A Satchel of Content From Those Who Have It for Those Who Need It

Media Morph: Mochila

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NEW YORK (AdAge.com) -- Every week Ad Age Digital's Media Morph looks at how emerging technology is changing the way consumers get their information and media companies and advertisers present their messages. This week: Mochila.
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What it is: Publishers, this could be your latest "long-tail" venture. Mochila is a 7-month-old online store for text, photos, video and audio being sold by wire services; magazines big and small; newspapers; other news outlets; and, of course, websites. It aims to connect those who have content to syndicate with those who need content. The a la carte content bought at Mochila can be used online or in print. Editors can enter search criteria such as keywords, date ranges and so on, and view results complete with fees and terms of use.

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.
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