Transforming Content Archives Into Rich Data/Business Information

ALM Media

Ellen Siegel

VP, Licensing & Business Development

ALM Media

• ALM products and services include: – Magazines – Newspapers – Online properties – Conferences and tradeshows – Books– Newsletters– Jury Verdict Reporters– Expert Witness Directories– Attorney Directories– Custom media– Market Research & Competitive Intelligence

Derivative Products & Revenue Streams Utilizing Editorial Content

• Key product categories– Reprints and permissions

• Custom compilations– Informational compilations– Third-party licensing– Research

• Database access• Enhanced product

– Directories– Direct-to-user access to archives

• Advertising revenue• Product sales

ALM Content Life CycleLists and Rankings

AmericanLawyer.com

CustomReprints

CCCPrint/OnlinePermissions

Promotonal&

Informational

ElectronicList

Product

CustomResearch

PromotonalItems

IndividualArticle Sales

SubscriberDatabase

Law FirmReports

Search"Quest"

PracticeCenters

SubscriberNewsSites

RegionalPubs

Other EditorialProducts

Law.comNetwork

Direct UserAccess

LicenseesDirectories

CustomCompilations

Reprints

2007Am Law

200

Research

The American

Lawyer

Reprints and Permissions

• Creating Marketing Materials from Positive Press– Custom Reprints: Reproduction of individual article in a customized

print presentation• Largely dependent on current content

– Distribution options• Advertising inserts

– Other marketing products• Tradeshow materials, including signage

– Custom Compilations: Replication of multiple articles based on a theme, e.g., client firm’s diversity hiring

• Archives are key to developing these compilations

• XML Repository will drive our ability to expand this business

• Reduces reliance on editorial calendars

Custom Marketing Compilations

Permissions

• Lower value permission requests redirected to Copyright Clearance Center

• RightsLink, CCC’s online permission system used on law.com network sites– “Online” permissions are increasing as a percentage

of reprint/permission revenue– Accounts for 15% to 20% of ALM Legal’s

reprint/permission revenues

• Opportunities for both current and archival content

Informational Compilations

• New initiative– Joint reprint and research project

• Creating packages of selected articles based on topic or issue

• First package in development– “C” level law firm surveys

• Articles and research data

Licensing

• ALM licenses current and archival news, magazine, newsletter, book, and primary source content to third party providers– Significant source of revenue

• Licenses include providers outside core markets– Including educational and general library markets

• Recently signed exclusive third-party license in core market for legal content – Part of a broader strategic relationship

Directories

• “Go to Law Firm” directory series– Utilizes editorial survey content– Includes both web and print component– Generates both advertising and product sale

revenues

• Potential but not significant opportunity for archival content

Creating a Research Business from Editorial Content

ALM Research

• Leveraging ALM’s industry-leading “Lists and Rankings”– Financial, demographic, client, and technology data

– Response to growth of business development and competitive intelligence within the legal market

• Target markets:– Law firm management and decision-makers

• Managing Partners• CMOs and Marketing Directors• CIOs• Executive Directors• Librarians

– Vendors

– Consultants

– In-house counsel

law firm management; vendors; in-house counsel

ALM Research Database

• First step: Market research– Surveyed legal business market– Tested market with individual “list” products

• Next step: Product design and database development– Joint editorial/business/IT project

– Inventoried all “list” data from national publications• Archives for18 individuals lists included

– Product design for phase 1 focused on business reports; “individual list products” and custom benchmarking reports

– Developed tables and keys to allow for maximum flexibility

– Coordinated with advertising-based online products• New and archival list content posted on free sites• Achieving balance between content posted “for free” and content marketed

for sale

ALM Research Online Developed in Year 2

• Growth was limited by lack of customer interface• Partnered with Alacra to build www.almresearchonline.com;

providing users with direct access to database• Search based on decision tree• Database now integrates all national and key regional “list” data • Two subscription options available:

– Access to current data only (Base)

– Access to archives and current data (premium)

• Selected products offered for transactional purchase at the ALM Research Store:– Individual lists on Excel®

– Law Firm Reports

– Syndicated Research Reports

ALM Research Today

• A strong product• A loyal and growing subscriber base• Annual subscriptions start at $3500 for base and $8500 for premium

– Subscriptions sold primarily by field sales reps

• Transactional products geared to non-core markets and price-sensitive customers– Generate leads for subscription products

• Initiatives for future growth– Expand database with new ALM content and third-party content

– Additional subscription options

– Enhanced functionality

– New research reports utilizing data

– Grow transactional sales

www.almresearchonline.com

• Establish the industry hub for legal market research• Features offered, include:

– ALM Research Blog

– ALM Research law firm web search

– ALM Research Newsletter

– ALM Research Law Firm Profiles

– ALM Article Search

• Achieve tighter integration with other related ALM sites• Add more community features

Content Repository The Key to Fully Leveraging

ALM Content • Phase 1 of ALM’s XML Content Repository launched in 2006

– Current and archived editorial content for ALM magazines, newspapers, and newsletters

• Benefits to existing derivative businesses– Research

– Reprints/Custom Compilations

– Informational compilations

• Facilitate development of new businesses• Next phase to launch next month

– Includes better search capabilities, more options for downloading, cleaner data, and creation of RSS feeds

• Planning for direct-to-user subscription and pay-per-view access