Publishers today are at a crossroads. New distribution channels for content and new revenue opportunities for advertising need to be leveraged. Print still remains the “bread and butter” delivery medium for many publishers.

There are new pressures to reach the audience quickly and in a more targeted way. This is being driven in part by the promise of instant delivery and personalization via the web, email and wireless media. Coupled with this dynamic is the fact that creative, editorial and production budgets have come under increasing pressure to do more with less. Postage increases are outpacing inflation and paper prices are constantly in flux. Predicting ad revenues in these uncertain economic times makes controlling costs even more important.

Then, there are issues with the content itself. Many publishers only own a fraction of their content and increasingly some own none of it. The management of rights, permissions and usage of licensed and owned content can be at best a new stream of revenue or at worst, a huge liability time-bomb, waiting to explode. The emerging multi-channels of distribution and re-use scenarios only compound this dilemma.

What is a modern publishing executive to do? Chuckwalla v5 is the foundation to the solution to all of these problems that many technology vendors have only promised to solve for years. By having a central, intelligent repository for managing all of the rich content, a publisher can centralize disparate creative workgroups, with their separate silos of content into one integrated collaborative environment. This enables quicker content creation, production and simultaneous distribution across whatever communication channels are being utilized, from print, web, email, e-book, wireless, etc.

Creating content only once and then re-using and re-purposing it repeatedly is the promise of cross-media publishing. By leveraging Chuckwalla v5’s central, intelligent repository to store all of the content, each layout, image and element becomes a digital asset, capable of offering publishers the real opportunity to create repeatable annuity models. The promise has become a reality with Chuckwalla v5.

Rights management headaches go away with Chuckwalla v5. The centralized management of assets, coupled by the ability to attach detailed usage information about each asset lets publishers take control of rights and permissions, instead of the problem taking control of them. What has been historically a potential liability can now become a true asset, by easily maximizing new revenue opportunities through digital syndication and re-use across many media.

The bottom line: Chuckwalla v5 provides certainty for publishers in a very uncertain world.