[A]'s head of practice, content valuation and measurement, Christopher Tippie joined a knowledgeable array of content professionals—innovators, artists, scientists, engineers, academics, and business leaders at Information Development World 2017 where he delivered the talk "Content Alchemy: Transformative Models for Content Valuation and Exponential Returns." Christopher's visonary talk examined how the digitization of content allows content to now be monetized and valued as a capital asset rather than an operational expenditure.
Originating from this talk came the article "Content Alchemy: Transforming Content into Assets" and [A]'s related 2-part whitepaper "[A] Guide to Content Valuation." Part one of the paper ties directly to Tippie's talk and demonstrates how structured content, reuse, and distribution strategies transition the valuation of content away from being an operating expense to extend the lifetime value of content, account for asset value and return on investment, and place content where it deserves to be as valuable intellectual property. Part 2 (from KlarisIP) shows marketers how to use metadata to help companies organize, digitize, and reuse the content they already own to unlock an explosion of intellectual property which can be easily monetized.
Discover the many forms of organizational digital content and how the application and calculation of digital reuse can move content from operational expenditure to capital asset exponentially increasing life time value of content.
Learn about the standard accounting methods used for valuing most common forms of intangible assets, and how doing so undervalues content assets and market value as a whole.
Christopher Tippie is a media industry veteran and head’s [A]’s Content Valuation and Measurement practice. During his career, Chris has focused on joint ventures/mergers and acquisitions, digital strategy and mission critical project execution both in an initiation and turn-around capacity. He’s founded two consultancies: Austra and Maroon Ventures. Chris co-founded numerous ventures including Tru Measure, an industry leading analytics provider purchased by the McClatchy Company in 2014.
Earlier in his career, Chris served Vice President of Service Delivery for MediaNews Group and was responsible for the interactive publishing systems for 54 daily newspapers and 80+ weekly publications. Additionally, he served as Vice President of Marketing and Client Services for WebVisible, a Search Engine Marketing company based in Irving, California. During his tenure at WebVisible, Chris was responsible for new product development working with companies such as Dex Media, RH Donnelley, McClatchy, Google, Yahoo, Microsoft, and MediaNews Group.