SchemaLogic offers tagging to media and corporations

SchemaLogic, a company that wants to use “tagging” to transform the internal archives at media companies and large businesses, has just raised $12.7 million more to do so.

The company has signed a deal with Associated Press, Corbis and others to let freelance writers and photographers to use tagging for their articles and photos so that the content can be found and stored quickly and more easily targeted by advertising. It also wants to let businesses use the tagging to better manage their vast amounts of content — letting employees tag their files so that it can be stored and cross-referenced more efficiently online.

The Kirkland, Washington company raised its latest cash from investor Goldman Sachs, Artis Capital, Madrona Venture Group, Phoenix Partners and Trevor Traina, the company’s co-founder and Chairman.

By letting employees tag content with common language tags, those employees will be able to search and find everything about a subject by searching for those tags. A company can maintain its own tagging taxonomy and change it on the fly.

When the AP starts using it next quarter, a freelance writer wanting to submit their article about the London bombings to the AP, for example, would be able to get their story more easily syndicated by AP by tagging it with words such as say, Al-Qaeda and Iraq. SchemaLogic then gives AP and its newspaper and other clients ways to search and store such information. Other customers, such as Global 5000 companies, would be also be able to do things like find relationships between such tags.

Companies doing something similar are Wordmap and Synaptica, which is owned by by Factiva.

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