Who’s mentioned in your article? What organizations does it talk about? Or what zip codes?
Answering these simple questions—in ways notoriously inflexible computers understand—can be like putting handles on your articles. It means aggregators and filterers like EveryBlock can grab on and give readers one more way to find what you have to say.
That’s what the New York Times is doing—in two stages, it appears. First its librarians encode the elected officials mentioned in its articles; mentioning them in the regular text of the article doesn’t cut it. Then its newly built web service, called Represent, figures out the geographic locations those officials represent. Meanwhile, Represent is also taking a computerized look at Congressional votes. When a politician votes, Represent says something like, “Oh, a person just voted in geographic area Y, and that person’s name is X.”
EveryBlock isn’t built for understanding much about people or names, but it is built for understanding locations and geographic areas. So Represent’s job is to translate from X to Y—from names to places.
Which brings us at long last to the metadata game. The historical problem is the way you have to answer these questions has been interminably dull and technical. So the historical result has been one big shoulder shrug: “Why bother?”
Well, people like Adrian Holovaty are starting to envision on answer “We have a number of ideas for sustaining our project,” he writes, “like building a local advertising engine.” That kind of engine might share ad revenue with the newspapers whose articles it incorporates. In order to claim a share, each newspaper must diligently prepare its articles for EveryBlock: there much be location handles that EveryBlock can grab. It’s highly unclear how much money EveryBlock’s hyperlocal ad targeting could generate, but if it’s enough, it will provide the kind of incentive publishers need to make boring metadata worth their while. EveryBlock might just unlock the ‘R’ in ROI. That could very well be a great reason to bother.
Epilogue It’s notable that grant monies have helped solve this chicken-and-egg problem. I may have personal issues with the Knight News Challenge—I didn’t win and didn’t receive feedback promised on multiple occasions—but EveryBlock is quite justifiably the darling of the news innovation set.