"With every piece of metadata that you don’t throw away, you gain a factor more potential ways of slicing through your content and delivering it as a separate product, simply as a result of a database lookup. In the case of Vogue today, say, commissioning an editorial product that simply shows every dress designed by Christian Dior that appears in the archive would involve weeks of intern-work, instantly making it unprofitable or too late. A metadata-complete archive in the future would give you that with a single line of code." Hammersley on the value to journalism of sensible datastorage. Data-driven journalism in the sense that it is not *about* data, but in that it is *treated as data* – and from this more stories can flow.