Announcing the Nimble Report

Rachel Lovinger   June 1, 2010

Nimble Report

The Breakdown: Announcing, Nimble: A Razorfish report on publishing in the digital age. Rachel provides a description of the report that she wrote for Razorfish’s Media & Entertainment practice, with support from research partner Semantic Universe.

Last week I mentioned being busy. One of the things that has been keeping me occupied for the past several months is writing and producing a report called Nimble. It’s aimed at content producers that are moving from traditional media distribution to digital, and finding themselves facing new challenges.

Most magazines, newspapers, TV shows, etc. have a website at this point, but it doesn’t mean that they’re making the most of the digital experiences that they’re creating for their audience. The report looks at three major areas of interest to content companies – how they attact and retain their audience, how they deliver content across new channels, platforms, and devices, and how they remain profitable in the new digital economy.

The key is: Content needs to be free. Not necessarily free-of-charge, but free to be accessed wherever and whenever the consumer wants it. And to truly be free, content needs to be “Nimble.” Content becomes nimble by being well-structured and having meaningful metadata.

The report discusses the types of structure that can set content free, and how this approach will change the role of the editor, the way content companies make money, the way they deliver content, and the way they attract an audience. It also includes information about emerging technologies and tools that can help digital content publishers move into this nimble world.

Read or download the entire report at and follow us on Twitter (@NimbleRF) for interesting developments and updates. I’ll be presenting the report at the Semantic Technology Conference on June 23rd, and we’ll be doing a lot more with this material in the coming months.

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5 Responses

  1. […] if you can bear it, it’s worth the read. The author of the report, Rachel Lovinger, wrote in Scatter/ Gather about Nimble: Most magazines, newspapers, TV shows, etc. have a website at this point, but it […]

  2. […] by Rachel Lovinger “with support from research partner Semantic Universe.” Here’s the link to the announcement. Filed under digital publishing ← who defines […]

  3. […] this week, and so far the response has been really great. I’ve written about it over on Scatter/Gather and you can view or download the report itself at There’s even a […]

  4. This is a very well written and useful report – and it goes to the center of the challenges media companies are facing today.
    I have blogged about it on my digital media blog BetaTales:
    Great work!

  5. […] Become a content distributor”, is the advice of Razorfish. They recommend all media companies to study available semantic publishing tools and rich data […]

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