Repurposing Content--Extending Content Services
Another example of customizing content and repurposing information for the Internet can be found at GOLFonline.com, which recently made the conversion from a print magazine to an online edition. It was not an easy task. As one would imagine there is no shortage of golf content; the online edition pulls from Golf Magazine, Senior Golfer and various other publications to populate the GOLFonline.com site.
Difficulty arose, however, with GOLFonline.com's method of repurposing content for the online edition. The first problem was that the print and online departments were running on different networks, so staffers physically walked CD-ROMS, SyQuest and ZIP disks between offices. All QuarkXPress and Photoshop files were then manually converted to HTML and Web-friendly image formats.
"GOLFonline.com wanted a fast and easy way to repurpose content from print publications for use on the Web," explains Mike Fitzsimons, CEO of DeskNet, the technology provider that helped GOLFonline.com repurpose its digital assets. "We were able to provide an automated solution that would minimize the impact on the organization while simultaneously facilitating automated content migration."
DeskNet is a software developer of automated publishing solutions. The company's flagship product, DeskNetAPS, is an automation robot that connects and controls existing applications and technology to eliminate redundant and labor-intensive tasks typically associated with repurposing content for Web, print and cross-enterprise data communication.
Once rules had been established and tested, the DeskNet team trained the staff at GOLFonline.com in just a few days, and they were able to implement the DeskNetAPS robot immediately. With the new workflow, files from the completed issues of Golf Magazine and Senior Golfer are dropped into a folder that the DeskNetAPS robot scans.
Whether the content is that of a magazine or that of a fleet of clients looking to push content to the Internet, solutions such as WebNative and DeskNetAPS can be customized to complement any commercial printer's portfolio of services. The printer must find value in such e-services for its content-heavy clientele. Remember: Content is king—no matter where it keeps its court.