Online Technology March 2000
Everstream helping newspapers tune in
By Kevin Juhasz
Editor
NEW ORLEANS -- While many talk about the Internet being a form of media to bring the world together, one thing that it has brought together is all the other media.
Newspapers, magazines, books, movies, and radio can all be found in some format on the World Wide Web.
The Web is also forcing those mediums, in many cases, to band together to compete with other sites. Many newspapers and televisions have formed partnerships online.
Everstream is hoping to help newspapers tune into the radio business, providing their sites with digital streaming audio.
Everstream's booth was one of the hot spots at the Interactive Newspapers show in New Orleans last month.
Everstream is offering newspapers more than just a spot for its visitors to hear music. The company offers a wide variety of services to newspapers to help them generate revenue using Everstream. One of those methods is to sell targeted advertising on a music channel.
Newspapers sell local advertising, while Everstream handles the national end. Those advertisers can sponsor a tuner, or a channel within a tuner, and can be linked for direct response, couponing, direct ordering and more.
The company shares the revenue from these advertisements with its affiliates. Everstream also shares e-commerce revenue generated from sales of music and music-related items such as t-shirts.
The company also suggests that newspapers try and establish a monthly newsletter with users, providing music news, concert info, etc., and sell advertising within that newsletter.
Everstream designs the tuner with the newspaper's brand and logo. Even if the user leaves the newspaper site, the newspaper's identity will stay with the tuner.
The company has designed proprietary systems it says will help newspaper generate the revenue.
The Advertisement Production Console allows affiliates to create the script style and demographic distribution and attach visual direct response components to an advertisement. Everstream will then produce the content and return it to the affiliate for approval. Once it is approved, it is delivered to the Advertisement Delivery Module.
This module organizes and schedules the local content for delivery based on information provided by the affiliate.
The Content Programming Module is a scalable batch processing system that schedules content into localized programs. Rich media, which can be news, music, audio or video, is received from Everstream's input applications and organized for delivery.
The Content Publishing System is for scheduling and streaming content. The system merges the ADM and CPM content and delivers them to the appropriate demographics.
The company recently signed a deal with The McClatchy Co. Everstream will deliver streaming music and news to the company's Web sites.
They also added Central Newspapers to the fold and will place Everstream at Indy.com and Arizona Central.
Everstream
440.498.8899
www.everstream.com