Press Release

Olive Predicts Successful Publishers Will Embrace Microcontent in 2008

Publishers Will Repurpose Their Existing Content Into New Sources Of Revenue Including Digital Archives, Micro-Archives, and Mobile Access

Santa Clara, California, December 11, 2007 – Publishers today face on-going challenges including decreases in circulation and ad revenue, and trying to ensure relevancy in the digital age as their readers and advertisers defect en masse to the Web. According to Yuval Rachmilevitz, CEO and President of Olive Software, publishers need new tools to boost their sagging profitability.

“One way to approach this problem is to consider ways to maximize revenue using existing content, which publishers have already paid for. Repurposing content can take several forms. Some examples include offering digital subscriptions to back issues – either bundled with print subscriptions or a completely separate one, creating collections on a single topic, delivering targeted content to mobile devices, and offering print/online hybrid subscription models,” said Rachmilevitz.

As the leading provider of digital publishing solutions used by more than 400 customers on six continents, Olive Software has a unique and close understanding of the challenges facing publishers and a bird’s eye view of the where the market is heading in the next year. Olive has identified four key predictions that showcase the trends and events that will change the nature of publishing in 2008 and beyond.

The predictions are intended to help publishing companies and publishing professionals within enterprises position themselves to respond proactively to the coming changes, and not be surprised by them.

According to Olive Software, in 2008:

1. Publishers will expand their definition of circulation. The new paradigm will become more of a usage-based model, consisting of the number of readers multiplied by the amount of time they spend reading. Of course, readers can be online, print, or even on handheld devices, and technology exists to perform the tracking and analysis. The audit bureaus are already addressing this issue, but the final outcome remains to be seen.

2. The value of quality content will continue to increase. We are already seeing an increase in the number of publications creating online archives and using them to generate significant amounts of subscriber- or ad-based revenue. Olive expects this activity to increase as publishers discover new ways to monetize their existing content assets by making them available in new ways such as through mobile devices or micro-archives. As long as archives are accessible, easily searchable, and relevant to users, publishers will make money with them.

3. Content repurposing will become reality. We will see more publishers build micro-archives consisting of deep content on a single topic. Banks, credit card companies, and the travel industry have made great use of affinity marketing, targeting their products and services at a narrow demographic segment. Micro-archives will allow publishers to reach specialized audiences and offer content that fits specific market needs. In addition, Olive expects the time to produce such collections to shrink dramatically. When a team wins a spot in the Super Bowl, for instance, the local publication can have a complete retrospective of the season and all past Super Bowl appearances within an hour. And, business publications can quickly build dossiers on all the Super Bowl advertisers and their campaigns leading up to the game.

4. Mobile content will play a bigger role. With the introduction of the iPhone, continued use of Blackberrys, a slew of new smart phones, and companies starting to open their wireless networks, we began to see a real demand for mobile content. Publishers must make their print content universally available and searchable around the globe on both mobile and more traditional devices. For example, say you’re shopping for a holiday gift and want to read product reviews before you buy. You want to provide online access to your archives through a person’s mobile phone so they can access your product review issue at the point of sale. This is a very basic thing but not readily available today.

About Olive Software
Olive Software (www.olivesoftware.com) is the leading provider of digital publishing solutions that allow organizations to publish rich, interactive and searchable media by automatically transforming documents into intelligent content components, or microcontent. By unlocking the information within documents, Olive better enables publishers to meet the immediate demands of the evolving Web, empowering them to redefine traditional markets for their information. Olive Software is based in Santa Clara, California, with sales offices in New York, Washington DC, Denver, Los Angeles, London, and Paris, and R&D facilities in Israel.

Media Contacts:

Sasha Frey
Marketing Manager, Olive Software
+1 720.747.1220
sashaf@olivesoftware.com