Hearst has upgraded the digital content management system for its 16
daily newspapers. Nstein, which provides publishers with content
management solutions, semantic search, and image workflow
centralization, will allow Hearst to better manage its digital content
supply chain.

Hearst says that by streamlining workflows,
semantically tagging assets, and creating a common platform from which
all assets can be published across multiple channels, it will “optimize
its abilities to create new revenue streams and to react to new market
conditions.” Nstein’s services, including Web content management,
digital asset management and a “text mining engine,” will “massively
increases the value—and relevance—of the journalism on our newspapers’
robust Web sites,” said Lincoln Millstein, senior vice president of
Hearst Newspapers.

Nstein’s services re-tag newspaper articles
to fit multiple categories. For example, a fishing column will be
tagged for boating, travel, leisure, outdoors, environment, and
possibly even for business, technology and food. By re-tagging, Hearst
will be able to optimize content for online searches and ease of use
across all of its sites.

“We considered many content management
systems that were incrementally better than what we had,” said
Millstein. “But we didn’t want to make a switch to gain only marginal
improvements. We were patient and found Nstein.”

Through this
digital platform, Hearst hopes to generate new revenue opportunities
and reduce operational costs by enabling the centralization, management
and automated indexing of digital assets. Currently, Nstein also works
with publishers Condé Nast, Reed Business Information, Scripps Network
and Bonnier Corporation.

An Nstein spokesperson was unavailable to comment on the cost of its services.