By Hays Goodman
Associate Editor

Content is king.

That truism has never been more appropriate, since the blush of newness has worn off from the Internet. Survey after survey confirms that Internet usage continues to increase, but it is increasing in ways that indicate consumers are becoming ever more Internet-savvy, and typically using the ’Net more as another tool and less for aimless so-called surfing.

Syndicated content has been used for a long time by the newspaper business, often to add national content to local publications. That direct comparison fails to fully extend itself to the Web, since general, national and world news can be effortlessly obtained through a variety of outlets. However, unique content that cannot be obtained from the syndicating agency without paying fees can still be attractive, since distribution of that content then becomes more tightly controlled.

Tribune Media Services, a division of Tribune Co., has long been one of the most popular syndicators. Its products include columnists with a diversity range from Jesse Jackson to Cal Thomas, weather, and the very popular Zap2it series of TV and movie listings. Notably, in 2001 TMS is dropping their nearly 6-year-old Webpoint line of hosted information modules. This shutdown coincides with the release of a new product called FluentMedia, which aims to intelligently deliver content automatically to subscribers on a very narrowly targeted basis.

If you’re thinking the technology sounds very similar to another company called Screaming Media, you’re right. TMS is actually licensing the Syndication!Connect technology platform from Screaming Media and using it to deliver Tribune Co. content. Among the media organizations whose content will be aggregated and processed by FluentMedia using ScreamingMedia’s tools are the Los Angeles Times, The Washington Post, the Chicago Tribune, Newsday, the Baltimore Sun and other daily newspapers; Knight-Ridder/Tribune Business News; Crain’s Chicago Business and Crain’s New York Business.

“This change responds to a sharp decline in content spending among newspaper Web sites and other dot-coms. We are shifting to a more flexible and customer demand-driven model in our FluentMedia service, a new Web-based information service for the corporate market,” said Mark Miler, editorial director of the new FluentMedia product line. “We will continue to serve our existing WebPoint customers with modules ... and we will be working to transition WebPoint customers to FluentMedia.”

David D. Williams, president and chief executive officer of TMS, echoed those thoughts: “The Web has developed into a highly reference-oriented medium. Users go there for very specific reasons. In the case of our entertainment information business, it is to seek TV, movie and Internet listings and information. Today, people are comfortable dealing in a multiple media environment, and being accessible is key … FluentMedia fills a critical function for corporate Web sites providing access to news, commentary and analysis from highly regarded media sources. In this age of information overload, we are offering companies a sophisticated filter to garner highly relevant information that is significant to their communications function.”

A number of other syndicators offer unique content. The publishers of the popular Mobil Travel Guides make a wide variety of their content now available to syndicate, including guides to local hotels, attractions and restaurants, at www.mobiltravelguide.com. Mobil’s widely followed “star” rating system is worth mentioning, given that culinary and hospitality experts evaluate each and every establishment that is in the guide. Of the 22,000 establishments evaluated, only 17 restaurants and 25 hotels have achieved the coveted 5-star rating.

Nando Media is owned by The McClatchy Co. and has been publishing the Internet-only edition The Nando Times since 1994. Nando syndicates content from the site and from sources such as the Associated Press, Agence France Presse, SportsTicker, and other wire services. Updates to the news occur every three to five minutes, and a data push or pull can be performed and set up to the subscriber’s specifications. News content available includes top stories, entertainment, general sports, nation, health and science, Business Wire, world, business, P.R. Newswire, technology and politics.

Knight Ridder offers the Newscom site, which acts like a syndicate aggregator and allows the paid download of a vast variety of stories and pictures. There is a small subscription fee to access the service, and then downloads are charged on an a la carte basis. The content offerings are vast, ranging from a wide variety of foreign press outlets to specialized photo services such as L.A. Times travel photos from well-known photographer Christopher Reynolds.

It should be noted that all of these content syndication sources have unique usage requirements and restrictions, which should be followed carefully to avoid the possibility of legal infringement upon the original copyright holders. For example, very few photo sources today allow use of their work in online archives or online data repositories. Newscom very clearly spells out the content restrictions for each source.