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TECHNOLOGY GUIDE & DIRECTORY 2019 - townnews.com
TECHNOLOGY
GUIDE & DIRECTORY 2019

HELPING PUBLISHERS CONNECT WITH TODAY’S INNOVATORS

TECH, DATA &                AI IN THE                     PRINT GETS
DIGITAL SUBS                NEWSROOM                      PERSONAL
The evolving challenges     Artificial intelligence        German publisher offers
facing publishers seeking   helps editors expand          advertisers a personalised
more reader revenues        content horizons              print newspaper
                        4                            10                         18
TECHNOLOGY GUIDE & DIRECTORY 2019 - townnews.com
EDITORIAL STRATEGIES FOR SUCCESSFUL PREMIUM CONTENT

            VERDENS GANG (VG), OSLO
              5-6 NOVEMBER 2019

               WWW.WAN-IFRA.ORG/NRS19

                                    HOSTED BY
TECHNOLOGY GUIDE & DIRECTORY 2019 - townnews.com
OUR VIEWPOINT / IMPRINT
                                                                                                                      [www.wan-ifra.org]                 3
                                            Editorial

                                            The Guide & Directory –
                                            a business accelerator
                                            By Vincent Peyrégne, CEO of WAN-IFRA

T
     here are plenty of reasons to feel upbeat about the                         and workflows. Just at look how data and analytics have re-
     news industry and journalism – particularly thanks to                       shaped roles and organisation in newsrooms, how modern
     amazing tech talents who reinvent the way news is pro-                      CMSs are bringing real workflow and distribution efficiencies,
duced, delivered and consumed. I hope you will feel this en-                     or how artificial intelligence is starting to help newsrooms in
ergy while reading our Technology Guide & Directory 2019.                        myriad ways. Even the personalised newspaper is no longer a
                                                                                 dream... just check out our story on page 18.
Innovation, stimulated by a rich ecosystem of agile and adept
tech suppliers, generates true value for consumers and im-                       Quickly advancing those solutions to the market is one of the
proves their engagement with publishers. Innovation provides                     core missions of WAN-IFRA.
better products and services at competitive prices. Innovation
generates growth, increases productivity, and helps the bot-                     This guide is a business accelerator. It will provide you with
tom line. Innovation contributes to the attractiveness of an                     easy access to a global network of technology partners that
industry that lives from its talent, the quality of its content,                 reinvent the future of news today, be it with paid content
and the efficiency of its distribution platforms.                                strategies, targeted content or advertising, managing audi-
                                                                                 ence engagement, or improving production workflows.
With the continual pressure to adapt our business model, in-
novation is a mainstay of our commercial strategy. It’s a prac-                  It should also prepare publishing executives and staff who are
tice that can make or break our enterprises. To succeed in de-                   planning to attend our Expo in October in Berlin, where most
veloping quality solutions and making them a reality, it is vital                of the providers listed in this publication will be present.
for news entrepreneurs to rely on a robust ecosystem of tech
entrepreneurs.                                                                   The Technology Guide & Directory facilitates connections be-
                                                                                 tween entrepreneurs and media clients. It is an ideal way to
Indeed, we need a constant influx of new technologies and                        grow and foster innovation in our industry… a true win-win
talent to continuously challenge and reinvent our business                       for all players.

  Imprint: Technology Guide & Directory
  WAN-IFRA                                             Advertising                                        All rights reserved. Republication, duplication or
  Chief Executive Officer: Vincent Peyrègne            E-mail: [dean.roper@wan-ifra.org]                  distribution of any article, image, graphic or
  Director of Insights / Editor-in-Chief: Dean Roper                                                      media contained in the print or ePaper edition
                                                       Tel. +49.69.240063-261
                                                                                                          or of any material posted on [www.wan-ifra.
  Editorial team: Anton Jolkovski, Brian Veseling,     Advertising rates and terms and conditions pub-    org] is prohibited without permission.
  Michael Spinner-Just, Simone Flückiger               lished in Media Information 2019 are applicable.
                                                                                                          No responsibility assumed for unsolicited manu-
  Design and production: Gordon Steiger, free-         Copyright and imprint                              scripts. Viewpoints and signed contributions do
  lancer; Christian Pradel, freelancer                                                                    not necessarily express the opinion of WAN-
                                                       The Technology Guide & Directory is published
  Editorial                                            once a year in English.                            IFRA.
  E-mail: [editor@wan-ifra.org]                        Copyright 2019 WAN-IFRA CH, Rotfeder-Ring          Printed in Germany by DieDruckerei.de
  Tel. +49.69.240063-0                                 11, 60327 Frankfurt am Main, Germany
TECHNOLOGY GUIDE & DIRECTORY 2019 - townnews.com
4               DIGITAL SUBSCRIPTIONS
              [www.wan-ifra.org]
                                                                                                TECHNOLOGY GUIDE & DIRECTORY 2019

Tech and data issues pose stiff
challenges to reader rev strategies

As publishers turn to subscription             ity to serve samples of subscription con-            er data    t e ecret wea on
revenue to shore up their revenue              tent on their own terns, Google’s recent           User data has, for years, been the secret
strategies, all of them – from interna-        decision to close a loophole that allowed          weapon in publishers’ arsenals. The first-
tional business dailies to general-in-         audiences to use Incognito mode to ef-             party data volunteered by users who
terest local papers – are grappling            fectively bypass metered paywalls forced           choose to sign up and register for pub-
with the constantly evolving issues of         publishers’ hands.                                 lishers’ sites – even if they don’t choose
tech and data.                                      While research demonstrates that              to ultimately pay for that content – is a
                                               harder paywalls typically serve larger pub-        powerful resource.
As an example, publishers have been            lications, and therefore those publishers              It has been brought to the fore again
forced to make decisions about making          might have taken that route anyway, the            as a result of Apple going to war with
their paywalls stricter, not on their own      fact remains that publishers had to have           Google over privacy, the rise of the third-
initiative but in response to the actions of   the flexibility in their subscription tools in     party cookie, and the implementation of
a tech giant. While Google’s 2007 deci-        order to react as swiftly as they did.             GDPR. Alex Kirby, head of programmatic
sion to move to flexible sampling for sub-     Google’s argument, as it has been so               and audience data at Dennis Publishing,
scription-based publishers including The       many times, is the move was in service of          explains that, as painful as the process of
Times & Sunday Times boosted their abil-       user privacy.                                      implementing data protection policies has
TECHNOLOGY GUIDE & DIRECTORY 2019 - townnews.com
DIGITAL SUBSCRIPTIONS
                                                                                                         [www.wan-ifra.org]            5
                           “A well-implemented data platform at the centre of a news
                           publishing organisation must be able to fuel strategic
                           synergies among editorial staff, the paid content business, and
                           the advertising business.”
                                                                                                              Markus Engstrom
                                                                                      Head of Data Strategy, MittMedia, Sweden

been for publishers, ultimately it has “al-    engagement between user and publisher           Beyond that, while the rise of privacy leg-
lowed us to really look at... how we can       and reducing the likelihood of churn.           islation has made user data a rare com-
put privacy and those users at the fore-           The importance of investing in tech to      modity that can be utilised by publishers
front, and build products around that.”        reduce churn has been starkly demon-            who have an existing direct relationship
     Similarly, Financial Times Chief Data     strated both by The Times’ investment in        with a user, it does mean that fly-by-night
Officer Tom Betts told a WAN-IFRA study        tools designed to prevent just that, and in     visitors to your website or those users
tour: “One of the things that I think often    the Los Angeles Times’ recent disappoint-       who choose not to share any information
people don’t recognise about the impor-        ing subscription figures, which were            at all are suddenly much harder to con-
tance of subscription and reader revenue       chalked up almost entirely to the number        vert in any capacity.
is the value of the data that comes from       of users that fail to renew.                         Being totally GDPR-compliant, for in-
having a relationship with readers.”                                                           stance, effectively means waving good-
     The acknowledgment that publishers        The question of resources                       bye to any in-depth knowledge of individ-
have primacy when it comes to user data,       The unfortunate reality is that not all         ual users. In the immediate aftermath of
together with a widespread recognition         newspapers have the resources to invest         GDPR’s rollout there were messages from
that there are too many players in the         in bespoke data and subscription tech.          some US publishers, whose sites were not
data sphere, leading to revenue leakage        While off-the-shelf tools, even those that      compliant, that letting EU users onto their
along the chain, has led many successful       can be better tailored, are certainly useful,   sites simply was not worth the trouble –
digital subscription publishers to invest in   many smaller publishers struggle to invest      and some still do so!
building their own data and tech tools to      in cutting-edge tech, many relying on
capitalise on their position.                  old-fashioned techniques of trial and           Potential revenue opportunities
     Sweden’s MittMedia, for instance, has     error to try to improve their subscription      There are plenty of opportunities for pub-
moved its data tools from those offered        funnel.                                         lishers with regard to subscription reve-
by third parties to entirely in-house. Head                                                    nue, and data and tech solutions lie be-
of Data Strategy Markus Engstrom ex-                                                           hind most of them. The stark reality,
plains: “A well-implemented data plat-                                                         however, is that just as not all publishers
form at the centre of a news publishing           WAN-IFRA Report to                           can subsist from the finite amount of dig-
organisation must be able to fuel strate-         examine tech stack,                          ital subscription money, as the Los Ange-
gic synergies among editorial staff, the                                                       les Times example demonstrates, not all
paid content business, and the advertis-          digital subscriptions                        publishers are well-placed, or seem will-
ing business.”                                                                                 ing, to invest in the tools required for
                                                  WAN-IFRA is currently putting to-            subscription success.
Investing in tech to reduce churn                 gether a report on this topic to be               And with the landscape altering so
The Times & Sunday Times, too, have in-           published later this year. Tentatively       rapidly as a result of tech giants and legis-
vested heavily in tools that leverage the         titled “Unravelling the Tech Stack           lation, failure to adapt could be an exis-
user data to which they have access. Its AI       Behind Digital Subscriptions,” it will       tential crisis.
“butler,” James, for instance, is designed        be available free to WAN-IFRA
to serve more relevant content to its             Members and available for purchase           Story by Chris Sutcliffe for WAN-IFRA

logged-in users. That has the comple-             by non-members.
mentary benefits of both increasing the
TECHNOLOGY GUIDE & DIRECTORY 2019 - townnews.com
6               CMS DEVELOPMENT
               [www.wan-ifra.org]
                                                                                               TECHNOLOGY GUIDE & DIRECTORY 2019

The trends impacting
CMS considerations
A content management system sits at            What is the way forward with data                 some cases, improve the productivity of
the heart of a publishing operation,           analytics being embedded in CMS?                  news companies, stimulate them to rede-
so it is advisable to take a long-term         New technologies generate massive                 fine existing tasks, design new creative
approach when considering the pur-             amounts of data. In our enthusiasm                jobs, and offer new business contexts.
chase of a new system. Ideally, the            about data, we must never forget data
CMS should be able to adapt to new             on its own doesn’t tell a story. Media con-       How will AI affect CMS and work
developments, to ensure your pub-              sumers want the story behind the data.            processes at media organisations?
lishing company remains at the fore-           The next generation of CMS must be in a           Thanks to AI we will know what, how,
front. We asked industry veteran Luc           continuous learning modus, efficiently            and when to communicate even before
Rademakers about technological                 absorbing the most relevant data and in-          the event happens, and before anyone
trends that should be kept in mind             telligently reacting to real-time situations.     will have any idea of what will happen.
when planning for a new system.                     Publishers are still struggling to find      News companies will have to introduce
                                               the right balance of editorial and com-           pre-reporting, since limiting newsrooms
                                               mercial information that their consumers          to post-reporting activities will rapidly be
WAN-IFRA: Do media companies need              and potential consumers are open to, and          outdated.
to invest more in personalisation?             the information that could surprise them.             Now that digital giants such as Face-
Luc Rademakers: Absolutely. Personal-               Collecting the right data and deploy-        book, Apple, Google, Alibaba, Baidu and
ised media treat consumers as individuals,     ing the right analytics, with a clear strat-      Tencent are facing difficulties in creating
rather than just an anonymous part of a        egy that is well embedded in the com-             new value models, media companies
mass behavioural pattern. What individ-        pany, is often a challenge. Most                  need to focus on what they are histori-
ual doesn’t want to be recognised as a         companies have a progression margin in            cally good at: connecting people with rel-
valuable and unique person? That’s why         the profitability analysis of their content,      evant and unique content. And especially
personalisation in content and advertising     ads, and advertorials.                            do that in a climate where sustaining an
offers makes sense. If you don’t focus on           Collecting the data that fits in with        agile culture is critical, same for product
relevance to the individual, that individual   your strategy can lead to better insights.        innovation, and in responding to regula-
will ignore your medium.                       But even the best tech solutions will never       tory, security and moral issues.
                                               create a fully comprehensive yield optimi-            Investing in AI power when your tra-
                                               sation solution across different revenue          ditional business must survive in a shrink-
                                               types. Effective tech implementation is           ing market is not an obvious thing to do.
                                               mostly a people business. The implemen-           Media companies lack the resources that
                                               tation of a new CMS can accelerate a              big tech companies have. AI can be very
                                               change process; changing a company’s              helpful in being more efficient in what
                                               mindset is a leader’s job.                        you’re good at: serving and surprising
                                                                                                 your audience.
                                               What impact will artificial intelligence
                                               have on media, in your opinion?                   What about the impact of 5G on the
   Luc Rademakers is Associate Director        AI and IoT (internet of things) offer tre-        media industry?
   at PMP, an international strategy con-      mendous new opportunities for the                 It will definitely bring the quality of in-
   sulting company in media and telecoms,      media business. Content distribution will         stant distribution to the next level. The
   among other sectors. Rademakers has         become much more integrated in                    tech industry is developing next-genera-
   broad experience leading media trans-
                                               cross-selling propositions. The conveni-          tion technologies to take advantage of al-
   formation in executive roles. He is also
   an associate of the Global Advisory         ence level – access to information every-         ways-on, super high-speed connections.
   Team at WAN-IFRA.                           where at every given moment will de-              Instant reporting, agility, and technical
                                               termine which information providers will          quality are no-brainers. 5G will be crucial
                                               survive. AI will definitely, and already is       in capturing and distributing live video
TECHNOLOGY GUIDE & DIRECTORY 2019 - townnews.com
CMS DEVELOPMENT
                                                                                                       [www.wan-ifra.org]           7

footage of breaking news events. We are        ognition and access modes will                 websites supporting visual and voice
still in the early days of 5G, and it’s too    dramatically change the way we log in          search will score higher in customer ac-
early to experience the real benefits of it,   and the way we will be served. In China,       quisition, loyalty, market share, and reve-
but 5G will definitely transform the way       several spectacular and strong UX appli-       nue.
we communicate in the new world of             cations of recognition have been recently
mass connectivity.                             tested and introduced.                         Generally speaking, what do you see
                                                   Once the ownership, security and ex-       as the most important challenge for
What applications will we see first?           change questions raised by recognition         publishers?
Real-time telepresence will become com-        are tackled sufficiently, the industries can   Media organisations are used to covering
monplace. Socialising around content at        start to integrate recognition technolo-       the past and the present. Preparing for
different kind of events will be accessible    gies. The gain of time and energy would        the future in an entrepreneurial way is
at all times. Adding data, video chatting,     be huge for news companies, no less            key. To reinforce their front-runner posi-
VR, and AR experiences will be necessary       than in other industries.                      tion, media managers and employees
for creating a direct interface between            Consumer demand for voice devices is       need to move faster than technolo-
your physical and digital environment and      best illustrated in the automotive sector.     gy-based innovation does. Speed of
your personal behaviour and needs.             In the news industry, innovation in voice      change will determine who runs in front
    Even more promising are the extra          devices is still poor. In the coming years,    and who does not.
services, innovations and data that will
enrich instant sports reporting, thanks to
extra bandwidth, faster data sharing and
faster broadcast capabilities. News orgs
                                                 Expo guided tours:
need to be prepared for that revolution.         CMS, Multi-Channel Publishing
What’s the potential of voice and                Guided tours at DCX Digital Content Expo 2019 in Berlin will give visitors an op-
visual search-based queries for the              portunity to see some leading system providers up-close. A CMS tour will be held
news industry?                                   at 11:30 on Tuesday, 8 October. Multi-Channel Publishing tours will be held at
Convenience is crucial in every user expe-       14:00 on Tuesday, 8 October, and 15:15 on Wednesday, 9 October.
rience (UX). Most consumers favour con-
venience over privacy. Genetic-based rec-
TECHNOLOGY GUIDE & DIRECTORY 2019 - townnews.com
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TECHNOLOGY GUIDE & DIRECTORY 2019 - townnews.com
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                                                                                              Q&A....
‘We want to facilitate digital transformation’
Today we often hear about publishers moving toward “digital-first” or “mo-
bile-first,” when in fact “audience-first” should drive any newsroom’s
content strategy. To plan, publish and distribute multimedia content, that
implies a “story-first” mentality in the newsroom trenches. And that is some-
thing that must be at the forefront of a publishing solution provider’s devel-
opment strategy. Jacob Gjørtz, VP of Marketing at CCI Europe, shares his
views on the state of today’s modern publishing platforms.

What is the greatest demand today             The challenge is that there isn’t one media
from newsrooms in terms of invest-            consumer today, but a lot of different
ing in or optimising a CMS?                   consumers with different content and
                                              channel needs. So media companies not
The media companies that we work with         only have to publish content across an in-
typically seek more than just a CMS. They     creasing number of channels. They also
seek a foundation for their digital trans-    must be able to create content that is na-
formation and a partner to help them          tive to each channel in order to offer a        Another approach is to offer an open and
drive this process.                           quality experience and ultimately retain        flexible platform which allows you to add
Today’s media companies are faced with        their consumers.                                new tools and functions as your business
a number of business challenges which         For many newsrooms, this presents one           needs evolve. This is the concept that we
are all linked to technology in one way or    of the biggest challenges. How do you           offer with our CUE platform. Instead of
another. In order to successfully trans-      create good mobile content when your            being locked in a monolith, you get a set
form your media business, you need a          system and workflows are set up for print-      of core functionalities relating to content
technology platform that doesn’t keep         first or web-first production? How can you      creation, asset management, and content
you locked in old formats and workflows.      avoid spending hours reformatting stories       distribution. You are then able to inte-
You need a platform that, for example, al-    to different channels? How do you make          grate basically any best-of-breed tool that
lows you to experiment with new chan-         sure that your newsroom is prepared to          you prefer, e.g. online tools like Slack,
nels and content formats, quickly and         deliver content to any new channels that        Trello, Chartbeat etc. – within the same
cost-effectively.                             might emerge in the future?                     user interface.
Any technology partner’s mission should       This is the challenge that CMS vendors
be to empower media companies to be           need to help newsrooms solve. By offer-         There are two schools of thought
agile and innovative via the use of tech-     ing a technology platform which allows          today regarding tech: develop in-
nology. And that starting point is not the    them to work ‘story-first’ and automati-        house or partner with a trusted pro-
specific CMS and its features. Instead,       cally distribute their content in native for-   vider. How have your clients ap-
start by focusing on the business chal-       mats across channels.                           proached this?
lenge that the customer is trying to solve.
                                              Many publishers are constantly ex-              Actually, the one approach doesn’t rule
Newsrooms are increasingly pivoting           perimenting with new tools and tech-            out the other. We work with a number of
to audience-first content strategies.         nologies, analytics or AI, for example.         media companies that have decided to
What complexity does that bring to            What impact will this have on the de-           put CMS development into our hands in
their publishing workflows and distri-        velopment of CMSs?                              order to free up in-house tech resources
bution?                                                                                       for other business-critical projects.
                                              There are two approaches to developing          In all projects, we aim to establish a close
Media companies are adapting their core       CMSs, or publishing platforms as we pre-        working relationship with our customers’
business models to be based more on           fer to call them. One is to analyze and an-     tech departments to ensure that the solu-
reader revenue and less on ad revenue.        ticipate your media company’s current           tion is effectively implemented through-
So ‘audience first’ basically means ‘con-     and future publishing needs, and then de-       out the organization and ownership is
sumer first’. You have to put the con-        velop all the appropriate functionalities to    passed on. Our mission is not just to be a
sumer front and center in your product        meet these needs.                               system provider. We want to facilitate digi-
offering and product development.                                                             tal transformation.
TECHNOLOGY GUIDE & DIRECTORY 2019 - townnews.com
10             TRENDS IN NEWSROOMS
             [www.wan-ifra.org]
                                                                                           TECHNOLOGY GUIDE & DIRECTORY 2019

The rise of AI in the newsroom
From creating news stories automati-         Marconi, The Wall Street Journal’s R&D          analyse huge amounts of data and ena-
cally to optimising content delivery,        Chief and author of the upcoming book           bling them to quickly find relationships
more and more newsrooms world-               Newsmakers: Artificial Intelligence and         among different entities. The Interna-
wide are using artificial intelligence       the Future of Journalism. “AI is already        tional Consortium of Investigative Jour-
to automate and augment their re-            impacting and transforming all of these         nalists (ICIJ) uses an AI-powered tool to
porting and other newsroom pro-              different areas,” he says.                      automatically recognise and index text
cesses. The second chapter of                                                                documents. That software was used by
WAN-IFRA’s Trends in Newsrooms               Sifting, analysing masses of text               ICIJ reporters to process 13.4 million con-
2019 Report, excerpted here, exam-           Naturally, news gathering is a major part       fidential documents relating to offshore
ines this rapidly developing trend.          of any reporter’s job. AI can cut down on       investments, an effort that facilitated a
                                             time spent on this task, help journalists       blockbusting journalistic series, “Paradise
According to early insights from a survey    gather insights more quickly and even           Papers: Secrets of the Global Elite.”
about AI technologies conducted by Jour-     offer a potential competative advantage.
nalism AI, a collaboration between LSE’s          With that in mind, in 2017 Reuters         Promises of efficiency and scale
(London School of Economics and Politi-      launched a tool called News Tracer, de-         At the production level, the use of algo-
cal Science) media think-tank Polis and      signed to sift through millions of tweets       rithms promises efficiency and scale, be it
the Google News Initiative, most respond-    per day to flag potential breaking news         by automatically generating news texts
ents reported “positive results on a wide    events, often identifying them more             based on structured data, switching be-
range of applications,” including ads tar-   quickly than other news organisations           tween media types, or repurposing con-
geting, propensity models for subscrip-      could, the company said. Similarly, in late     tent for different platforms.
tions, comment moderation, and facial        2018, Reach in the UK announced some                Automated content generation is al-
recognition technologies applied to public   of its regional newsrooms would deploy          ready fairly prevalent, with a number of
figures in public interest reporting.        an off-the-shelf AI-powered tool to moni-       larger newsrooms using natural language
    “If you think about the news process,    tor some 60,000 online sources and alert        generation to produce “commodity
you have essentially three main steps of     journalists to “pre-trending” stories.          news” to expand their coverage and free
value creation: news gathering, produc-           AI systems also show potential for in-     up journalists’ time so that they can focus
tion, and distribution,” says Francesco      vestigative journalism by helping reporters     on more in-depth reporting tasks.
TRENDS IN NEWSROOMS
                                                                                                        [www.wan-ifra.org]       11
The Associated Press (AP), where Marconi                             “A I is already impacting and transforming …
previously co-led content automation and                             the three main steps of value creation: news
artificial intelligence efforts, started auto-
mating its corporate earnings reports a                              gathering, production, and distribution.”
few years ago, enabling the news agency
                                                                                                                       Francesco Marconi,
to increase the number of companies it                                                                The Wall Street Journal’s R&D Chief
reported on from 300 to 4,000. Similarly,
MittMedia, one of Sweden’s largest local
media groups, launched a sports bot to
cover lower-level leagues and a wider
range of sports, generating 41,000 arti-         created by humans, and it can make mis-       pect of this kind of generation of
cles in 2017-2018 and even helping drive         takes – errors that often result from the     misinformation is deeply troublesome. For
paid subscriptions.                              biases in how AI is designed, as well as      example, fake videos can make politicians
                                                 the data used to train it. The output is      appear to say things they never said, or
From data to musical chords                      only as good as its input.”                   falsely implicate people in crimes.
Other examples of how AI can enhance                 Increasingly, it is being acknowledged        The deepfake phenomenon also
production include automated creation of         that AI software is prone to the same er-     poses a threat to journalistic trust and in-
videos from text, and data sonification.         rors and biases that humans exhibit and       tegrity. It means that in addition to carry-
The latter technique, which The Wall             can even exacerbate those inequities,         ing out traditional fact-checking pro-
Street Journal is experimenting with, al-        since they are often implemented on           cesses, journalists must also be vigilant for
gorithmically transforms numerical data          massive scales with little oversight.         the possibility that videos or images might
into musical chords to make charts and                                                         have been falsified.
data visualisations accessible to visually       Investigating algorithms                          Some newsrooms are taking proactive
impaired people. “It’s an emerging exam-         A ProPublica investigation into ma-           measures to deal with deepfakes. For ex-
ple, but it’s fascinating how AI allows us       chine-generated risk scores used by gov-      ample, The Wall Street Journal has
to create news experiences that we never         ernment criminal justice officials found      formed a media forensics committee to
thought we would,” Marconi says.                 the software to be biased against black       train journalists. Also, The New York
     As for distribution, the third step in      defendants. That kind of investigative re-    Times is exploring how to leverage block-
the news value chain, AI can help deter-         porting will increasingly be needed to en-    chain to map the provenance (origin and
mine the best time to publish a story or         sure that in an algorithmically-driven        modification history) of data. And Reuters
personalise the delivery of content to the       world, software is held accountable.          has cooperated with a specialist produc-
audience. Media organisations including              Another emerging risk of AI-driven        tion company to create a deepfake video,
Reuters, the Chicago Tribune, Hearst, and        content generation has manifested itself      to test whether its user-generated
CBS Interactive deploy the AI-powered            in the form of so-called deepfakes. These     content team can tell the file is not au-
content distribution platform TrueAnthem         are images or audio files generated or al-    thentic.
to determine what stories should be recir-       tered with the help of AI to dupe an audi-
culated and when they should be posted           ence into thinking they are real. The pros-   Story by Simone Flueckiger, WAN-IFRA

to social media platforms. To make those
decisions, the system tracks signals that
predict performance, including the level
of audience engagement, publishing fre-                                               With expert interviews and case studies from
quency, and time of day.                                                              around the world, the second chapter of
     Regardless of how well algorithms are                                            WAN-IFRA’s Trends in Newsrooms 2019 Re-
programmed, the conclusions drawn by                                                  port examines the ways artificial intelligence is
machines are not always correct. Journal-                                             affecting and transforming all steps of the news
ists must always question outcomes, vali-                                             process, from news gathering to production
date methodologies and ensure explaina-                                               and distribution.
bility. That is no easy task; algorithms are
difficult to audit and, as such, to hold ac-                                          The chapter is free to download for WAN-IFRA
countable.                                                                            Members and can be purchased by non-mem-
     “The insights generated through AI                                               bers. [See www.wan-ifra.org/tin_ai_newsroom.]
should be used as a compass that guides
reporting, not as a clock that provides in-
fallible information,” says Marconi. “AI is
12              PERSONALISED NEWS
              [www.wan-ifra.org]
                                                                                             TECHNOLOGY GUIDE & DIRECTORY 2019

Content Personalisation N etwork:
A new approach to personalising news
A group of broadcasters, researchers            Meanwhile, The Times of London and the         formation overload.
and technology providers is building            Sunday Times are using an algorithm to              This is where the CPN project comes
a state-of-the-art news personalisa-            serve up content through personalised          in. Funded by the European Union’s Hori-
tion platform. After a year and a half          newsletters, which is helping them reduce      zon 2020 research and innovation pro-
of research and development, the                subscriber churn.                              gramme, CPN teams up professionals
Content Personalisation Network                     Why those and many other publishers        from various industries. Through its
(CPN) project is looking for news pub-          are taking advantage of personalisation is     Global Alliance for Media Innovation
lishers to test its recommender.                clear. It can offer deeper engagement          (GAMI) network, WAN-IFRA is a CPN pro-
                                                with the audience. When readers are            ject partner.
News publishers are increasingly realising      served the kind of content they are inter-
the power of personalisation. For in-           ested in, they are more likely to consume      Personalisation must be personalised
stance, in the latest version of its iPhone     more of it and come back regularly. Also,      Although more and more publishers are
app, The New York Times added a promi-          many readers feel overwhelmed by the           experimenting with personalisation, the
nent new section “For You,” which fea-          avalanche of news today, and personal-         industry hasn’t cracked the code yet. In
tures articles based on the user’s interests.   ised content can act as an antidote to in-     fact, it’s very likely that there is no single

CPN project part-
ners (at right)
include broadcasters,
researchers, and tech-
nology providers.
PERSONALISED NEWS
                                                                                                             [www.wan-ifra.org]       13
algorithm that fits all titles and all types of
audiences.
    “Our tests with users have shown
that not everyone likes the same thing,”
says Tilman Wagner, innovation manager
at Deutsche Welle, Germany’s interna-
tional public broadcaster, a CPN project
partner. “Some people like to pick cate-
gories before they start, others expect the
system to do all that for them, while
some people think personalisation focus-
ing on one aspect alone (for example lo-
cation) is enough. And for some, you
need all of the above.
    “It’s a bit ironic when you think of it:
Personalisation must be personalised,” he         A screenshot of the prototype CPN recommender web application interface
said.

Bursting the filter bubble                        could trap their readers in a so-called filter   How exactly does the CPN algorithm de-
Instead of trying to create a one-size-fits-      bubble, meaning that the algorithm               termine what content should be dis-
all product, the CPN project is building a        would prevent them from seeing impor-            played to which person? Instead of using
recommender that uses “micro-services,”           tant content that doesn’t match their            a single metric such as a reader’s past
a range of interconnected functionalities         preferences.                                     reading behaviour, the algorithm com-
and operations, such as content analysis              CPN has aimed to address the fil-            bines a variety of signals, ranging from
and user profiling, which working to-             ter-bubble issue from the start of the pro-      semantic content analysis to checking
gether make content personalisation pos-          ject, by featuring a mixture of personal-        what other users with similar profiles
sible.                                            ised and selected content, for instance.         have read.
     Thanks to this “modular” approach,               “The CPN recommender gives pub-                  In addition, the recommender tries to
the different services can be adjusted sep-       lishers control over what content should         inject the occasional “surprise”: an article
arately, which means that the CPN plat-           be prioritised, thus allowing them to use        that doesn’t match the reader’s interests.
form is highly flexible and can easily be         their editorial judgement in deciding                “Finding the right balance is tricky.
adapted to the needs of different types of        what articles their readers shouldn’t            People expect personalised content, but
publishers.                                       miss,” says Ilke Lemmelijn, an innovation        on the other hand, they also like to be
     This also allows the platform to sup-        project leader at VRT, a Belgian public-ser-     surprised and find things they wouldn’t
port third-party integrations, which can          vice broadcaster and CPN project partner.        have expected,” says Wagner.
be “plugged in” to add new features.                                                                   “Everyone is trying to create the per-
The CPN consortium is already working             Rebuilding trust in personalisation              fect algorithm, but no one has found it
with a group of startups that are develop-        Readers, on the other hand, may be sus-          yet,” he adds. “But since we’re a research
ing new services to enhance the recom-            picious of the kinds of algorithms that          project and have been able to experiment
mender.                                           power content personalisation.                   heavily, we’ve been able to make signifi-
     During the course of the project, the            “Social networks, and particularly           cant progress on this.”
recommender will be put in front of hun-          Facebook’s News Feed, have given algo-               The recommender has gone through
dreds of test users. One insight that has         rithmic personalisation a bad name, since        two rounds of piloting with test users,
already come out of user testing is how           users don’t exactly know how they func-          with one more round to follow in early
easily readers become afraid of missing           tion,” says Wagner.                              2020. The CPN project is looking for
out on important articles.                            CPN aims to address such concerns by         media companies to join the initiative and
     “It’s really a balance. People have to       being as open as possible about the algo-        benefit from the CPN software for free.
feel that they are seeing personalised            rithm’s functionalities. For example, users      Read more at www.projectcpn.eu.
content, while at the same time feel that         can verify why the recommender is pre-
they also discover other important articles       senting them with a specific article.            Author: Teemu Henriksson, Project Coordi-
as well,” says Wagner. “It’s a very subjec-           “We want to bring more transparency          nator, Global Alliance for Media Innovation
                                                                                                   (GAMI)
tive feeling.”                                    into the equation. We believe that it will
     Indeed, some news industry profes-           help rebuild audiences’ trust in personali-
sionals worry that personalised content           sation,” Wagner says.
14             ADVERTISING ALLIANCES
             [www.wan-ifra.org]
                                                                                           TECHNOLOGY GUIDE & DIRECTORY 2019

Technical considerations for
publisher advertising alliances
Just bringing competing publish-             tising to incorporate other media in which      which comprises some of the largest Por-
ers on board would seem to be                the publishers can sell ad space.               tugese publishers, was designed to offer
the biggest hurdle to overcome in                 Quite apart from the cultural chal-        advertisers access to audience segments
forming an ad alliance. And in-              lenges of convincing a raft of different        with 100 percent accuracy based on
deed, in most cases, that’s true.            newspapers – many of whom do not                pooled first-party data. That is based on
But the technology issues associ-            share one another’s values and politics         creating a single sign-in, the complexity
ated with making it work bring               and have previously considered them-            of which is an ongoing concern:
their own set of challenges.                 selves competitors there are tech limita-           “It looks complicated because it is
                                             tions and considerations that go into cre-      complicated when you have 70 different
Advertising alliances are very much en       ating effective alliances that deliver on       websites, 20 different technologies, sites
vogue among publishers, who recognise        their potential. From single sign-in to en-     and apps that we built 10 years ago, and
that providing comparable audience sizes     suring consistency of cross-device experi-      some from this year, so the main issue
to the Duopoly, with greater guarantees      ence, the challenge for publishers in alli-     that took almost one and a half years was
of audience fidelity and data, makes         ances is in marrying common goals to            addressing the technical issues. A stable
them an attractive proposition for brands.   functional tech.                                log-in with six different companies and
The adage that such alliances provide                                                        70 different websites – to make a stable
“ease of use at scale” is becoming more      Single sign-in – the good, the bad...           log-in and it’s not yet stable – on Safari, it
true than ever, with some alliances offer-   Mário Matos is a member of the Nonio            doesn’t work. It simply doesn’t work.”
ing access that goes beyond digital adver-   project Steering Committee. Nonio,                  The difficulty of creating a single
ADVERTISING ALLIANCES
                                                                                                      [www.wan-ifra.org]       15
sign-in for users arises both from the cul-               “It look s complicated because it is complicated when
tural side – as seen with the reticence                   you have 7 0 different websites, 20 different
publishers initially had to using Subscribe
With Google, which meant handing a                        technologies, sites and apps that we built 1 0 years ago,
portion of the process to a competitor,                   and some from this year, so the main issue that took
despite the convenience – and in the
need to balance publisher and audiences’
                                                          almost one and a half years was addressing the
data concerns equally.                                    technical issues. … ”
     Bertrand Gié heads France’s Figaro                                                                              Mário Matos,
Group’s News Division, which includes                                    Steering Committee member of the Nonio project in Portugal
the daily Le Figaro, and is the president of
GESTE. He says: “Today, [targeting is]
based on the cookie, but cookies are im-
perfect, we are always trying to figure out    OpenX. Despite all these efforts, The         lenge: “Our aim for the second half of
who is behind the screen, because you          Guardian Chief Revenue Officer Hamish         the year is to have a joint product offering
don’t really know who is behind them,          Nicklin has acknowledged that, as a result    for advertisers where they get control and
and with GDPR, on their way out and            of the complexity and interconnectivity of    see if it works. We will automatically turn
e-privacy could be the last nail in the        digital advertising, sometimes Guardian       off advertising on negative content. They
cookies coffin.”                               data and inventory will be “flying            can use all the data we have and connect
     As a result, he argues that a single      around” the many other thousands of           it to their own data in a safe, GDPR-com-
sign-in system that does not share infor-      players in the chain, many of whom The        pliant fashion [with] quality and most im-
mation about a user beyond the bounds          Guardian does not contract with.              portantly, transparency.”
of their activity on an individual publish-                                                       So while publishers have recognised
er’s site but effectively allows publishers     n     r ng data r ac                         the need to put aside their differences in
to have a base of logged-in users from         That issue brings another one to light –      order to provide a credible alternative to
whom they can gather data whenever             privacy legislation means ad alliances        the Duopoly to maximise their advertising
they alight upon a publishers’ website is a    need to ensure that the first-party data      potential, they are still working through
workable compromise between publisher          they sell as part of the exchange is com-     the technological aspects of advertising
and audience desires.                          pliant with rules governing data privacy,     alliances. It is to be hoped that the techni-
                                               while also being useful to the buyers.        cal hurdles can be overcome, since even
 ol ng re e       t ng tec       e             Wouter Hulst, project manager on behalf       the most established alliances are really in
In the UK, Project Ozone, a joint collabo-     of publishers for the NLProfiel initiative,   the early stages of a long-term play. Stay
ration among some of the country’s big-        which is focused on making demographic        tuned.
gest newspapers, including The Guardian,       segmentation data available to advertisers
                                                                                             Story by Chris Sutcliffe for WAN-IFRA
News UK titles, The Telegraph, and local       on their own terms, explains the chal-
publisher Reach, was set up to address
one of the failings of the digital advertis-
ing model that had been specifically cre-
ated by tech – that of revenue leakage              Report, webinar on
along the value chain. Danny Spears, for-
mer head of The Guardian’s program-                 Publisher Ad Alliances
matic advertising team and now lead on
the project, explains:                              WAN-IFRA published a Report, “Publisher Ad Al-
    “Both of our offerings are under-               liances – Why they make sense and how they
pinned by Ozone’s common ID, which                  work,” last year, which can be downloaded free
helps our publishers reduce their depend-           of charge by WAN-IFRA Members and purchased
ency on third-party IDs and which pro-              by non-members. More information about the
vides a foundation for match rates and              report is available at
ultimately, monetisation. ...This is the            www.wan-ifra.org/ad_alliances_report.
beating heart of the Ozone proposition.”                Also, a webinar was held with Fiona McKin-
    As part of that ongoing effort to en-           non, General Manager of the Pangaea Alliance,
sure that tech – and the opacity of much            who was also featured in the report. The webinar
of the digital advertising world – Ozone            can be replayed at www.wan-ifra.org/alliance_webinar.
in turn partnered with ad exchange
16             PRODUCTION TRENDS
             [www.wan-ifra.org]
                                                                                         TECHNOLOGY GUIDE & DIRECTORY 2019

When it comes to print innovation,
technology is not the only answer
  We asked Manfred Werfel, WAN-
  IFRA’s printing expert, to describe
  the developments in printing he
  sees as important for the newspa-
  per industry in the coming years.
  After more than 20 years with
  WAN-IFRA, Werfel will retire fol-
  lowing this autumn’s IFRA World
  Publishing Expo in Berlin.

WAN-IFRA: If you look around central         men. In certain regions and markets, the      rier media house and the idea of the
Europe, for example, how would you           equipment and retrofitting of newspaper       #Karrieregeil [a magazine aimed at young
characterise publishers’ and printers’       presses with heatset dryers or UV curing      professionals] was born just one brain-
investment strategy in their printing        systems is a field for newspaper invest-      storming session later. … We need some-
business? Where is the primary               ments.                                        thing different – a product for a young
focus?                                           Publishers and newspaper printers are     and powerful target group that Südkurier
Manfred Werfel: In Europe, investments       investing not only in technology but also     has not yet been able to serve with its
are still being made in newspaper tech-      in the development of new business areas      products.”
nology for prepress, printing and finish-    such as product development, marketing
ing. Investments are primarily aimed at      and sales. Technology alone is not            The World Printers Forum within
simplifying and automating processes         enough to meet challenges concerning          WAN-IFRA just published the Report
where it makes sense and is economically     the development of new products and           “Extend the Life of Your Press.” What
useful.                                      business areas. I quote from the col-         is the main takeaway from that re-
    Plate production is automated and in-    leagues at Südkurier in Konstanz, Ger-        port, in your opinion?
tegrated into the printing department.       many, as published in the WAN-IFRA Print      The report is about optimal methods of
The CTP systems are located at the con-      Innovation Awards 2018 Report:                press maintenance. What is the best time
trol console and are operated by the             “What target group can’t we cur-          to replace a defective part of a printing
pressmen. Where the job structure is         rently offer our advertisers? Which solu-     press? It is best to replace a faulty or
characterised by many job changes, the       tions are missing for the acquisition of      damaged machine part exactly one day
aim is to invest in systems for automatic    new ad customers? Which products              before it finally fails.
or semi-automatic plate changing.            would we recommend 100% to our per-               But how can this time be determined?
    Printing presses are equipped with       sonal environment? What kind of product       Because this seems almost impossible,
closed-loop control systems for register     with what content do we want? And can         many users replace critical parts on a
control and colour control, but also for     we do something completely different?         fixed schedule. But that can be too early
controlling many other functions that pre-       “These questions had long been the        and cause unnecessary costs. Others re-
viously had to be controlled by the press-   focus of the product managers at Südku-       place faulty modules only after they have
PRODUCTION TRENDS
                                                                                                            [www.wan-ifra.org]        17
caused damage already. This is usually too      “P ublishers and newspaper printers are investing not only in
late and increases the damage unneces-
sarily or even leads to a complete break-
                                                technology but also in the development of new business areas
down of the machine.                            such as product development, mark eting and sales.”
     There should therefore be a way to
establish a proactive maintenance system                                                                                   Manfred Werfel,
                                                                                                                  WAN-IFRA’s printing expert
that avoids the disadvantages of replace-
ment too early or too late. But many
parts of a complex production line are not
accessible or cannot be viewed without
dismantling the machine. So is it better to     With the help of finishing, innovative            the production of a relatively short news-
replace them regularly according to a           products can be manufactured, such as             paper print run is not economically viable
maintenance schedule?                           coldset products with heatset covers. In-         in the classic coldset printing sector, to-
     Fortunately, there are possibilities for   serting, stitching and trimming open up a         day’s digital printing processes offer the
using modern technical analysis methods         wide range of product options. The spe-           opportunity to produce and deliver indi-
and sensors to actually look into the ma-       cific advantage of finishing in newspaper         vidualised newspapers in small quantities.
chine (and listen inside of it) without dis-    production should not be underesti-               If the printing specifications are observed,
assembling it. We present the most im-          mated: Printing and finishing can always          the customer can easily publish the de-
portant methods in this report: vibration       be carried out online without delay as            sired number of newspapers he has cre-
analysis, ultrasonic analysis and thermo-       one continuous production process.                ated.
graphic image analysis.                              When it comes to personalising print
     The availability of such analytic meth-    products, distribution is of course a par-        What coming big trend in the print-
ods and their costs today also enable their     ticular challenge. In addition to classic         ing world should we keep our eyes
use in small and medium-sized newspa-           newspaper distribution, individual distri-        on?
per printing plants. In addition, printers      bution via postal service providers is often      Print innovation is evolving in many differ-
do not necessarily have to purchase those       used here. Some publishers and newspa-            ent directions, as demonstrated by the re-
tools themselves, since they can be used        per printers offer different versions of per-     sults of last year’s Print Innovation Awards
by external experts as part of a consulting     sonalised products.                               and the preview of the projects submitted
project.                                             They operate e-commerce platforms            for this year’s Awards.
     Our Indian colleagues have gained a        offering a portfolio of different personal-           But one area that is currently under-
great deal of practical experience in deal-     ised print products, from newspapers and          going strong development is the combi-
ing with such analysis systems in recent        advertisements to supplements, bro-               nation of classic print and functional
years, and I am pleased they are sharing        chures and magazines. The customer has            printing, i.e. printed electronics and
their experience with all other newspaper       the possibility to configure her/his own          printed sensors.
printers in this report.                        newspaper product according to individ-               A number of innovative print products
     Condition monitoring of production         ual demands. The price calculation of the         and innovative advertisements have al-
equipment helps publishers and printers         online system takes place in real time and        ready been developed in this area, and
operate their systems more efficiently and      guarantees the customer full cost trans-          we can certainly expect more exciting re-
minimise costs and effort. Ultimately, it       parency.                                          sults to be presented in the future.
extends the life of presses and mailroom             Thanks to the latest inkjet technology,
                                                                                                  Interview by Dean Roper,
equipment.                                      customers can have a self-designed news-          WAN-IFRA Director of Insights
                                                paper produced in any quantity. While
What are some of the ways publish-
ers and printers are innovating on the
postpress side, but also in distribu-             Print Innovation Awards 2019
tion?
                                                  With the Print Innovation Awards, WAN-IFRA highlights the most innovative print products
The investments in mailroom and finish-           of newspaper and magazine publishers worldwide.
ing focus on increasing productivity and             The aim of the competition, first held in 2018, is to demonstrate the enormous innovation
production reliability, but also on expand-       potential of printed newspapers and magazines as well as to convince advertisers of the
                                                  unique capabilities of print.
ing production diversity. Publishers and
                                                     The 2019 awards will be presented to the winners during the Berlin Publishing Night on
newspaper printers have long since real-
                                                  8 October in Berlin. [See www.wan-ifra.org/berlin_publishing_night].
ised that the so-called mailroom is in real-         More information about the Print Innovation Awards is available at [www.wan-ifra.org/
ity an integral part of newspaper produc-         print_innovation_awards].
tion.
18             PERSONALISING PRINT
              [www.wan-ifra.org]
                                                                                             TECHNOLOGY GUIDE & DIRECTORY 2019

German publisher offers advertisers
a personalised print newspaper
On 18 July, Germany’s                                                                          of direct mailing in newspaper form. It
Funke media group                                                                              lands in the domestic mailbox without
launched what it                                                                               being enclosed in an envelope, plastic
claims to be the coun-                                                                         wrapper or paper cover.
try’s first personalised                                                                           On request, we print on recycled
newspaper: Smart-                                                                              newsprint. This has advantages in relation
paper One2One. The                                                                             to level of attention, production costs and
new product offers                                                                             environmental balance. Whether the con-
advertisers the oppor-                                                                         tents are used for advertising purposes or
tunity to present their                                                                        a general communication medium within
desired topic on a                                                                             a company, association, etc., depends on
minimum of eight                                                                               the content.
newspaper pages as
well as the possibility                                                                        Who was your first customer, and
to adapt content to                                                                            how was the feedback?
suit each individual                                                                           Our first customer was Deutsche Leib-
reader and region.                                                                             renten Grundbesitz AG (a German life an-
The new Smartpaper                                                                             nuity and property company). The cus-
One2One is the fur-                                                                            tomer’s objective was to target potential
ther development of                                                                            clients and address them personally.
Smartpaper One,                                                                                As the Funke media group, we provided
which lets customers                                                                           an all-round service. Our national sales
compile their own,                                                                             and Funke Druck divisions were involved
individual newspaper                                                                           in defining the target audience, providing
in the webshop and                                                                             the addresses as well as with the editorial
have it produced by                                                                            content, layout, printing and delivery
digital printing. In rec-                                                                      logistics. From what I have heard, our cus-
ognition of this development, last year Funke was presented with a WAN-IFRA                    tomer is very satisfied with the provided
Print Innovation Award. We recently asked Klemens Berktold, Managing Direc-                    service. After the distribution of the
tor of Funke Druck, about their recent developments and future plans for                       Smartpaper product, interested readers
Smartpaper.                                                                                    contacted the company to request more
                                                                                               information about its offering. The suc-
                                                                                               cessful realisation of the order also re-
WAN-IFRA: How do you describe the             ing of variable data. Each newspaper             sulted in the customer placing an addi-
difference between Smartpaper One             copy in a print run can be produced with         tional order for a re-print as a corporate
and the new Smartpaper One2One?               modified contents. This is especially useful     publishing product for use by its agents
Klemens Berktold: The Smartpaper One          for variable data, such as delivery address      and for presentation at exhibitions.
product that is available in our webshops     and personal address of the recipient. Im-
smartpaper24.com and zeitungs-                ages and texts throughout the newspaper          Were there also reactions on the part
druck-online.de permits the production of     can also be adapted to suit the individual       of the recipients of the “advertising
newspapers in any desired length of print     addressee.                                       newspaper,” i.e. the subscribers? Did
run, without any minimum number of                                                             some perhaps not wish to receive it,
copies. Single copies can also be pro-        What features make Smartpaper                    as it is in fact advertising?
duced. In this case, the printed content is   One2One especially attractive for ad-            To begin with, I wish to make it clear that
identical in each copy. As opposed to this,   vertisers?                                       the Smartpaper One2One product must
Smartpaper One2One permits the print-         Smartpaper One2One is a new variation            not necessarily be published in coopera-
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