Mochila,media marketplaces Getting content to go where it needs to go is what has made Mochila so darn successful. With more and more partnerships emerging everyday, Mochila serves the needs of content owners, content distributors and advertisers by building "relevant and engaging experiences for audiences." With more than 100 million impressions logged in by January 2008, Mochila, the first global online media marketplace for text, video and photo content is poised to reach 1 billion impressions a month by Summer 2009. With more than 3500 active suppliers of content, Mochila has what publishers need -- quality content that is cost-effective, core technology that is cutting edge and logistics that make the process of selling, buying and earning easy. However, that's not to say that Mochila is resting on its laurels. They are consistently securing partnerships with media distributors, like the BBC and Reuters and are keeping a finger on the pulse of emerging Web trends. I had the opportunity to talk with Mochila's CEO Keith McAllister about the future of Mochila and how they have worked to evolve the medium of Web publishing.

Mochila in the Beginning

In it's infancy, Mochila has focused primarily on content and distribution, but McAllister wants to grow over time to offer more content on a greater scale. Created with Chairman and Chief Technology Officer, Benjamin Chen, McAllister sought to build an "iTunes for trade and exchange among publishers." Rather than having to rely on burdensome and expensive news syndicates, McAllister preferred instead to build a system where publishers can buy articles from quality venues. In the tumultuous world of web publishing, where traditional and new media battle regularly, Mochila is confident that whether you're searching for new ways of creating content or you're a grassroots media outfit, the bottom line is that content is in demand.

Widgets - The Future of Web Publishing

Mochila is especially proud of its widget technology and sees it as the "future of web publishing". With a competitive suite of customizable widgets for mid-tier and large Web sites, distributors have many options for getting content where it needs to go. Most recently, Mochila unveiled a new Slideshow player widget, which serves up capabilities for web publishers to embed high-resolution, color photos.

Getting Content Out There

When it comes to online publishing, McAllister is aware that while "consumer experiences have changed" generally, the supply of media hasn't. The rapid expansion of online publishing, McAllister noted, has resulted in "audience fragmentation," with niche sites becoming more cultivated by users. "Content needs to get out where the traffic is," McAllister says and with Mochila, content owners are given more rights than many other user-generated content platforms provide -- a principle that he sees as being integral to the process of using UGC. Not one for wanting to judge the quality of content, he understands that UGC is filling a media vacuum in which it is used to "mitigate the cost of content."

Final Thoughts

After spending 18 years at CNN, McAllister is no stranger to the world of content distribution. He understands the importance of Web 2.0 technologies, as well as respects the necessity of licensing of content, all of which makes Mochila a pivotal player in the future of Web publishing. By giving a voice to content owners and carving out valuable channels for publishers and advertisers, the media marketplace is a force to be reckoned with.