4 Questions with Yuval Rachmilevitz

Rachmilevitz, CEO of Olive Software, says digitized content is the lure newspapers must exploit to attract new audiences.

Why is it important for newspapers to offer electronic editions?

There are three main reasons that newspapers must offer electronic editions.

First, to leverage their existing investment in the printed product. The research, writing, layout and design that go into producing a daily or weekly paper can be repurposed by producing an electronic edition that provides instant access to any article or ad that has ever appeared. An electronic edition serves as a foundation for a content-centric distribution strategy that includes daily editions, searchable archives and mobile access.

Second, to extend their brand’s reach to a global audience. A local paper is often the best source of information about a community. So anyone searching for information on businesses, government, current events, sports or real estate in a specific area should consult the local newspaper first. Reading an electronic edition newspaper provides information in its original context, providing a feel for a community that a Web site cannot.

Third, to provide options for subscribers for whom traditional 7-day home delivery does not work. For example, people who travel for business or pleasure, environmentally conscious readers, students or military personnel. In addition, papers can extend their service area into adjacent markets with no incremental printing or distribution costs.

What tools are publishers and readers looking for in electronic editions?

The core newspaper asset is content, so publishers need ways to easily manage and repurpose their content in innovative ways to create new business models beyond traditional home delivery. Examples include using electronic newspapers as a way to attract readers through search engines and then monetizing that content either by charging for access or using an ad-supported model. Readers are looking for ways to access, read, discuss and share high-quality content anywhere, anytime, on their own terms.

What trends do you see in electronic newspaper technology?

The biggest trend is that publishers are starting to take the necessary steps to make their printed content universally available and searchable around the globe. For example, if someone recalls a restaurant review in your travel section while they are traveling in a foreign city, you want them to be able to access your archives through their mobile phone or Blackberry on their way to dinner. There is so much content that people need so they can make informed decisions — publishers need to digitize it and give people what they want.

Do you think hybrid subscriptions will lead to an increase in the number of electronic editions? Why or why not?

Hybrid subscriptions will certainly increase the number of electronic editions. There have many newspaper titles that have converted their Sunday or weekend print subscribers into 7-day hybrid subscribers. This benefits publishers by providing an increase in circulation, advertisers by gaining more readers who can now search online for ads and coupons, and readers who can read the paper online everyday even if they are not home.