The report's author, INMA executive director Earl Wilkinson, identifies some key principles:
"1. Creating value for content will require publishers to carve scarcity from an abundance of information.
2. Value has a different definition involving linking unique content, a coherent audience and effective platform.
3. No value, no price tag possible.
4. Publishers need to see value on return on investment.
The 53-page report isn't available publicly, but those summary points indicate a certain impatience with the progress to date. Rather than generate new value, Wilkinson asserts, new media are playing by old rules on cost per thousand eyeballs.