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In this paper, we propose a content-based publish/subscribe (pub/sub) framework that delivers matching content to subscribers in their desired format. Such a framework enables the pub/sub system to accommodate richer content formats including multimedia publications with image and video content. In our proposed framework, users (consumers) in addition to specifying their information needs (subscription queries), also specify their profile which includes the information about their receiving context which includes characteristics of the device used to receive the content (e.g., resolution of a PDA used by a consumer). The pub/sub system besides being responsible for matching and routing the published content, also becomes responsible for converting the content into the suitable format for each user. Content conversion is achieved through a set of content adaptation operators (e.g., image transcoder, document translator, etc.). We study algorithms for placement of such operators in heterogeneous pub/sub broker overlay in order to minimize the communication and computation resource consumption. Our experimental results show that careful placement of operators in pub/sub overlay network results in significant cost reduction.