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Digital Asset Management - the DNA experience

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World News Publishing Focus
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Digital Asset Management - the DNA experience

The best way is to start early, says Anita Pujari, general manager - Archives & Syndication, DNA, a newspaper based in Mumbai, now publishing editions in five other cities in India.
"We began capturing the intellectual output from day one. The newspaper was launched in July 2005 and the work on syndication project began in June 2005," she adds.

Apart from capturing the daily creative output, DNA makes them accessible for research and re-print, web and other spin-offs.

Now the DNA has the digital archives of full issues of every edition. story archives, photos, illustrations, logos, slugs, DNA brand advertisements. Anita says this is all done by a small team of 10 including her.

The archives have details of the moods, occasions, colours of the outfit among many other meta tags, making it easy for the editorial team to search with keywords. "Meta data also contains the occurrence details. Readers have a very good memory and can find out that the same picture was published earlier. So the includinh the number of occurences in the meta data is very useful for the newsroom," confides Anita.

At DNA, the marketing team also uses the archives significantly, though the editorial is the major user of these data. She says they do track the use and misuse of the archives at various level.

According to Anita, measues, metrics and analytics are very important as there is a return on investment even in terms of usage.
DNA is the first newspaper to have a syndication website in the country, Anita announces with a pride. "But, everything is not for sale. Archiving the digital assets is an extension to add value to the content produced at the newsrooms and trhe field and to make them available for ever."


Revathi R's picture

Revathi R


2012-09-27 07:49

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