He's offering the columns of talented yet lesser-known writers for Web publication. DotContent is for sites that recognize a value and benefit to content beyond weather and stock reports. Moore envisions his columns residing on a number of sites. He says he doesn't just push the pieces on clients but, rather, spends considerable time working with clients to determine the best possible fit. The piece resides on the client's site.
Writers receive a royalty for every appearance of their column on a paying client's Web site.
Of course, that's the idea. The problem is that DotContent is still looking for content purchasers. As one writer told me, it's a great concept, but he senses the demand for fresh copy may have hit an all-time low this year. Moore is far more sanguine. The smart ones will figure it out.