Dis­tri­bu­tion process key for Sta rtup KIT

Newspapers & Technology Magazine - - Contents - ▶ by Kirsten Stapl es Con­tribut­ing Writer

In a world where me­dia is avail­able any­time, any­where, it can be hard for con­sumers to sift through the hordes of ar­ti­cles to find the news they want to read. How­ever, with mass me­dia pro­duc­tion also comes the con­ve­nience of more read­ily avail­able news.

This con­ve­nience is one of the many goals of KIT, a Swedish start-up dig­i­tal dis­tri­bu­tion com­pany launched in April 2015. KIT does con­tent gen­er­a­tion and de­liv­ery across a mul­ti­tude of so­cial me­dia plat­forms, in­clud­ing Face­book, In­sta­gram and Twit­ter, and a mul­ti­tude of re­gions.

“We want to in­form, in­spire and en­ter­tain. There­fore, we mon­i­tor do­mes­tic and in­ter­na­tional news, life­style is­sues and ab­surd fun around us,” says their web­site.

KIT is owned by Bon­nier Group, a Swedish me­dia com­pany es­tab­lished in 1804. The com­pany has been owned and op­er­ated by the Bon­nier fam­ily for seven gen­er­a­tions. Bon­nier works across TV, news­pa­pers, mag­a­zines, books, dig­i­tal me­dia and busi­ness and trade press. Bon­nier op­er­ates in over 14 coun­tries and has more than 8,000 em­ploy- ees, ac­cord­ing to the com­pany.

KIT works closely with Story Engine, a com­pany whose goal is to help com­pa­nies reeval­u­ate the way they com­mu­ni­cate with their con­sumers. KIT uses Story Engine for cre­ation and dis­tri­bu­tion, to cre­ate cus­tom­ized con­tent. This is done with a data on­tol­ogy called KITCORE that gives the staff sug­ges­tions on con­tent and dis­tri­bu­tion.

“KITCORE holds, in to­tal and cur­rently, 17 dif­fer­ent tax­onomies that com­prise 145 terms and al­lows for more than 43 bil­lion com­bi­na­tions. And all these tax­onomies de­scribe dif­fer­ent parts of the ed­i­to­rial process that you can’t gauge from or­di­nary data anal­y­sis, such as in­tent and ob­jec­tive, and dif­fer­ent kinds of story mod­els for video cre­ation for ex­am­ple,” said Fredrik Stromberg, vice pres­i­dent of prod­uct and co-founder at KIT.

‘Right way, at the right time’

Story Engine sets KIT apart from their com­peti­tors be­cause it gives them a tremen­dous amount of op­tions for un­der­stand­ing what to post, when to post and where to post it. They use that ad­van­tage to have a fur­ther reach with their read­ers.

“So what hap­pens here is that ‘pub­lish’ gets re­placed with ‘ready for dis­tri­bu­tion,’ be­cause the dis­tri­bu­tion process is what’s cru­cial. We do not view our start pages as im­por­tant in how the au­di­ence meets KIT; they find us in their news­feeds on so­cial me­dia. So a [story] gets ap­proved from a con­tent stand­point, then it’s up to the dis­trib­u­tors to get it out there in the right way, at the right time and to the right peo­ple,” says Stromberg.

Un­like many other pub­li­ca­tions, KIT fo­cuses on more than just con­tent. An im­mense amount of ef­fort goes into how that con­tent in dis­trib­uted to en­sure a spe­cific story or video is reach­ing the cor­rect au­di­ence at the cor­rect time.

“That is an area in which Story Engine with KITCORE can give great rec­om­men­da­tions since the more you know about a story, the bet­ter you can rec­om­mend time and chan­nel—and even mes­sage type. So the dis­trib­ute mo­d­ule can use his­tor­i­cal per­for­mance data

for dis­tri­bu­tion to ei­ther give rec­om­men­da­tions on time for a par­tic­u­lar job—or jobs for a par­tic­u­lar time,” says Stromberg.

Ac­cord­ing to Stromberg, this method of dis­tri­bu­tion is not some­thing be­ing very many pub­lish­ers to­day. The dis­tri­bu­tion mo­d­ule is a cal­en­dar-based engine that uses rec­om­men­da­tions for KITCORE data, and it helps KIT de­cide what, when and where some­thing gets posted. This en­sures that me­dia con­tent is reach­ing the right view­ers.

“We do not do volume-based ad­ver­tis­ing; we sell in­sight on how to tell sto­ries, this is why we li­cense Story Engine to clients,” said Stromberg. “The so­cial plat­forms are lev­el­ing the play­ing field in re­gards to who gets to tell a story,” he said. “The me­dia busi­ness knows too lit­tle about how sto­ries are con­structed and told to be able to sell that as a scal­able prod­uct—and that is what we’ve tried to rec­tify.”

Since KIT strays away from vol­ume­based ad­ver­tis­ing, it is more fo­cused on de­liv­er­ing rel­e­vant con­tent to read­ers, as op­posed to get­ting more clicks. Vol­ume­based ad­ver­tis­ing fo­cuses more on lur­ing a lot of peo­ple into click­ing on a cer­tain story by pulling them in with “click-bait” head­lines and catchy phrases. KIT in­stead tar­gets the di­ver­sity of their read­ers’ in­ter­ests.

“When talk­ing about what con­tent is most rel­e­vant for read­ers, you of­ten end up with a log­i­cal fal­lacy since it would im­ply that ‘read­ers’ are a fixed group, and ‘rel­e­vant’ has a fixed mean­ing. If you in­stead turn that around and start fig­ur­ing out how to reach the ac­tual read­ers that find a spe­cific story that find a spe­cific piece of con­tent rel­e­vant, you will need to have an en­tirely dif­fer­ent un­der­stand­ing of how con­tent is con­structed,” Stromberg said. “So what’s most rel­e­vant to read­ers? The an­swer is that it de­pends, and we are a lot more in­ter­ested in find­ing the read­ers for a spe­cific story than find­ing the story for a spe­cific set of read­ers,” he said.

Newspapers in English

Newspapers from USA

© PressReader. All rights reserved.