Prospero has launched Personal Journals, a hosted application that is available to online publishers that want to set up blogging, journaling or community forums on their Web sites. The service is currently being used by iVillage’s Pregnancy & Baby Plus, which allows pregnant women and new moms to discuss their experiences, and will be launched shortly on Meredith’s Men’s Fitness site, said Prospero vice president Rusty Williams during a recent interview.
The technology allows bloggers and others to post their thoughts on a magazine Web site, while allowing the publishers to maintain control of the type content and the format in which it is published, Williams said. "It basically allows the publisher to maintain the brand and editorial control that they want," he said. "With the iVillage pregnancy journals, women who are pregnant can journal about the stages of pregnancy, but the look and feel of the content is set by iVillage." Filters can be applied to ensure that offensive and distasteful content is kept off the site, Williams said.
The journals are built on the Prospero’s CommunityCM platform and provide publishers with content management features including content filtering, reporting and moderation of comments. Publishers can create templates for their members’ Personal Journals to reinforce the organization’s brand or target demographic. The technology is easily integrated with the online publisher’s existing registration system, Williams said.
Prospero provides publishers the technology and the service to maintain the journals, Williams said. "We maintain the code and evolve the code, and add new functionality," he said. "Everybody is pushing as fast as they can to move from journals to blogs to community forums, it would be impossible for a company to do it all internally with their own staff. We focus on that for them. That’s our business."