A practical tool that bridges the divide between real world reading and online search

Texting up, newspaper reading down USA Dec 15, :43 EST Newspaper sales have dropped by 7.2 million copies a day so far this decade, from 55.8 million in 2000 to 48.6 million in the number of text messages sent on cell phones more than doubled from 48 billion in December 2007 to 110 billion in December 2008.

What’s the problem? Falling newspaper readership Major newspapers & journals still have authority but... Increasing use of multiple online sources Plus social networking/word of mouse How do newspapers make online readers pay? Newspaper need to keep offline readers when they go online Readers still like tactile newspapers, books and journals They like time away from the screen Smartphones are only part of the answer – screens are still too small Readers would rather note than navigate There’s no easy way to switch between print and screen

Mr Switcher reads the Guardian and Observer every day. – Over breakfast, lunch and in the evenings Sometimes he goes online and uses Google to find more on stories that interest him – He uses a ‘semantic’ search from memory, without necessarily recalling the original story Sam Switcher – a ‘loyal’ reader

Belinda Bridge – marketing director Ms Bridge reads the Guardian, Times and Independent as well as several trade journals Using her smartphone she goes to the Guardian website first for more information on the news she wants, then blogs – Again, a semantic search – she can rarely recall the original article but uses the Google results – Then she may forward links to her colleagues

Mr Linklater takes his research seriously and often scribbles in the margin of a newspaper, journal or magazine Then he goes online to search for more information consulting the notes he has scribbled...somewhere. He may blog or tweet on the information he’s found Liam Linklater – PR for a charity

Ms Hunter is researching labour relations and browses the press to assess media representations of issues – Often what she reads sparks new ideas, but she rarely references the printed word. She’ll go online so that she can cut & paste. – Online journals and databases are easier to reference Hannah Hunter – Academic

The solution is an easy, low-tech ‘bridge’ between... Printed media – Easy to read, flexible, enjoyable, serendipitous + Online search and retrieval – Quick, accurate, great at data sorting and sharing

The noozno solution is simply... 1.See an item in a newspaper or journal 2.Text the noozno to Any time you like go online at and pick up the full articlewww.noozno.com

Benefits for users Easy ‘clipping’ of news without needing to be online Instant bridge between offline research and online/social media – Offline reading can be as productive as online Categorisation, keyword, tagging, linking and intelligent searches automated – It all happens as soon as a noozno code is sent Users just need the noozno text number and the noozno (code) itself which will be printed by the article

Benefits for publishers Offline readers stick with them online Offline readers can be tracked online – especially ‘power users’ noozno data indicate readers’ research interests and needs Offline readers can be an online segment for targeting content and ads Publishers will need to add noozno codes to their print process This can be a manual process or automated at the subediting/layout stage Publishers will need to add noozno codes to their print process This can be a manual process or automated at the subediting/layout stage

Benefits for telcos Increased SMS traffic Increased choice of engagement – SMS activity can contribute to browsing activity User segmentation (by offline and online media) for promotion Telcos need do nothing. SMS numbers are freely available. But data sharing could have benefits for them Telcos need do nothing. SMS numbers are freely available. But data sharing could have benefits for them

Data streams User data – Phone number, telco provider, newspaper readership, time of reading, time of retrieval, research interests, influence Articles – Popularity of items, relative influence/ ‘quotability’ of items/subjects/authors, destination of reposts

Revenue streams Telco’s may revenue 0.001p per SMS and/or pay for enriched user datastream Newspapers & journals may pay to capture user datastream for targeting content and ads – and for leveraging advertising rates Advanced users pay into an account £10 at a time and draw on this balance for switches or automated 0.3p per search

Proposal Search structures and site established using Google API etc – Enhanced functionality may be derived from eg Mendeley, Zotero, Hootsuite etc Trial set up with Guardian newspaper in UK Telcos recruited to promote to customers Promotion in Guardian offline and online Roll out to other newspapers, magazines etc

Future development noozno codes embedded in the online articles become hyperlinks – Plug in for browsers – Click to note for subsequent retrieval – Logged in users add to their noonzno archive Plus contextual options like auto- précis, keywords, share etc noozno widgets for iphone, Facebook etc