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Panpa Bulletin : February 2006
February 2006 PANPA BULLETIN | 43 E- MEDIA IN December, John Fairfax Holdings acquired a strategic stake in internet company Mooter Media Limited, purchasing nearly 20 per cent of the company's shares. Mooter is a world-leading developer of business to business internet advertising targeting and intelligence clustering tool. Based in Sydney, Mooter has significant global distribution agreements with search marketing businesses and publishers including Yahoo! Inc's Overture. "This is a very dynamic area of advertising growth on the internet: personalised advertising. Mooter is at a pivotal stage in its development. We will help Mooter nurture its technology and exploit it commer- cially. " said Fairfax CEO David Kirk. New report on MINDS project published To coincide with Ifra Expo 2005 in Leipzig in Novem- ber, the German language version of the Ifra Special Report 'The MINDS Project' was re- leased. MINDS (Mobile Information and News Data Services for 3G and beyond) was sanctioned by the European Union. It began on January 1, 2004 and ran for 18 months. During this time, the project focused on the future development of mobile services for information and entertain- ment, primarily for the purpose of simpliflying the complex world of mobile telephony for newspa- per publishers and other media houses. The ultimate aim was to extend the range of mobile serv- ices available within Europe, an objective which was achieved. A consortium made up of Ger- man news agency dpa, APA (Aus- tria), ANP (The Netherlands), MIT (Hungary), SDA (Switzerland), Arvatro systems, CoreMedia, the Fraunhofer FOKUS Institute for Open Communication Systems and Ifra formulated a project brief designed to develop technical standards, simplify complex busi- ness and contractual models and develop concrete products for in- novative mobile services. The con- sortium engaged in research in a number of workshops and small groups, run to a very tight sched- ule. In parallel to the actual project work, the team also involved other news agencies and informed them about the MINDS project. As a re- sult, ten agencies from countries including the US, England and Spain took part on workshops. This expansion helped achieve the additional goal of setting up an international consortium on completion of the project. During the course of the project, a German MINDS platform was set up under the direction of dpa, and soon 16 newspaper publish- ing houses, representing a total circulation of around four million copies were using the service. It offers publishers a simple and cost effective way of operating mobile media services such as SMS vot- ing, competitions, local headlines or a mobile access to classified ad- vertisements. The Dutch agency ANP has started the mobile audio service "Niuz", while the Austrian agency APA has developed an ex- tensive investor relations service for professional financial inves- tors and brokers In addition to the actual de- velopment work involved, the MINDS project has led to im- portant findings on the success factors of the mobile phone as a medium. "The key to the break- through of mobile media lies nei- ther in the hands of the mobile network operators, nor in those of the handset manufacturers," said Meinolf Ellers, Managing Director of dpa-infocom, the multimedia subsidiary of the German news agency, dpa. "Market success will be decided in the editorial of- fice and by sales and advertising teams." The English and French language versions of the Ifra report are to be released soon. Ifra continues to tout the virtues of the MINDS Project, with an English language version of the report to be released soon. Mooter Media sells strategic stake David Kirk Fairfax digital gets fit FAIRFAX Digital, the online divi- sion of John Fairfax has launched a new Health and Fitness section located on The Age and The Syd- ney Morning Herald websites... (www.theage.com.au/health- fitness and www.smh.com.au/ health-fitness This is their first deep foray into this kind of special inter- est, although both papers run a Health and Science section on Thursdays. "Australians are vitally inter- ested in health and fitness. They demand current and credible information on topics like the RU486 abortion pill, PBS medi- cines, obesity and the a to z of nutrition. The new section gives readers quick access to a wealth of poplar, high quality heath and fitness information," said Mike van Niekerk, Managing Editor of theage.com.au and smh.com.au The information is organized under five main sections Fitness, Nutrition, Alternative Health, Relationships and Mind Mat- ters. As well visitors can access information on popular areas of health concern such as allergies, asthma, cancer and men's health amongst others. Launch stories include latest research to give up smoking, a new blood test to predict fertility and debunking old wives tales, including the classic, reading in bad light can damage your eyes. Interactive components in- clude a 'diet club' - using an al- ready popular US concept 'Calo- rie King'. Visitors can log on, gain diets and tips and post how much weight they have lost each week. The launch was tied into a Fairfax Digital campaign promot- ing the keeping of health-focused New Year's resolutions.