At Information Today’s Buying & Selling eContent 2008 event, Y.S. Chi, Vice-Chair, Elsevier gave a great analogy about the different levels of content available to users. He compared content to baseball. You can watch a ball game from the bleachers, from box seats, from a private suite with pop-up screens and access to stats, video clips, etc., or from your TV at home. It’s the same content, the ball game, but the user experience is different. I love this example. Chi also listed 8 ways information can retain value: personalization (content tailored to you), immediacy (early content is better), interpretation, authenticity, accessibility, embodiment (tangibility), patronage and findability.