pieces of material each day, are among the company’s clients, and a number of large magazines and newspapers have been in talks with Attributor. Executives at both wire services said they were still adapting the software to their needs and deciding how to respond to its findings, but they do not doubt it will have some long-term value.
“For the first time, we now have a consistent way of getting this data and knowing what actually happens to our product, rather just ad hoc reports,” said Srinandan R. Kasi, vice president and general counsel for The Associated Press, which has used the software for several months.
For newspapers and magazines, financial survival increasingly means raising traffic on their Web sites and revenue from online ads. Executives of some major publishers, who asked for anonymity because they were not authorized to discuss their talks with