E-Content Institute lines up industry heavy-hitters to exploit desktop information

A group of prominent electronic content providers hope to better understand and exploit information sent to end users’ desktops through the formation of a new institute. The president of the E-Content Institute says 16 companies with information to sell have banded together in a tough economic climate to ensure they’re tightly focused on staying in the black, and examining new directions and strategies. High-level executives from organizations such as Canada NewsWire, Globe Interactive, Rogers iMedia and Statistics Canada have all signed on to the new institute which will provide information and research, as well as create networking opportunities for the electronic content industry. The institute is the brain-child of Information Highways’ president David Shinwell, who will serve as its first spokesperson. He says that for $3000-$5000, member companies will have access to breakfast sessions as well as an annual industry event/seminar that will serve as a networking initiative for a sector that hasn’t yet been served by existing associations. One of the key benefits, Shinwell says, will be original research material on the sector, as well as documentation proving the value of online information to advertisers and other key clients. There is no shortage of organizations for companies that put creative content, like television, online. But there is a dearth of business groups for companies in the information space. The institute aims to raise the profile of the e-content industry among consumers and advertisers. One initiative is the launch of a new web site that will list resources and experts on managing and delivering the goods for the benefit of the media and organizations seeking more information about e-content management. Shinwell says the institute won’t compete with well-established groups such as the CATAalliance or the Information Technology Association of Canada. "This isn’t an industry association, per se, like ITAC or CATA. Our mission is to make people aware of the value of content," he says. The focus derives from Information Highways’ 12-year track record in selling a newsletter and glossy magazine on e-content and a related annual conference to the same clients that are now being targeted by the institute. "We found that we were sort of in a unique position to understand issues relating to e-content, the strategic implementation of e-content in the workplace. We have a client perspective on that because of the magazine and the conference. Our focus has always been on the customer, and the interface between the user and the content and stuff like that. It was clear to us through the dot com bust that organizations are really aware of ROI now. They really have to justify the use of technology and content throughout the organization." While the list of charter members should lend the institute some measure of credibility, Shinwell concedes that it’s still missing some key players – notably broadcasters such as the CBC and others. He insists, however, that their absence doesn’t indicate a lack of interest, and that he is pressed for time to respond to emails from broadcasters and others looking for more information. Recruiting for the institute, he says, hasn’t been urgent, and that he anticipates membership to grow quickly now that the body has gone public. "We didn’t go out actively to recruit. We just sort of got a few people together, and it’s grown," he notes. "We tried to do it in such a way – and price it in such a way – that the value is far greater than the cost so that people do join." As membership grows, Shinwell says he hopes that the industry will benefit from networking opportunities that haven’t existed before. "It gives (members) a forum to get together in a way that there’s more opportunities for them to form strategic alliances. The competition, if you will, doesn’t really come up."

E-Content Institute lines up industry heavy-hitters to exploit desktop information

Broadcast | October 3, 2001

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