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Say it low, "AOL"
The Right Time
Digital asset management is akin to cleaning out the garage: you know once you do it you'll be glad you did, but for some reason (Sunday football/kids' dance class/Must See TV) you keep putting it off. As the publishing industry barrels towards convergence, more and more companies are realizing it is time to clean out the garage by way of digitizing assets. The reasons for putting this off are numerous (money/available resources/finding the right solution), but the consequences of failing to do so are a little more substantial than not organizing a collection of power tools. Not content to procrastinate, the staff at AOL Time Warner's Book Group (AOLTWBG) began seriously assessing its digital asset needs and researching available solutions in the summer of 1999. But like any major household project, the company quickly realized assembling a DAM system would require a significant amount of human resources, time, patience and money.
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DAM has come a long way since that summer of 1999. But the AOL Time Warner Book Group hedged its bet through conducting careful research and planning, establishing an open relationship with Artesia and providing incentives to adopt the new system. "A lot of vendors try to associate technology with revenue. The notion that technology equals revenue is false," says Holst. "Either the vendor is naive or they hope the buying public is naive. The technology [supporting DAM] is constant, not variable. In the beginning DAM got a bad rap. [But now] DAM is very successful in paying for itself, reducing risks and creating more conducive business propositions."

posted by Jerry permanent link