1. A method of planning a publication, the method comprising: receiving, by a system having a computer, information about an event; accessing, by the system, a database of profiles of respective content providers, wherein each of the profiles contains information describing a corresponding type of content and a corresponding type of audience of a respective one of the content providers; using a search engine in the system to match the profiles with the event information to estimate usage parameters for publishing content for the event; and planning the publication according to the estimated usage parameters for the event.