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Your hub to clarifying all things content licensing
1. Frequently Asked Questions
From A Publishing Perspective, What Exactly Is Content Licensing?
From a publishing perspective, content licensing is the distribution of media assets/intellectual property to any third party, generally for a fixed term, and for a negotiated fee. The license also specifies how the assets can be used by the buyer.
What is the difference between content syndication and content licensing?
In many cases these two terms are used interchangeably, but in the Wright’s Media world they have very different meanings.
Content syndication is when web-based content is re-published by a third-party website. Any kind of digital content can be syndicated whereas content licensing is permission granted by a publisher to distribute their intellectual property to any third party, through a licensing agency, generally for a fixed term, and for a negotiated fee.
What exactly is an award/licensing program? How can it build an additional revenue stream?
A licensing program or award list is a group of ranked items that the content creator deems is “the best” based on certain methodology. This could include editor’s picks, best-of lists and products/brands chosen by the respective publication. Potential customers recognize and respect the brand/magazine that is giving them the award and want to leverage that in their own marketing. This is done through acquiring a license for the award logo at a set negotiated fee thus creating an additional revenue stream for the content creator.
What is Earned Media? And Why Is It So Valuable?
Probably the best way to define earned media is by stating that it must be gained organically from channels outside of the control of your business, rather than being generated from within the business. In the most simplistic term, earned media could be re-named ‘word of mouth media,’ and is rapidly becoming one of the “go to” marketing approaches of companies worldwide. In fact, Nielson found in a study they completed in 2013 that earned media is the most trusted source of information in every single country surveyed.
How Can I Leverage Earned Media to Drive Revenue?
There are many ways to leverage an award or testimonial – here are just a few:
• Product packaging
• In-store displays
• Media – Print ads, outdoor and broadcast
• Company email signatures
• Business cards
• Website homepage
• Social media profiles
• Company stationary
• Company shirts and other promotional items
• Job listings
My company just won an award and was mentioned in a prestigious publication – what should I do?
Awards and testimonials are known as earned media, which is the most trusted form of advertising. Any company in your position should prepare a marketing plan to promote your win, but you must first secure the rights to use the award logo from the owner. Then, you can promote your win through a press release, social media, and local/national media. Wright’s Media represents hundreds of media properties and can obtain this license for you, as well as advise how to promote it effectively.
How long is a licensed award logo typically valid?
The contract usually allows use for twelve months but can be customized based on the needs of the client.
Is it true that Wright’s Media can market and create a licensing program using my existing content at no cost?
Yes, we routinely set up licensing programs at no cost to the content owner. The content assets have already been created – our programs generate additional revenue from this previous body of work.
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