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[[Image:Gwu-smpa.jpg|frame|left|[GWU SMPA Building]]]
 
 
=AN URGENT DISCUSSION:<BR><BR>"From Gatekeeper to Information Valet:<br><br>A Workplan for Sustaining Journalism"=
 
===Wed., May 27, 2009 / 10 a.m.-4 p.m. / The George Washington University / Jack Morton Auditorium / 805 21st Street NW / Washington D.C.===
 
 
[[Image:Rji-ideas.jpg|thumb|150px|right|[http://rji.missouri.edu/image-library/stories/new-building/index.php RJI PICTURED]]]
 
[[Image:Rji-ideas.jpg|thumb|150px|right|[http://rji.missouri.edu/image-library/stories/new-building/index.php RJI PICTURED]]]
 
[[Image:Rji-working.jpg|thumb|150px|right|[http://rji.missouri.edu/vision-and-mission/index.php THE RJI VISION]]]
 
[[Image:Rji-working.jpg|thumb|150px|right|[http://rji.missouri.edu/vision-and-mission/index.php THE RJI VISION]]]
<hr><h3>[https://extweb.missouri.edu/NewWebReg/Login.aspx?uid=3&pid=112389 REGISTER NOW ($45/full day; $25 half day]</h3><hr>
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<b>Looking for wrap up notes from the conference: "From Gatekeeper to Information Valet," held May 27, 2009? That page [http://www.newshare.com/wiki/index.php/Jta-event has moved.]</b><br>
<big>"We need many news organizations to keep our country strong. We need to help each other. We need to <b>partner,</b> we need to <b>experiment</b> and we need to accept and agree that we will continue, we will not accept failure and we need to keep trying and <b>trying different models</b> until we get it right."</big> <LI> Vivian Schiller, CEO of National Public Radio, March 30, 2009, at the [http://www.newsvision.org NewsVision Conference.]<br>
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This is the temporary landing page for the Information Trust Association initiative.<br>
<P>
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<h2>
<big>In a March 16 Time Magazine story about the Project on Excellence in Journalism's 2009 "State of the News Media," report, M.J. Stephey wrote: " . . . (I)f solutions aren't obvious, the report's overall message is: <b>Will the future leaders of journalism please stand up?"</b></big>
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*NEW: [http://www.papertopersona.org READ "From Paper to Persona" white paper on the Information Trust Exchange]
[[Image:Gwu-morton.jpg|frame|left|[Jack Morton Auditorium in use]]]
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*[http://newshare.typepad.com/mgpaudio/2010/07/audio-explaining-the-information-trust-association-idea.html AUDIO: Explaining the Information Trust idea] / or [http://www.rjionline.org/events/stories/densmore-june2010/index.php ADDITIONAL VIDEO]
==Annnouncing the Journalism Trust initiative==
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</h2>
<h4>[http://newshare.com/wiki/index.php/Jta-mission ABOUT THE JOURNALISM TRUST</H4><HR>
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*[http://www.newshare.com/wiki/index.php/Infotrust-blueprint2 "Blueprint to Build Congress" June 23-25 at Reynolds Journalism Institute]
On Wednesday, May 27, help launch the Journalism Trust initiative (JTI) -- a place, and ideas, around which journalism's supporters can stand up, partner, experiment, leave the gates behind, and begin sharing in a new information commons. "From Gatekeeper to Information Valet: A Workplan for Sustaining Journalism," is convened by the [http://rji.missouri.edu Donald W. Reynolds Journalism Institute,] at the Missouri School of Journalism, in collaboration with The George Washington University School of Media & Public Affairs. It's the next step in a process which began Dec. 3-5, 2008, at [http://www.ivpblueprint.org "Blueprinting the Information Valet Economy,"] in Columbia, Mo.  
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<i>This page includes remarks made by [http://newshare.typepad.com/about.html Bill Densmore] on Dec. 2, 2009 at the U.S. Federal Trade Commission Workshop: [http://www.ftc.gov/opp/workshops/news/index.shtml "From Town Crier to Bloggers: How Will Journalism Survive the Internet Age?"] Densmore was part of a [http://www.ftc.gov/opp/workshops/news/agenda.pdf panel] entitled: "The New News."  [http://www.newshare.com/wiki/index.php/Ftc (WORKSHOP COVERAGE)]</i>
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<hr>
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=Proposing a new collaboration: The Information Trust Exchange=
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<big><I>In a story about the Project on Excellence in Journalism's 2009 [http://www.stateofthenewsmedia.org/2009/index.htm "State of the News Media"] report, Time Magazine's M.J. Stephey [http://www.time.com/time/arts/article/0,8599,1885349,00.html concluded March 16, 2009:] " . . . [I]f solutions aren't obvious, the report's overall message is: Will the future leaders of journalism please, please stand up?"</I>
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It's time for the nation's news creators, aggregators and technologists to do so -- together.
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[[Image:Ita-logo.jpg|thumb|100px|left]]
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SUMMARY ABSTRACT: "The Internet needs a user-focused system for sharing trust and identity . . . managing privacy . . . and for exchanging and settling value (including payments), for digital information. The system should allow multiple "Information Valets" to compete for and serve customers with varied topical interests and appetites for demographic sharing. It needs a New(s) Social Network . . . . (t)o make a new market for digital information -- and attention -- we need to start creating a unique ownership and governance framework, assembling the required technology, and assessing the impact on law, regulation, advertising and privacy.  . . . {t}he mission of the <i>Information Trust Exchange</i>) will be to help sustain, update and enrich the values and purposes of journalism through collaboration among news media, the public and public-focused institutions. ITE might be initiated and supported by major technology, publishing, advertising, consumer and philanthropic organizations. It would guide the creation of new standards and a platform for exchange of user authentication and transaction records which enables a competitive market for information, respecting and enabling consumer privacy and choice."</big>
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<hr>
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<h3>
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*[http://www.newshare.com/ita/whitepaper.pdf WHITE PAPER (short): The Case for the Information Trust Exchange]
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*[http://newshare.com/wiki/index.php/Jta-trust NEW: Trust, identity and commerce -- inseparable building blocks of a free market for digital information]
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*[http://www.newshare.com/wiki/index.php/Blueprint-form The STRUCTURE of the Information Trust Exchange]
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</h3>
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<hr>
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<H2>THE TESTIMONY: Considering personalization . . . privacy . . . trust . . . advertising . . . commerce</H2>
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*FTC transcript of remarks below, starting at page 289) [[https://www.ftc.gov/sites/default/files/documents/public_events/how-will-journalism-survive-internet-age/091202transcript.pdf  (PDF DOWNLOAD)]
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*[https://www.ftc.gov/sites/default/files/documents/public_events/how-will-journalism-survive-internet-age/densmore.pdf Accompanying slides]
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The defining challenge for news organizations in the 21st century is no longer managing proprietary information, but helping the public manage <i>our</i> attention to ubiquitous information. In less than a decade, we have moved from a world of relative information scarcity -- access restricted by a variety of technical choke points -- such as presses -- to a world of such information abundance that the average user's challenge is not how to access information, or even how find it, but how to personalize and make sense of it.
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The Internet as we know it today is not up to this task. To unleash a new user-driven attention economy, the next-generation Internet needs a common platform for sharing user identity and trust, one which explicitly values and allows us to trade our privacy, and makes a market for digital information in the classic retail-wholesale model. In such a world, the new news organizations will thrive, but they will become convenors and aggregators as much as original content providers. They will have a new way to exchange value for information and to participate in trust relationships.
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<hr>SLIDES: [http://www.newshare.com/ftc/ftc-slides.pdf FRAMEWORK FOR A NEW NEWS ECOLOGY]<hr>
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This system  . . . platform . . . clearing house . . . should uniformly exchange payments for the sharing of text, video, music, game plays, entertainment, advertising views, etc., across the Internet. It could, for example, manage background -- wholesale -- payments for content that is repurposed for advertising gain by bloggers, collecting, sorting and settling copyright and other value exchanges among users, publishers and aggregators.
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===A big idea===
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It's easy to think of this as too big an idea -- one which will require significant technology and infrastructure. That's true. To be compelling, the system must have solid technology, a structure that enables the new-media service economy, and a motivating mission and culture. It must be ubiquitous, yet never be owned or controlled by either the government or a dominant private, for-profit entity. It should to be massively distributed and — in some fashion — might ideally be collaboratively owned. It should ride on the existing web, and not interfere with it.
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We have achieved this once. When the U.S. defense establishment developed the Internet, its goal was a massively distributed system that would withstand nuclear attack. Forty-some years later, it is the Internet’s design that itself has exploded our information culture more thoroughly than any feared warhead might. But while the system has succeeded beyond anyone’s imagination at opening up access to information, it has done little to enable the transfers of value to nuture and sustain that information. The Internet eliminates physical information product scarcity, becoming the perfect copy machine. As a result, the product-based models sustaining information creation crumble — first in music, now in newspapers, and possibly in books, magazines, video and music. What’s needed is a ubiquitous social network that enables consumers to share value for information services.
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===The attention economy===
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So we are now in the <i>attention economy</i>. In the attention economy users seek an experience which values their time and attention, providing them access to the information they need . . . from anywhere . . . quickly and easily. Before the Internet, this was a role served pretty well by daily ink on print. Today the product embodiment of that idea -- the <i>newspaper</i> is failing to keep up to the task. We are moving toward a new paradigm, part aggregator, part content creator, part social network and we are searching for a name for the service -- for lack of a better term, I've called it the [http://www.informationvalet.org <i>information valet</i>] and it has been the focus of my [http://rji.missouri.edu/fellows-program/densmore-b/index.php research as a Donald W. Reynolds fellow] at the Missouri School of Journalism over the last year -- and earlier, with the founding in 1994 of what has become [http://www.clickshare.com/aboutus Clickshare Service Corp.,] which I'm part owner of, and which has a potentially [ http://tinyurl.com/2wtlpu related patent.]
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It also has lead to the creation, in a major equity partnership with the University of Missouri and with investment from The Associated Press, of a company called [http://www.circlabs.com CircLabs Inc.]. But there is a missing piece -- the need collaborative, transparent, non-profit ownership of needed clearing house for information transactions. My hope -- <u>and I am speaking only for myself</u> -- is that for a  missing piece can be formed as something called the "Journalism Trust Association" (or Information Trust Association).
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==THE INFORMATION TRUST EXCHANGE==
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The mission of the Information Trust Exchange will be to help sustain, update and enrich the values and purposes of journalism through collaboration among news media, the public and public-focused institutions. JTA might be capitalized by major technology, publishing, advertising, consumer and philanthropic organizations. It which would guide the creation of new standards and a platform for exchange of user authentication and transaction records which enables a competitive market for information, respecting and enabling consumer privacy and choice.
 +
 
 +
Like common-gauge railroad tracks, interstate highways or standard, 60-cycle current, this platform should create a level playing field for the things sought by speakers yesterday (Dec. 1):
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*The "gold-standard" measurement of user-access to web resources sought yesterday by Scripps newspaper executive Mark Contreras.
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*The opportunity (but not the requirement) to charge for content sought by News Corp. chairman Rupert Murdoch.
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*The user-controlled personalized advertising which will allow Arianna Huffington's Huffington Post to thrive without charging.
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*And the accountability to users for their privacy sought by the Center for Digital Democracy's Jeff Chester.
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To make a new market for digital information -- and attention -- we need to start creating a unique ownership and governance framework, assembling the required technology, and assessing the impact on law, regulation, advertising and privacy.  If you'd like to help build this idea to reality, please contact me. <br>
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<i>remarks end</i><br>
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<B>[http://www.newshare.com/wiki/index.php/Blueprint-form SOME IDEAS ABOUT A JTA / ITA STRUCTURE]</B>
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===CONTACT INFORMATION===
 +
 
 +
Bill Densmore, Fellow<br>
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Donald W. Reynolds Journalism Institute<br>
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Missouri School of Journalism<br>
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co-Founder, CircLabs Inc.<br>
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617-448-6600 <br>
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[mailto:densmorew@rjionline.org densmore@rjionline.org]
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 +
==MORE ABOUT THE INFORMATION-VALET ECONOMY==
  
We'll convene in the state-of-the-art Jack Morton Auditorium at 805 21st Street NW, in downtown Washington, D.C., two blocks from the [http://www.stationmasters.com/System_Map/FOGGYBOT/foggybot.html Foggy Bottom Metro] stop. [http://www.wmata.com/rail/station_detail.cfm?station_id=40 ALTERNATE VIEW] 
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A service network of “information valets” should replace the old physical product-oriented music, publishing and entertainment industries, replacing many CDs, newspapers, DVDs, perhaps even books. These valets will compete across geographic and topical spheres with search, advice, community, research, linking, hosting, data storage and other services. They will compete to be best at meeting the consumer’s diverse information needs within communities defined by individual users. Information resources will not typically be owned by the valet. Rather, the valet will be compensated for finding, shaping and referring them to the consumer, much as a retailer aggregates and merchandises for wholesalers.
  
This participatory event will include a morning briefing on the JTI . . . a strategic overview of news-industry opportunities and challenges . . . and discussion of the origin, vision and promise of the [http://www.infovalet.org Information Valet Project.]
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The information valet will be a service organization — like a law or accounting firm — and it will be paid accordingly. At first, it will be extremely difficult to convince people to pay for such a service. But as the years go by, it will be seen as an absolutely indispensable way to get through the day. People will become as reliant on their infovalet -- their "Newshare" -- as on their car, doctor, parent or colleague. Larger cities will have multiple "new shares" -- offering competing information-valet services.
  
After lunch, [http://www.journalism.missouri.edu/faculty/lee-wilkins.html Dr. Lee Wilkins,] professor, Missouri School of Journalism, will unveil and comment on findings from a new national survey of public attitudes toward the sharing of private information via the web; Missouri graduate student Emily Sussman will document and discuss a 14-year history of efforts to "monetize" news and other web content . . . participants will host briefings on key initiatives and technologies . . . and we'll manage one round of breakout sessions to assess what we've learned and consider next steps. Time permitting, we may assemble a discussion panel including experts on Internet privacy, advertising and commerce.
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They will compete largely on technical grounds — which sorts best, who finds the real gems, and who provides premium information at the right price bundle. Advertising will be part of all this, but it will be an option — if you are willing to receive advertising, the cost of your "Newshare" will be less.
<hr><h3>[http://newshare.com/wiki/index.php/Gwu-program VIEW PROGRAM/SCHEDULE]</H3><HR>
 
  
==Tentative Program and Schedule==
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===Privacy as a service===
  
(Times and presenters subject to change / check this page for last-minute updates)
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But the competition for mass-audience advertising on the web is such that it seems hard to imagine sustainable rates will ever support the amount of original reporting the United States has enjoyed for the last 50 years. Audiences are now atomizing and the only future for advertising is
 +
in presenting targeted messages to individual users. This means the entity that earns the right to receive value for advertising is going to be the one which does the best job of understanding and then servicing the needs of an individual user — including privacy. In the information-service economy, you information valet will be paid for arranging your attention when you look at an ad, and that payment will be a credit to an account, will offset your purchase of premium information. This represents an ebb and flow of attention and info-currency, depending upon whether it is information someone wants you to have or information you want.
  
===''9 a.m. -- Pre-event coffee/danish and discussion''===
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==SUMMING UP==
<ul>
 
* Connect early with other participants/attendees and presenters over coffee and danish from 9 a.m.
 
</ul>
 
  
===10 a.m. -- Inaugural Briefing: The Journalism Trust Innovation Engine===
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* Journalism is expensive, and mass-market web advertising alone will not sustain it.
<ul>
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* Charging for content puts up walls that destroy the brilliant utility of the open web.
*With the intention of broadly collaborating with other institutions and enterprises, the Donald W. Reynolds Journalism Institute at the Missouri School of Journalism is seeding the Journalism Trust Innovation Engine at RJI. It's a one-year, "do-tank" to discover, assess, integrate and deploy multiple revenue solutions for the news industry across multiple platforms. Learn about the ideas and people behind the Engine in a short briefing and an interactive idea-gathering session.  (Discussion leaders: [http://www.newshare.com/wiki/index.php/Blueprint-participants-langeveld Martin Langeveld] / [http://www.newshare.com/wiki/index.php/Blueprint-participants-vanderclute Jeff Vander Clute)] </ul>
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* Sustaining journalism requires rethinking the very notion of advertising, and of news as a service, not a product.
  
===10:30 a.m. -- The Strategic Landscape: A briefing by Steve Mott ===
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With the New Information Valet Economy, the news industry may:
<ul>
 
*RJI commissioned former journalist and noted payments-industry analyst and consultant [http://www.betterbuydesign.com/resources.html Stephen Mott] of BetterBuyDesign to comprehensively study the best research on mobile, print and web marketplaces to paint a picture from a non-news-industry perspective of strategies for sustaining journalism. Be prepared for some surprises in his thought-provoking report. </ul>
 
[[Image:Gwu-lobby.jpg|frame|left|[SMPA break-out space]]]
 
  
===11 a.m. -- Work in progress: The Information in Valet Project===
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* Migrate from its historic role as the most-trusted consumer information source in print to a ubiquitous advisor, authenticator and retailer of news, entertainment and service information from anywhere.
<ul>
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* Aggregate for advertisers audience measurement and selected demographic data by unique users whose identity persists across a federated network that also tracks, aggregates, sorts and shares revenues.
*Moving from mass markets to mass customization, from gatekeeper to "information valet" is an urgent task for traditional print and broadcast news organizations. Reynolds Fellow [http://rji.missouri.edu/projects/info-valet/index.php Bill Densmore,] InfoCard's [http://www.parity.com/team.html#paul Paul Trevithick] and other collaborators present a work-in-progress concept solution addressing user privacy, interest-based advertising, customized news and multi-site subscription networks -- including a proposed launch timetable. What's missing? A Q&A follows. </ul>
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* Put in place technology for the optional sharing of content by subscription or click with sophisticated pricing and bundling options.
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While revenues and advertising will be shared, each owner-user of the collaborative will retain complete control of its existing customer (reader/advertiser) base, including name and account information. Demographics will be shared only based upon the opt-in permissions set by consumers and the joint business rules of the collaborative owners.
  
===11:45 a.m. -- The Wall of ideas: Taping the wisdom of our crowd ===
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The initial form is likely to be a [http://www.circlabs.com news-based social network,] strongly relevant content, absolute control for users over their demographic and financial data, and a means to share, sell and buy content from multiple sources with a single account.  The network will support news content creators by delivering high-value commercial content to end users; and will enable a two-way flow of payments or reward points in consumer accounts.
<ul>
 
*The Jack Morton Auditorium and adjacent foyer offers the space during lunch for participants to caucus and agree on critical topics to propose for discussion during one round of concurrent, group-called breakout sessions in the afternoon. We'll describe how the convening process works before serving a box lunch. But first, we'll ask everyone in the room: What are you working on?</ul>
 
  
===12:15-1 p.m. -- BOX LUNCH -- A chance to network ideas, and post breakouts ===
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==The vision: New revenues for news==
<ul>
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<big>To earn new revenue, news organizations need to quickly migrate their historic role as the most-trusted source of information from the product-oriented print world to a service-oriented digital “ecosystem.” The Information Valet Project at the Reynolds Journalism Institute is organizing an information-industry collaborative to build, own and operate a shared-user network layered upon the basic Internet. The IVP network will:</big>
*Post discussion topics on the News Wall, and negotiate with fellow convenors to combine or morph related topics.</ul>
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*ADVERTISING -- Advance the role, effectiveness of, and compensation for online advertising and marketing services via the ability to deliver targeted, interest-based advertising to individual, known consumers.
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*PRIVACY -- Allow end users to own, protect — and optionally benefit by sharing — their demographic and usage data, with the help of their competitively chosen “information valet” – such as their local newspaper.
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*SOCIAL NETWORK -- Provide a platform for customizing, sharing and personalizing the end-user web experience – a “news social network" with one ID, one passworld, one account and one bill.
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*TRANSACTION -- Allow online users to easily share, sell and buy content through multiple websites with one bill, one account, one ID and password which work at a plurality of participating websites. </h4>
  
===1 p.m. -- The Value of privacy: Findings from a new national study -- Prof. Lee Wilkins===
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<H4>MORE LINKS ABOUT . . . PRIVACY . . . ADVERTISING . . . COMMERCE . . . PERSONALIZATION</H4>
<ul>
 
*As the public becomes more aware of how its time and attention is "monetized," what are citizens willing to trade for the privacy, and how is it valued? Missouri School of Journalism Prof. Lee Wilkins reveals results from a new national study completed in in early April. </ul>
 
  
===1:45 p.m. -- The value of information: The Internet's 14-year flirtation with "paying for content"===
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*[http://www.newshare.com/wiki/index.php/Blueprint-links OTHER LINKS/COMMENT] . . . [http://newshare.com/ivp/valet.pdf ABOUT THE NEW(S)SOCIAL NETWORK] . . . *[http://www.informationvalet.org INFORMATION VALET PROJECT BLOG] . . . . [http://feeds.feedburner.com/infovalet RSS FEED]
<ul>
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*[http://www.flickr.com/photos/tags/infovalet TAGGED PHOTOS]
*Missouri School of Journalism graduate researcher Emily Sussman quickly previews her forthcoming paper surveying 14 years of experiments aimed at finding a new source of online revenue for news besides advertisements. Have any ideas worked? Remember the New Century Network? What do pioneers think today? What has been the impact on news? '''A Q&A follows.'''</ul>
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*[http://rji.missouri.edu/projects/info-valet/stories/radio-interview/index.php HEAR OR READ A Q&A EXPLAINING THE INFOVALET VISION]
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*[http://www.vimeo.com/3957132 WATCH A 20-MINUTE PRESENTATION] taped March 23 at Washington Univ., St. Louis
 +
*[http://informationvalet.wordpress.com/2009/03/28/audio-the-news-social-network-infovalet-explained-in-six-minutes/ LISTEN TO A SIX-MINUTE PRESENTATION]
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*[http://informationvalet.wordpress.com/slide-presentation/ VIEW A 12-FROM SLIDE SHOW]
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*[http://www.newshare.com/ivp/powerpoint.ppt DOWNLOAD A POWERPOWER PRESENTATION]
 +
<hr>
  
===2:15 p.m. -- QUICK-SHARE BRIEFINGS===
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==[http://newshare.com/wiki/index.php/Blueprint The origins: "Blueprinting the Information Valet economy:<br>Dec. 3-5, 2009, Columbia, Mo.]==
Briefings are 10-minute updates to share knowledge on key projects, ideas and technologies ongoing concurrently.
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*More than 50 editors, writers, technologists, publishers, entrepreneurs, academics, researchers and students gathered Dec. 3-5, 2008 at the [http://tinyurl.com/6zkzr4 Donald W. Reynolds Journalism Institute] at the Missouri School of Journalism. Their [http://www.newshare.com/ivp-flyer.pdf pre-arranged mission:] invent a new way to sustain the role of journalism in participatory democracy. Their approach: Create a shared-user web network for demographic privacy management, advertising and information commerce. ''
<ul>
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<hr>
*Charles "Chuck" Lewis, American University, founder Center for Public Integrity -- "Update on formation and funding of non-profit national and regional investigative journalism initiatives."
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==[http://www.newshare.com/wiki/index.php/Jta-event The report: "From Gatekeeper to Information Valet: Work Plans for Sustaining Journalism":<br>Wed., May 27, 2009 / 10 a.m.-4 p.m. / The George Washington University / Jack Morton Auditorium / 805 21st Street NW / Washington D.C.]==
*James "Jay" Hamilton, Duke University, author ''All the News That's Fit to Sell'' -- "Concepts for trading of privacy as an economic good."
 
*Jane Stevens, Reynolds Journalism Institute, "The RJI Collaboratory."
 
</ul>
 
[[Image:Gwu-floortwo.jpg|frame|right|[lobby / breakout space]]]
 
  
===2:30 p.m. -- Discussion and snack break -- preparing for breakouts ===
+
==Where we starting==
<ul>
+
====[http://newshare.com/wiki/index.php/ivp-what What is the Information Valet Project?]====
*Five briefings in four hours: It's time to connect the dots, assess options and get ready for a flight of breakout sessions.</ul>
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*A one-page description of the Information Valet Project at the Donald W. Reynolds Journalism Institute at the Missouri School of Journalism. [http://informationvalet.wordpress.com/about (HTML)] . . . [http://newshare.com/ivp/about.pdf PDF DOWNLOAD (two pages)]
  
=== 2:45 p.m -- Self-identified convenors call their 2-5 breakouts===
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==Why is the InfoValet Service needed?==
<ul>
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WHY IS 'BLUEPRINT THE IVP' NEEDED? [http://rji.missouri.edu/fellows-program/densmore-b/stories/intro/index.php (SHORT VIDEO)] . . . [http://www.newshare.com/wiki/index.php/Blueprint-video ALL VIDEO ARCHIVES]<br>
*Breakouts disperse within Jack Morton, the atrium and other designated spaces. The goal: Formulate recommendations and ideas for action for the Innovation Engine, the InfoValet Project and the general journalism community. Return with three ideas and at least one proposed action step. </ul>
+
The U.S. news industry struggles as print advertising moves elsewhere and web advertising's double-digit growth sputters. The industry can now rethink and relaunch its relationship with 50 million customers -- to become their "information valet" able to make money whether those users are buying services, information (including music and entertainment) or being paid for web seeking and contact with sponsored messages and advertising.
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*Consumers want a customized experience, but want to control and be compensated for use of demographic and usage profiles.  
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*The Internet needs a user-focused system for sharing identity, exchanging and settling value (including payments), for digital information. The system should allow multiple "Information Valets" to compete for and serve customers with varied topical interests and appetites for demographic sharing. It needs a '''<i>New(s) Social Network.'''</i><br><br>
  
=== 3:30 p.m. -- What we've learned / Next steps===
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[[Category:Infotrust]]
<ul>
+
[[Category:Persona]]
*Our breakout session scribes return and present -- A fast, faciliated "what have we learned" and "next steps"  session. (Bill Densmore)
+
26020 01-04-10
*Joining the Journalism Trust initiative</ul>
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30631 04-23-11
<br><hr>[http://newshare.com/wiki/index.php/Gwu-program VIEW PROGRAM / SCHEDULE]<HR>
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130,344 10-22-14
For more information [mailto:densmorew@rjionline.org email] Bill Densmore, 2008-2009 Reynolds Fellow, or call 573-882-9812.
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247,627 06-07-16

Latest revision as of 19:34, 7 July 2016

Looking for wrap up notes from the conference: "From Gatekeeper to Information Valet," held May 27, 2009? That page has moved.
This is the temporary landing page for the Information Trust Association initiative.

  • NEW: READ "From Paper to Persona" white paper on the Information Trust Exchange
  • AUDIO: Explaining the Information Trust idea / or ADDITIONAL VIDEO
  • This page includes remarks made by Bill Densmore on Dec. 2, 2009 at the U.S. Federal Trade Commission Workshop: "From Town Crier to Bloggers: How Will Journalism Survive the Internet Age?" Densmore was part of a panel entitled: "The New News." (WORKSHOP COVERAGE)


    Proposing a new collaboration: The Information Trust Exchange

    In a story about the Project on Excellence in Journalism's 2009 "State of the News Media" report, Time Magazine's M.J. Stephey concluded March 16, 2009: " . . . [I]f solutions aren't obvious, the report's overall message is: Will the future leaders of journalism please, please stand up?"

    It's time for the nation's news creators, aggregators and technologists to do so -- together.

    Ita-logo.jpg

    SUMMARY ABSTRACT: "The Internet needs a user-focused system for sharing trust and identity . . . managing privacy . . . and for exchanging and settling value (including payments), for digital information. The system should allow multiple "Information Valets" to compete for and serve customers with varied topical interests and appetites for demographic sharing. It needs a New(s) Social Network . . . . (t)o make a new market for digital information -- and attention -- we need to start creating a unique ownership and governance framework, assembling the required technology, and assessing the impact on law, regulation, advertising and privacy. . . . {t}he mission of the Information Trust Exchange) will be to help sustain, update and enrich the values and purposes of journalism through collaboration among news media, the public and public-focused institutions. ITE might be initiated and supported by major technology, publishing, advertising, consumer and philanthropic organizations. It would guide the creation of new standards and a platform for exchange of user authentication and transaction records which enables a competitive market for information, respecting and enabling consumer privacy and choice."


  • WHITE PAPER (short): The Case for the Information Trust Exchange
  • NEW: Trust, identity and commerce -- inseparable building blocks of a free market for digital information
  • The STRUCTURE of the Information Trust Exchange

  • THE TESTIMONY: Considering personalization . . . privacy . . . trust . . . advertising . . . commerce


    The defining challenge for news organizations in the 21st century is no longer managing proprietary information, but helping the public manage our attention to ubiquitous information. In less than a decade, we have moved from a world of relative information scarcity -- access restricted by a variety of technical choke points -- such as presses -- to a world of such information abundance that the average user's challenge is not how to access information, or even how find it, but how to personalize and make sense of it.

    The Internet as we know it today is not up to this task. To unleash a new user-driven attention economy, the next-generation Internet needs a common platform for sharing user identity and trust, one which explicitly values and allows us to trade our privacy, and makes a market for digital information in the classic retail-wholesale model. In such a world, the new news organizations will thrive, but they will become convenors and aggregators as much as original content providers. They will have a new way to exchange value for information and to participate in trust relationships.


    SLIDES: FRAMEWORK FOR A NEW NEWS ECOLOGY


    This system . . . platform . . . clearing house . . . should uniformly exchange payments for the sharing of text, video, music, game plays, entertainment, advertising views, etc., across the Internet. It could, for example, manage background -- wholesale -- payments for content that is repurposed for advertising gain by bloggers, collecting, sorting and settling copyright and other value exchanges among users, publishers and aggregators.

    A big idea

    It's easy to think of this as too big an idea -- one which will require significant technology and infrastructure. That's true. To be compelling, the system must have solid technology, a structure that enables the new-media service economy, and a motivating mission and culture. It must be ubiquitous, yet never be owned or controlled by either the government or a dominant private, for-profit entity. It should to be massively distributed and — in some fashion — might ideally be collaboratively owned. It should ride on the existing web, and not interfere with it.

    We have achieved this once. When the U.S. defense establishment developed the Internet, its goal was a massively distributed system that would withstand nuclear attack. Forty-some years later, it is the Internet’s design that itself has exploded our information culture more thoroughly than any feared warhead might. But while the system has succeeded beyond anyone’s imagination at opening up access to information, it has done little to enable the transfers of value to nuture and sustain that information. The Internet eliminates physical information product scarcity, becoming the perfect copy machine. As a result, the product-based models sustaining information creation crumble — first in music, now in newspapers, and possibly in books, magazines, video and music. What’s needed is a ubiquitous social network that enables consumers to share value for information services.

    The attention economy

    So we are now in the attention economy. In the attention economy users seek an experience which values their time and attention, providing them access to the information they need . . . from anywhere . . . quickly and easily. Before the Internet, this was a role served pretty well by daily ink on print. Today the product embodiment of that idea -- the newspaper is failing to keep up to the task. We are moving toward a new paradigm, part aggregator, part content creator, part social network and we are searching for a name for the service -- for lack of a better term, I've called it the information valet and it has been the focus of my research as a Donald W. Reynolds fellow at the Missouri School of Journalism over the last year -- and earlier, with the founding in 1994 of what has become Clickshare Service Corp., which I'm part owner of, and which has a potentially [ http://tinyurl.com/2wtlpu related patent.]

    It also has lead to the creation, in a major equity partnership with the University of Missouri and with investment from The Associated Press, of a company called CircLabs Inc.. But there is a missing piece -- the need collaborative, transparent, non-profit ownership of needed clearing house for information transactions. My hope -- and I am speaking only for myself -- is that for a missing piece can be formed as something called the "Journalism Trust Association" (or Information Trust Association).

    THE INFORMATION TRUST EXCHANGE

    The mission of the Information Trust Exchange will be to help sustain, update and enrich the values and purposes of journalism through collaboration among news media, the public and public-focused institutions. JTA might be capitalized by major technology, publishing, advertising, consumer and philanthropic organizations. It which would guide the creation of new standards and a platform for exchange of user authentication and transaction records which enables a competitive market for information, respecting and enabling consumer privacy and choice.

    Like common-gauge railroad tracks, interstate highways or standard, 60-cycle current, this platform should create a level playing field for the things sought by speakers yesterday (Dec. 1):

    • The "gold-standard" measurement of user-access to web resources sought yesterday by Scripps newspaper executive Mark Contreras.
    • The opportunity (but not the requirement) to charge for content sought by News Corp. chairman Rupert Murdoch.
    • The user-controlled personalized advertising which will allow Arianna Huffington's Huffington Post to thrive without charging.
    • And the accountability to users for their privacy sought by the Center for Digital Democracy's Jeff Chester.

    To make a new market for digital information -- and attention -- we need to start creating a unique ownership and governance framework, assembling the required technology, and assessing the impact on law, regulation, advertising and privacy. If you'd like to help build this idea to reality, please contact me.

    remarks end

    SOME IDEAS ABOUT A JTA / ITA STRUCTURE

    CONTACT INFORMATION

    Bill Densmore, Fellow
    Donald W. Reynolds Journalism Institute
    Missouri School of Journalism
    co-Founder, CircLabs Inc.
    617-448-6600
    densmore@rjionline.org

    MORE ABOUT THE INFORMATION-VALET ECONOMY

    A service network of “information valets” should replace the old physical product-oriented music, publishing and entertainment industries, replacing many CDs, newspapers, DVDs, perhaps even books. These valets will compete across geographic and topical spheres with search, advice, community, research, linking, hosting, data storage and other services. They will compete to be best at meeting the consumer’s diverse information needs within communities defined by individual users. Information resources will not typically be owned by the valet. Rather, the valet will be compensated for finding, shaping and referring them to the consumer, much as a retailer aggregates and merchandises for wholesalers.

    The information valet will be a service organization — like a law or accounting firm — and it will be paid accordingly. At first, it will be extremely difficult to convince people to pay for such a service. But as the years go by, it will be seen as an absolutely indispensable way to get through the day. People will become as reliant on their infovalet -- their "Newshare" -- as on their car, doctor, parent or colleague. Larger cities will have multiple "new shares" -- offering competing information-valet services.

    They will compete largely on technical grounds — which sorts best, who finds the real gems, and who provides premium information at the right price bundle. Advertising will be part of all this, but it will be an option — if you are willing to receive advertising, the cost of your "Newshare" will be less.

    Privacy as a service

    But the competition for mass-audience advertising on the web is such that it seems hard to imagine sustainable rates will ever support the amount of original reporting the United States has enjoyed for the last 50 years. Audiences are now atomizing and the only future for advertising is in presenting targeted messages to individual users. This means the entity that earns the right to receive value for advertising is going to be the one which does the best job of understanding and then servicing the needs of an individual user — including privacy. In the information-service economy, you information valet will be paid for arranging your attention when you look at an ad, and that payment will be a credit to an account, will offset your purchase of premium information. This represents an ebb and flow of attention and info-currency, depending upon whether it is information someone wants you to have or information you want.

    SUMMING UP

    • Journalism is expensive, and mass-market web advertising alone will not sustain it.
    • Charging for content puts up walls that destroy the brilliant utility of the open web.
    • Sustaining journalism requires rethinking the very notion of advertising, and of news as a service, not a product.

    With the New Information Valet Economy, the news industry may:

    • Migrate from its historic role as the most-trusted consumer information source in print to a ubiquitous advisor, authenticator and retailer of news, entertainment and service information from anywhere.
    • Aggregate for advertisers audience measurement and selected demographic data by unique users whose identity persists across a federated network that also tracks, aggregates, sorts and shares revenues.
    • Put in place technology for the optional sharing of content by subscription or click with sophisticated pricing and bundling options.

    While revenues and advertising will be shared, each owner-user of the collaborative will retain complete control of its existing customer (reader/advertiser) base, including name and account information. Demographics will be shared only based upon the opt-in permissions set by consumers and the joint business rules of the collaborative owners.

    The initial form is likely to be a news-based social network, strongly relevant content, absolute control for users over their demographic and financial data, and a means to share, sell and buy content from multiple sources with a single account. The network will support news content creators by delivering high-value commercial content to end users; and will enable a two-way flow of payments or reward points in consumer accounts.

    The vision: New revenues for news

    To earn new revenue, news organizations need to quickly migrate their historic role as the most-trusted source of information from the product-oriented print world to a service-oriented digital “ecosystem.” The Information Valet Project at the Reynolds Journalism Institute is organizing an information-industry collaborative to build, own and operate a shared-user network layered upon the basic Internet. The IVP network will:

    • ADVERTISING -- Advance the role, effectiveness of, and compensation for online advertising and marketing services via the ability to deliver targeted, interest-based advertising to individual, known consumers.
    • PRIVACY -- Allow end users to own, protect — and optionally benefit by sharing — their demographic and usage data, with the help of their competitively chosen “information valet” – such as their local newspaper.
    • SOCIAL NETWORK -- Provide a platform for customizing, sharing and personalizing the end-user web experience – a “news social network" with one ID, one passworld, one account and one bill.
    • TRANSACTION -- Allow online users to easily share, sell and buy content through multiple websites with one bill, one account, one ID and password which work at a plurality of participating websites.

    MORE LINKS ABOUT . . . PRIVACY . . . ADVERTISING . . . COMMERCE . . . PERSONALIZATION


    The origins: "Blueprinting the Information Valet economy:
    Dec. 3-5, 2009, Columbia, Mo.

    • More than 50 editors, writers, technologists, publishers, entrepreneurs, academics, researchers and students gathered Dec. 3-5, 2008 at the Donald W. Reynolds Journalism Institute at the Missouri School of Journalism. Their pre-arranged mission: invent a new way to sustain the role of journalism in participatory democracy. Their approach: Create a shared-user web network for demographic privacy management, advertising and information commerce.

    The report: "From Gatekeeper to Information Valet: Work Plans for Sustaining Journalism":
    Wed., May 27, 2009 / 10 a.m.-4 p.m. / The George Washington University / Jack Morton Auditorium / 805 21st Street NW / Washington D.C.

    Where we starting

    What is the Information Valet Project?

    • A one-page description of the Information Valet Project at the Donald W. Reynolds Journalism Institute at the Missouri School of Journalism. (HTML) . . . PDF DOWNLOAD (two pages)

    Why is the InfoValet Service needed?

    WHY IS 'BLUEPRINT THE IVP' NEEDED? (SHORT VIDEO) . . . ALL VIDEO ARCHIVES
    The U.S. news industry struggles as print advertising moves elsewhere and web advertising's double-digit growth sputters. The industry can now rethink and relaunch its relationship with 50 million customers -- to become their "information valet" able to make money whether those users are buying services, information (including music and entertainment) or being paid for web seeking and contact with sponsored messages and advertising.

    • Consumers want a customized experience, but want to control and be compensated for use of demographic and usage profiles.
    • The Internet needs a user-focused system for sharing identity, exchanging and settling value (including payments), for digital information. The system should allow multiple "Information Valets" to compete for and serve customers with varied topical interests and appetites for demographic sharing. It needs a New(s) Social Network.

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