Opportunopoly

Online media opportunities abound if publishers are but willing to look beyond their traditional definitions. Opportunopoly examines emerging technology and market game-changers, thought leaders and, well, opportunities that may lie beyond the usual newspaper comfort zone.

The right people seem to have come together to create the kind of "Red Hat"-like organization for Drupal necessary to make this publishing tool a mainstay in the publishing business. The company is Lullabot, which has been operating in stealth mode for about a year with guidance from people like Ed Sussman, former president of Mansueto Digita who has agreed to be CEO, and several coding luminaries who've written Drupal modules and evangelized the platform via O'Reilly. Mansueto operated one of the largest Drupal-based publishing networks around for titles like FastCompany.com and Inc.com. A blog post called "Power to the People," from company principal Jeff Eaton acknowledges that Drupal is still hard, but submits that Lullabot's goal is to change all that. Writes Eaton, Lullabot is about "leveraging the power of the tools we've built as a community, putting choices that make sense in the hands of creative users, and giving them a simple hosted platform to run it on." For those of you who haven't caught the bug yet, Eaton notes, "How Drupal Will Save The World, Jeff Robbins' opus on the platform's potential," is probably a good place to start. Will social media bring yet another wave of publishers online? Will today's publishers facilitate the next wave, or just watch it happen?

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