Interview Q&A with Scott Raynovich, founder and publisher, Contentinople

Public Relations for the Telecommunications, Wireless and Broadcasting Industries

Interview Q&A with Scott Raynovich, founder and publisher, Contentinople
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Welcome to PR Vibes™, created by Calysto Communications to provide you with key insights into the publications and events in the telecommunications industry. Today, we’re featuring a short interview with Scott Raynovich, founder and publisher of Contentinople. Light Reading launched in 2007 to cover the rise of the digital media industry. To help you better understand Contentinople’s focus this year and in the future, we asked Scott to share some of his insight on the Website and on the future of digital content distribution in general. Enjoy!

What was the motivation for starting Contentinople?

Basically, it was the size of the opportunity and the lack of resources I saw in this market. They say necessity is the mother of invention. I was looking for a good website on digital content distribution and didn’t find everything I was looking for. I figured we could provide some of that information.

What is Contentinople’s editorial mission?

We are an online news, research and events company covering the future standards, technology and business models of the digital media industry. Our monthly page views grew 50% from January to June 2008. We are currently running 150,000 page views monthly, and our year-end target is 200,000 page views. We have 60,000 unique monthly users.

How does your Website try to distinguish itself from other industry media outlets?

We are different from others because we are not about the industry, per se. We have a technology angle. We are about how the technology is driving the digital media industry forward. There are other web sites that might cover the media industry—which companies are merging, etc. Our angle is how the technology is affecting media companies. How is Disney changing to adapt to technology. How is Sony Pictures going to distribute media online? How is MTV going to move into digital media market with Web syndication?

Developing new and interesting ways to push content out to people in the industry and educate them about what’s going on is part of our mission. Light Reading did that for telecom. We started providing more content analysis and research on the telecom industry than anyone had provided before. We propose to do the same thing with Contentinople. We are not satisfied with the news and research that is available. We will continue to aggregate and provide more original research for this market.

We are expanding Heavy Reading into the digital media market. Light Reading always used the integrated model—free website with some news and analysis, and the research side, where analysts cover the same markets in parallel but more in depth. Contentinople will follow the same model. For example, we have the research newsletter, the Content Insider, which is a paid subscription product that goes deeper into individual markets.

What markets are those?

As far as markets go, we are developing a taxonomy and ecosystem, but we have not published it on the website yet. It should be up in the next couple of months, but buckets of categories include:

* Advertising platforms, such as PoDaddies, EyeWonder and Tremor Media
* Media players, such as Adobe Flash, Microsoft and Quicktime
* Video search & syndication, such as YouTube, Hulu and Metacafe
* Content delivery networks, such as Limelight, CDNetworks and EdgeCast
* Publishing platforms, such as Extend media, Narrowstep, ThePlatform and BrightCove
* Content security, such as Apple Microsoft and Intertrust
* Social Web/WebTV, such as Facebook, Myspace and Revision3
* Content producers, such as Disney/ABD, Fox Interactive and Sony Pictures
* Hardware & software acceleration tools, such as F5 Networks, Packeteer and BitTorrent * Encoding, such as Tandberg, Harmonic and SA/Cisco
* Telco providers, such as AT&T, T-Mobile and Verizon
* Telecom systems, such as Ericsson, Nokia and Motorola
* Internet services, such as Google, Yahoo and Netflix

How long have you been at the helm of this organization?

In January, 2008, I took over as full-time publisher

What do you like most about your position?

I have always been a content guy. I’m Interested in developing new and interesting ways to push content out to people in the industry and educate them about what’s going on.

Who is the key target audience(s)?

Our primary targets are digital media executives and service providers
developing content businesses. Current demographics are below.

Will this audience shift? How do you see your demographics changing as your industry evolves?

Our core audience is media and entertainment, including the Internet market, service providers, broadband providers and technology companies that provide tools to digital media and service providers.

Classifying gets more complicated as companies evolve. For example, what is Verizon now? Are they a content provider, telecom provider? Internet broadband provider? All of those.

From a news perspective, disruption and change is good. There’s lots of confusion. People from executives and technology suppliers and investors all want to know how the changes affect them. We hope to chronicle these changes and provide some analysis and information on what is going on. The example I like to use is what happened at the introduction of one device—the ipod. It completely destroyed a multibillion dollar business model and obviously resulted in billions of dollars of gain in market capitalization for Apple. That goes to show how disruptive some technologies can be.

What are some of the key topics you plan to cover in 2008?

Right now, we are focusing a lot on content delivery networks vs. peer-to-peer delivery, which is more of a business technology and no longer a technology of pirates. We plan to cover how that technology develops. We are covering new online content, such as the new stuff on sites like Comedy Central,, Blip.Tv, and Hulu. We will talk a lot about video advertising and advertising standards in general, including the relationship between advertising and technology. Video standards aren’t quite determined yet—ad standards are being developed by the Interactive Advertising Bureau (IAB). There are some questions about where ad money will come from and how technology will enable that.

What “value-added services” do you offer? Is there anything about your product “bundle” that you’d like to elaborate on?

Contentinople will follow the Light Reading model of providing a comprehensive integrated online community with many resources: Research, analysis, news, live events and Internet education (Webinars). We intend to be the only Website following the emerging digital media market to tie all of these elements together in a way that provides thought leadership to the industry.

We are still in the process of building. We have a news staff, one analyst, and we have done two live events. I think we’ve only built about 25 percent of what we intend to build. Now, a lot depends on adding to what we have— publishing more reports, adding another editor and analyst, building brick by brick. In terms of the integrated model, that is in place. We have the website; we have the research, and we have the news. We will also be launching our own video product in September.

What do you see as the most impacting technology/trend for the next 12 months?

IP video by far, in terms of its impact on networks—how they will handle video, the amount of consumption by consumers and then how networks will monetize it. The consumption of media on the Internet actually rivals TV now. People spend as much time on the Internet as they do watching TV, yet Internet advertising accounts for 10 percent of the total advertising market, and roughly a fifth of the amount of money spent on TV. The logic is that over time, more of that money will move to the Internet. That’s a macro trend that will continue for many years.

If the publication could interview anyone, who would it be and why?

Stephen Spielberg, because he best understands the compelling combination of technology and content.

So what’s keeping you up at night?

Missing the next “big thing” on the Internet.

What was the latest book you read?

The Black Swan by Nassim Nicholas Taleb

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About Calysto

Founded in 1999, Calysto Communications is a full service public relations firm focused solely on the specialized needs of the telecommunications, networking security, and wireless industries. Unlike general technology PR firms, Calysto leverages its deep industry knowledge and intimate relationships with market influencers to deliver Calysto clients unmatched industry mindshare, analyst coverage and media publicity. Calysto has
extensive experience preparing companies for a liquidity event. Calysto works with start-ups as well as public companies, helping them deploy new technologies, gain leadership positions and influence editorial opinion to positively affect their bottom line. Some of our current clients and past experience includes Broadwing Communications, Level 3 Communications, TELLABS, Telica (sold to Alcatel-Lucent), VocalData (sold to Tekelec), SPIRENT, Metasolv (sold to Oracle), Cbeyond, ADTRAN, Qpass (sold to
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