hiring
• Archives are key to developing these compilations
• XML Repository will drive our ability to expand this business
• Reduces reliance on editorial calendars
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Custom Marketing Compilations
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Permissions
• Lower value permission requests redirected to Copyright Clearance Center
• RightsLink, CCC’s online permission system used on law.com network sites– “Online” permissions are increasing as a percentage
of reprint/permission revenue– Accounts for 15% to 20% of ALM Legal’s
reprint/permission revenues
• Opportunities for both current and archival content
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Informational Compilations
• New initiative– Joint reprint and research project
• Creating packages of selected articles based on topic or issue
• First package in development– “C” level law firm surveys
• Articles and research data
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Licensing
• ALM licenses current and archival news, magazine, newsletter, book, and primary source content to third party providers– Significant source of revenue
• Licenses include providers outside core markets– Including educational and general library markets
• Recently signed exclusive third-party license in core market for legal content – Part of a broader strategic relationship
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Directories
• “Go to Law Firm” directory series– Utilizes editorial survey content– Includes both web and print component– Generates both advertising and product sale
revenues
• Potential but not significant opportunity for archival content
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Creating a Research Business from Editorial Content
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ALM Research
• Leveraging ALM’s industry-leading “Lists and Rankings”– Financial, demographic, client, and technology data
– Response to growth of business development and competitive intelligence within the legal market
• Target markets:– Law firm management and decision-makers
• Managing Partners• CMOs and Marketing Directors• CIOs• Executive Directors• Librarians
– Vendors
– Consultants
– In-house counsel
law firm management; vendors; in-house counsel
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ALM Research Database
• First step: Market research– Surveyed legal business market– Tested market with individual “list” products
• Next step: Product design and database development– Joint editorial/business/IT project
– Inventoried all “list” data from national publications• Archives for18 individuals lists included
– Product design for phase 1 focused on business reports; “individual list products” and custom benchmarking reports
– Developed tables and keys to allow for maximum flexibility
– Coordinated with advertising-based online products• New and archival list content posted on free sites• Achieving balance between content posted “for free” and content marketed
for sale
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ALM Research Online Developed in Year 2
• Growth was limited by lack of customer interface• Partnered with Alacra to build www.almresearchonline.com;
providing users with direct access to database• Search based on decision tree• Database now integrates all national and key regional “list” data • Two subscription options available:
– Access to current data only (Base)
– Access to archives and current data (premium)
• Selected products offered for transactional purchase at the ALM Research Store:– Individual lists on Excel®
– Law Firm Reports
– Syndicated Research Reports
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ALM Research Today
• A strong product• A loyal and growing subscriber base• Annual subscriptions start at $3500 for base and $8500 for premium
– Subscriptions sold primarily by field sales reps
• Transactional products geared to non-core markets and price-sensitive customers– Generate leads for subscription products
• Initiatives for future growth– Expand database with new ALM content and third-party content
– Additional subscription options
– Enhanced functionality
– New research reports utilizing data
– Grow transactional sales
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www.almresearchonline.com
• Establish the industry hub for legal market research• Features offered, include:
– ALM Research Blog
– ALM Research law firm web search
– ALM Research Newsletter
– ALM Research Law Firm Profiles
– ALM Article Search
• Achieve tighter integration with other related ALM sites• Add more community features
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Content Repository The Key to Fully Leveraging
ALM Content • Phase 1 of ALM’s XML Content Repository launched in 2006
– Current and archived editorial content for ALM magazines, newspapers, and newsletters
• Benefits to existing derivative businesses– Research
– Reprints/Custom Compilations
– Informational compilations
• Facilitate development of new businesses• Next phase to launch next month
– Includes better search capabilities, more options for downloading, cleaner data, and creation of RSS feeds
• Planning for direct-to-user subscription and pay-per-view access