Who's using it: Hachette Filipacchi Media U.S., The Atlanta Journal-Constitution, Hearst Magazines, MSNBC.com, CNET, New York, MediaNews Group, Metro International, the Associated Press and many others.
Spanish edition: Mochila Espanol was introduced this fall. Mochila is Spanish for "knapsack."
Who's running it: Mochila is led by CEO Keith McAllister, who previously spent 18 years at CNN, most recently as exec VP-managing editor for national news-gathering. Other top execs include Chairman-Chief Technology Officer Benjamin Chen, a high-tech veteran, and VP-Business Development Carolyn Bekkedahl.
The ad angle: If buyers accept ads next to the content, it becomes free to use. If buyers post the content and ads online, buyers can share in the ad revenue. Advertisers can opt out of certain sites and subjects.
Why you should care: It's not completely clear yet whether anyone will make big money through Mochila sales or ad revenue, but the platform certainly offers print publishers a new way to try to wring extra money out of content they've already produced and used themselves. For advertisers, it's a way to extend a buy to follow content as it migrates across the web.