What is Information Valet Project?

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• What is Information Valet Project?
• Research effort incubated at D.W. Reynolds
  Journalism Institute
• Bill Densmore, Jeff Vander Clute, Steve Mott,
  Martin Langeveld
• Many other contributors of ideas (via "Blueprint"
  events)

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• Challenge How to sustain values, purposes of
  journalism?
• Mass markets splintering
• Search advertising effective competitor
• Classifieds done better on the web
• What sustains journalism in thatenvironment?

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• News as a service not a product
• Helping user find access to info from anywhere
• Creating a conversation, community ... network
• Not just about the story smaller, larger remix
• The news social network
• New concept The "InfoValet" trusted
  advisor/broker
• But how to be rewarded?

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• Making the market for digital information HOW?
• Consumer/user establishes account with InfoValet
• Shares as much demographic, preference info as
  desired
• This information shared among multiple
  participating sites
• Records of activity logged, aggregated to
  InfoValet, purged
• Establishes "shared-value network" for commerce,
  service

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One way it could work
To run http//web.missouri.edu/bowera/infovalet.
html
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• Making the market for digital information
  NEWS/CONTENT
• Shared-user network for news-oriented social
  interaction
• Subscription access to multiple websites (cable
  model)
• Access by time, or bundle
• Economic purchasing on a per-item basis (music,
  video, text)
• Enables "public radio model" too (Kachingle,
  others)

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• Making the market for digital information
  ADVERTISING
• Rewards for activities, viewing ads, sponsored
  material
• Example The Ford Explorer PDF download
• Advertising network based on interest not
  inference
• Higher CPMs for the news industry
• Consistent with Federal Trade Commission privacy
  guidelines

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User Jeff is a software engineer.He has
profiled himself as follows

• The profiling which informs the news served
• He is interested in the semiconductor industry.
• He follows John Deere Co. stock prices.
• He graduated from the Univ. of Kansas.
• He listens to WBUR's "The Point" regularly.

• The profiling which informs the text/display ad
  offers
• His occupation as a software engineer.
• His expressed interest in cuisine.
• His expressed interest in music.

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• How will it work?
• InfoValet specifies "pluggable framework"
  (competitive partners)
• APIs enable different apps to share data
  accordingto framework specification.
• Ecosystem architecture distributed, not
  centralized
• Security User info encrypted and unreadable
  except where authorized
• Choice User decides when to release info

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• Adoption strategyJournalism Trust Association
• Started with Dec. 3-5 "Blueprint" to frame issues
  
• Unveil JTA / IVP vision at April 27 DC event
• Non-stock, non-profit JTA guides early years
• Non-competitive ownership, trusted control
• "Founding members" advise early decisions
• Broadly representative board gradually enlarged
• Controlling owner of InfoValet Service Corp.

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• InfoValet Service Corp. Convenor, integrator
• For profit LLC or L3C / controlled by JTA
• Convenes industry around specific system
• Makes/enforces rules for use of InfoValet
  logo/service
• Integrates, contracts with advertising, tech,
  financial-service pieces
• Any profits dividended to JTA and other
  stakeholders
• Possibly transaction fees, license fees

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• How financed?
• RJI incubated through Densmore RJI 2008-2009
  fellowship
• JTA will give note to RJI/Mizzou, convertible to
  stock in IVSC
• Plan for self funding of IVSC
• Among startup funding options for IVSC
• Foundations (if formed as L3C), as
  program-related investment
• Strategic investors (who may be licensed/contract
  partners)
• Debt financing
• Equity stakeholders (nonvoting?)

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• Measuring success
• New business for news organizations
• New ecosystem for news aggregation,
  customization, sharing
• New revenue besides advertising
• Connects news with social network
• Possibility of dividends to JTA to support
  journalism
• Critical Internet framework guided by journalists