Transcript Presentatie Gert Francois (De Persgroep)

ACAP for online
newspapers
ACAP
Presentation to NUV, Amsterdam
14/5/2008
Gert François
Group Manager New Media, De Persgroep, BE
Member TWG ACAP
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ACAP for online
newspapers
De Persgroep is a Belgian media concern, traditionally active
in printmedia and broadcast media
Newspapers
Belgium
Netherlands
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consumer
magazines
Television
Radio
ACAP for online
newspapers
most read magazine in Flanders
450.000
393.496 copies sold on a weekly basis
400.000
350.000
Week after week, Dag Allemaal
reaches one Flemish person in 3
300.000
250.000
200.000
150.000
100.000
50.000
0
'85 '86 '87 '88 '89 '90 '91 '92 '93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06
the biggest newspaper in Flanders
310.000
290.000
287.857 copies sold on a daily basis
287.857
270.000
HLN: reaches 1 in 5 Flemish people on
a daily basis
250.000
230.000
210.000
190.000
170.000
150.000
'90 '91 '92 '93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06
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ACAP for online
newspapers
market leader in Flanders on the commercial TV
market
24,0 23,8
Main shopper, 18-54
Main shopper, 18-44
10,0
11,5
9,0
9,3
5,6
5,5
3,2
3,4
biggest radio channel in Flanders
Other
12,9
Qmusic
27,3
Donna
22,3
4FM 9,9
StuBru
12,7
Radio 1
5,3
Radio 2
9,6
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Radio in Flanders: market shares
18-44 year olds
ACAP for online
newspapers
Short history in new media (since 2001)
News sites
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Vortals
Classified sites
350.000
325.000
300.000
275.000
unique reach per day: 340.951
unique reach per month: 4.627.599
250.000
225.000
200.000
175.000
150.000
125.000
100.000
75.000
50.000
25.000
0
aug/03 nov/03 feb/04
mei/04 aug/04 nov/04 feb/05
mei/05 aug/05 nov/05 feb/06
mei/06 aug/06 nov/06 feb/07 mei/07 sep/07
(based on CIM november 2007)
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ACAP for online
newspapers
Search engines: the hate-love relationship
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ACAP for online
newspapers
ACAP began with the search engines:
• killer application of the internet
• the value of search engines to users and to news
publishers is undeniable
• bottom line, there is a “positive” business relationship:
they deliver traffic
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ACAP for online
newspapers
The power of search engines is still growing …
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ACAP for online
newspapers
Their value for a newssite in euros (an estimate)
+ potential advertising revenues from their daily traffic
+ direct daily revenues from AdSense
_______________________________
daily value of search engines
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ACAP for online
newspapers
potential advertising revenues from their daily traffic (an
estimate)
10 % of 300.000 = 30.000 visitors a day
Average of 5 page views per visitor = 150.000 page
views
CPM for a news site = 18 €
Advertisement potential of 2700 euros a day
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ACAP for online
newspapers
Their value for a newssite in money (an estimate)
+ 2700 euros
+ 1000 euros (estimation)
_______________________________
3700 euros / day
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ACAP for online
newspapers
But … :
1. The search engines decide what to display, how,
when and where … and they don’t seek positive
consent for their (new) activities
2. We can’t communicate our access policies
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ACAP for online
newspapers
But … Google and Yahoo launched (controversial) new
services
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ACAP for online
newspapers
1. stories of “old” and “new” online industry
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ACAP for online
newspapers
2. GoogleNews is experienced as a competitor
GN is smaller than YN – why
the buzz?
• because it’s Google
• GN is based on computer
formula, not organised by
human editors
• GN offers no original
content or much licensed
content
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ACAP for online
newspapers
3. copyright issues become more outspoken in this new
context
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ACAP for online
newspapers
My conclusion
Regardless of the publisher’s stance, there is a need to
communicate the conditions of publication on the level of
“services”
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ACAP for online
newspapers
But … we can’t communicate our access policies
CRAWLER
Robots.txt
DOCUMENT
REPOSITORY
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SEARCH
INDEX
ACAP for online
newspapers
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ACAP for online
newspapers
What are the current automatic means of communication
Robots.txt
• small file on the website
• de facto standard
supported by most important
robots
• is inconsistently applied by
the aggregators
• set of instructions too
limited
disallow
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ACAP for online
newspapers
What are the current automatic means of communication
Meta tags
• embedded in HTML
• allows greater control
• set of instructions still
too limited
(no)index
(no)follow
noarchive
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ACAP for online
newspapers
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ACAP for online
newspapers
Conclusion
… they are not sufficient. For instance: how to express that I
don’t want my pictures indexed in google news?
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ACAP for online
newspapers
Conclusion:
• there is a problem for the publisher: no way of expressing
permissions and rules regarding the access and use of their
valuable content
• there is a problem for the aggregator: how to comply with
those unspoken rules?
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ACAP for online
newspapers
The consequences:
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Source: http://www.marketingvox.com/archives/2006/02/02/google_accused_of_stealing_newspaper_content/
ACAP for online
newspapers
Source: http://www.marketingvox.com/archives/2006/07/19/lawsuit_against_google_news_not_dismissed/
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ACAP for online
newspapers
Source: http://news.newamericamedia.org/news/view_article.html?article_id=a191005fc71ab3749c713f7cfbdcf58e
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ACAP for online
newspapers
Source: http://www.sfnblog.com/index.php/2007/02/13/180-online-digital-copyright-belgium
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ACAP for online
newspapers
Source: http://www.lunchoverip.com/2007/08/swiss-publisher.html
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ACAP for online
newspapers
The solution:
“The answer to the
machine is in the
machine”
Charles Clark (former copyright adviser to the UK Publishers
Association)
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ACAP for online
newspapers
The solution: a formal language
• a syntax and semantics
• both parties understand
• which allows automated handling
• based on the existing standards (robots.txt and META tags)
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ACAP for online
newspapers
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ACAP for online
newspapers
ACAP pilot: the newspaper use cases
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ACAP for online
newspapers
Use case 1: communicate about “services”
there is a need to communicate the conditions of publication
on the level of “services”
• opt-in or opt-out
• about the appearance of the extracts (snippets)
• about the Images
• …
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ACAP for online
newspapers
Use case 2: communicate no-archive
Online news publishers are inclined to disallow the cache
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ACAP for online
newspapers
Older versions of a news article shouldn’t be kept in the cache
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ACAP for online
newspapers
Because of revenue model based on subscription fee
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ACAP for online
newspapers
Use case 3: enable crawler to access protected content
behind a pay wall – this implies crawler authentication
• e.g. content of hard copy newspaper
• There is a win situation for the online publishers to have their
content indexed by the search engines.
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ACAP for online
newspapers
Use case 4: being able to specify the text of the snippet
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ACAP for online
newspapers
The test architecture
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Acap.persgroep.be
Acap1.exalead.com
Exalead
Test
Crawler
Crawl ExaBotAcap12
Acap2.exalead.com
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ACAP for online
newspapers
The results …
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ACAP for online
newspapers
Use case 1: communication about “services”
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ACAP for online
newspapers
Use case 2: communication about “no-archive”
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Use case 3: crawler authentication
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Acap.persgroep.be
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Exalead service 1
Crawl
Mechanism for crawler
recognition
if vIpAdres.equals
(trusted crawlers-ip’s) ->
match
Apache Logs
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Trusted Ip’s
193.47.80.77
Analysis apache logs
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Couples of IP’s & agent names
by dns lookup (ffwd & reverse)
Exalead
Crawl
Test
Crawler
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ACAP for online
newspapers
Use case 4: communication about restrictions in
results
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ACAP for online
newspapers
Conclusions
• ACAP works … proven by publishers and Exalead
• it’s rich but also difficult
• High commitment from the publishers
• It would be great to have some of the “Big 3” search
engines like Google, Yahoo and Microsoft more
engaged
• increase the political pressure as much as possible
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ACAP for online
newspapers
• a lot of work still needs to be done
 refinement of ACAP 1.0 and creation of
implementation guide
 study of some use cases not tested in ACAP v 1.0
 location end-user
 fragments of a resource
 crawler identification/authentication
 automating take-down procedures
 syndication
 examination of ACAP policies in non-HTML resources
(pdf, images, video, …)
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Thank you
Gert François
[email protected]
Group Manager New Media, De Persgroep
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