The PRISM Working Group is sponsored and hosted by IDEAlliance, a.k.a. GCARI, the Research Institute of the Graphics Communications Association (GCA). It was founded by the author in response to a critical need in the marketplace for an extensible, XML metadata standard for repurposing, aggregating, syndicating, personalizing and post-processing magazine, catalog, book, news and mainstream journal content. This paper describes the business drivers for the PRISM Working Group members, some of the challenges that the group has encountered along the way and the progress and achievements to date.