Difference between revisions of "Ita"

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<hr><b>Looking for wrap up notes from the conference: "From Gatekeeper to Information Valet," held May 27, 2009? That page  
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[[Image:Rji-ideas.jpg|thumb|150px|right|[http://rji.missouri.edu/image-library/stories/new-building/index.php RJI PICTURED]]]
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[[Image:Rji-working.jpg|thumb|150px|right|[http://rji.missouri.edu/vision-and-mission/index.php THE RJI VISION]]]
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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>
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This is the temporary landing page for the Information Trust Association initiative.<br>
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<h2>
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*NEW: [http://www.papertopersona.org READ "From Paper to Persona" white paper on the Information Trust Exchange]
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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]
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</h2>
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*[http://www.newshare.com/wiki/index.php/Infotrust-blueprint2 "Blueprint to Build Congress" June 23-25 at Reynolds Journalism Institute]
  
[http://www.newshare.com/wiki/index.php/Jta-event has moved.]</b>
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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>
 
 
<i>This page provides additional background to a short proposal 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?"</i>
 
 
<hr>
 
<hr>
  
=Proposing a new collaboration: The Journalism Trust Association=
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=Proposing a new collaboration: The Information Trust Exchange=
  
<big><strong>In a story about the Project on Excellence in Journalism's 2009 [http://www.stateofthenewsmedia.org/2009/index.htm "State of the News Media"]  
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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>
  
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
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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]]
  
obvious, the report's overall message is: Will the future leaders of journalism please, please stand up?"</strong></big>
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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>
<br><br>
 
  
<H4>PERSONALIZATION . . .. PRIVACY . . . ADVERTISING . . . COMMERCE</H4>
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<hr>
 
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<h3>
The defining challenge for media organizations in the 21st century is not managing information, but helping us manage our attention to information. In less
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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]
than a decade, we have moved from a world of relative information scarcity -- access restricted by a variety of technical choke points -- to a world of such
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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>
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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<hr>
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<H2>THE TESTIMONY: Considering personalization . . . privacy . . . trust . . . advertising . . . commerce</H2>
  
I argue that the Internet as we know it today is not up to this task, and that what's needed to unleash a new user-driven attention economy, the
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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]
  
next-generation Internet needs a common platform for sharing user identity, 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 organzations we're talking about this afternoon will
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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.
  
thrive.  
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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.
  
 
<hr>SLIDES: [http://www.newshare.com/ftc/ftc-slides.pdf FRAMEWORK FOR A NEW NEWS ECOLOGY]<hr>
 
<hr>SLIDES: [http://www.newshare.com/ftc/ftc-slides.pdf FRAMEWORK FOR A NEW NEWS ECOLOGY]<hr>
  
This system should provide payments for the sharing of text, video, music, game plays, entertainment, advertising views, etc., across the Internet. It could,  
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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.
 
 
for example, manage background -- wholesale -- payments for newspaper content that is repurposed for advertising gain by bloggers. It's easy to think of this
 
 
 
as a "big 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.
 
 
 
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. Thirty-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 eliminated 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 soon in film and video. Books and magazines may yet
 
 
 
survive. What’s needed is a ubiquitous social network that enables consumers to share value for information services.
 
 
 
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 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.
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===A big idea===
  
It also has lead to the creation, in a major equity partnership with the University of Missouri and with investment from The Associated Press, a company
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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.
  
called [http://www.circlabs.com CircLabs Inc.]. But there is a missing piece -- the need for more creative, more collaborative ownership of CircLabs. My own
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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.
  
view -- and I am speaking only for myself -- is that missing piece should be something called the Journalism Trust Association.  
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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.]
  
THE JOURNALISM TRUST ASSOCIATION
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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).
  
The mission of the Journalism Trust Association would be to help sustain, update and enrich the values and purposes of journalism through collaboration among
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==THE INFORMATION TRUST EXCHANGE==
  
news media, the public and public-focused institutions. JTA might be capitalized by major technology, publishing, advertising, consumer and philanthropic  
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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.
  
organizations. It which would guide the create of new standards and a platform for exchange of user authentication and transaction records which enables a
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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):
  
competitive market for information, respecting and enabling consumer privacy and choice.
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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.  
  
Like common-gauge railroad tracks, interstate highways or standard, 60-cycle current, this platform should create a level playing field for:
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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>
  
-- The "gold-standard" measurement of user-access to web resources sought yesterday by Mark Contreras.
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<i>remarks end</i><br>
-- The opportunity (but not the requirement) to charge for content sought by Rupert Murdoch.
 
-- The user-defined personalization services which will allow Arianna Huffington to survive without charging.
 
-- And the accountability to user's for their privacy sought by 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
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<B>[http://www.newshare.com/wiki/index.php/Blueprint-form SOME IDEAS ABOUT A JTA / ITA STRUCTURE]</B>
  
required technology, and assessing the impact on law, regulation, advertising and privacy.  If you'd like to help build this idea to reality, please go to
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===CONTACT INFORMATION===
 
 
http://www.journalismtrust.org, where you'll find the substance of these remarks, as well as a link to a slide deck which provides more detail, and my contact information.
 
  
 
Bill Densmore, Fellow<br>
 
Bill Densmore, Fellow<br>
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co-Founder, CircLabs Inc.<br>
 
co-Founder, CircLabs Inc.<br>
 
617-448-6600 <br>
 
617-448-6600 <br>
[mailto:densmorew@rjionline.org densmore@rjionline.org]
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[mailto:densmorew@rjionline.org densmore@rjionline.org]
 
 
ONE SOLUTION — THE INFORMATION VALET
 
 
 
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
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==MORE ABOUT THE INFORMATION-VALET ECONOMY==
  
reporting the United States has enjoyed for the last 50 years. Audiences are now atomizing and the only future for advertising is
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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.
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
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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.
  
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
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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.
  
purchase of premium information. This represents an ebb and flow of attention and info-currency, depending upon whether it is information someone wants you
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===Privacy as a service===
  
to have or information you want.
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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.
  
SUMMING UP
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==SUMMING UP==
  
 
* Journalism is expensive, and mass-market web advertising alone will not sustain it.
 
* Journalism is expensive, and mass-market web advertising alone will not sustain it.
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With the New Information Valet Economy, the news industry may:
 
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,  
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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.
 
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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.
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.
 
* 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)  
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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.
  
base, including name and account information. Demographics will be shared only based upon the opt-in permissions set by consumers and the joint business
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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.   
 
 
rules of the collaborative owners.
 
 
 
 
 
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.   
 
  
 
==The vision: New revenues for news==
 
==The vision: New revenues for news==
<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  
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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>
 
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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.
print world to a service-oriented digital “ecosystem.” The Information Valet Project at the Reynolds Journalism Institute is organizing an  
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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.  
information-industry collaborative to build, own and operate a shared-user network layered upon the basic Internet. The IVP network will:</big>
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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>
*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. <h4>
 
  
 
<H4>MORE LINKS ABOUT . . . PRIVACY . . . ADVERTISING . . . COMMERCE . . . PERSONALIZATION</H4>
 
<H4>MORE LINKS ABOUT . . . PRIVACY . . . ADVERTISING . . . COMMERCE . . . PERSONALIZATION</H4>
  
*[http://www.newshare.com/wiki/index.php/Blueprint-links OTHER LINKS/COMMENT] . . . [http://newshare.com/ivp/valet.pdf ABOUT THE NEW(S)SOCIAL NETWORK] . . .  
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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]
 
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*[http://www.flickr.com/photos/tags/infovalet TAGGED PHOTOS]
*[http://www.informationvalet.org INFORMATION VALET PROJECT BLOG] . . . . [http://feeds.feedburner.com/infovalet RSS FEED]
 
*[http://www.flickr.com/photos/tags/infovalet TAGGED PHOTOS]<HR>
 
*[[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]]]
 
 
*[http://rji.missouri.edu/projects/info-valet/stories/radio-interview/index.php HEAR OR READ A Q&A EXPLAINING THE INFOVALET VISION]
 
*[http://rji.missouri.edu/projects/info-valet/stories/radio-interview/index.php HEAR OR READ A Q&A EXPLAINING THE INFOVALET VISION]
 
*[http://www.vimeo.com/3957132 WATCH A 20-MINUTE PRESENTATION] taped March 23 at Washington Univ., St. Louis
 
*[http://www.vimeo.com/3957132 WATCH A 20-MINUTE PRESENTATION] taped March 23 at Washington Univ., St. Louis
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*[http://informationvalet.wordpress.com/slide-presentation/ VIEW A 12-FROM SLIDE SHOW]
 
*[http://informationvalet.wordpress.com/slide-presentation/ VIEW A 12-FROM SLIDE SHOW]
 
*[http://www.newshare.com/ivp/powerpoint.ppt DOWNLOAD A POWERPOWER PRESENTATION]
 
*[http://www.newshare.com/ivp/powerpoint.ppt DOWNLOAD A POWERPOWER PRESENTATION]
<hr></h4>
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<hr>
  
 
==[http://newshare.com/wiki/index.php/Blueprint The origins: "Blueprinting the Information Valet economy:<br>Dec. 3-5, 2009, Columbia, Mo.]==
 
==[http://newshare.com/wiki/index.php/Blueprint The origins: "Blueprinting the Information Valet economy:<br>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  
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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. ''
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<hr>
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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.]==
  
[http://tinyurl.com/6zkzr4 Donald W. Reynolds Journalism Institute] at the Missouri School of Journalism. Their [http://www.newshare.com/ivp-flyer.pdf
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==Where we starting==
 
 
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. ''
 
 
 
==Where we're starting==
 
 
====[http://newshare.com/wiki/index.php/ivp-what What is the Information Valet Project?]====
 
====[http://newshare.com/wiki/index.php/ivp-what 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.  
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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)]
 
 
[http://informationvalet.wordpress.com/about (HTML)] . . . [http://newshare.com/ivp/about.pdf PDF DOWNLOAD (two pages)]
 
  
 
==Why is the InfoValet Service needed?==
 
==Why is the InfoValet Service needed?==
WHY IS 'BLUEPRINT THE IVP' NEEDED? [http://rji.missouri.edu/fellows-program/densmore-b/stories/intro/index.php (SHORT VIDEO)] . . .  
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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>
 
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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.  
[http://www.newshare.com/wiki/index.php/Blueprint-video ALL VIDEO ARCHIVES]<br>
 
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.  
 
*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  
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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>
 
 
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>
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[[Category:Infotrust]]
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[[Category:Persona]]
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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.

    26020 01-04-10 30631 04-23-11 130,344 10-22-14 247,627 06-07-16