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Licensing your content to
international markets
Andrew Horton Director, Content & Brand Licensing, Time Inc.
Information industry
is subject to many
challenges
And international?
Simple
More choices
How What Why
Agenda
Part 1 What
Traditional model of content licensing
Brand licensed
Partner gains brand recognition, faster route to market, access to advertisers, proven concept
Content with brand
Quality, proven content & reducing partner’s authoring costs
International licence
Local print edition & website
Brand Content International edition + =
Terms of international licence broadened
Brand licensed
Partner gains brand recognition, faster route to market, access to advertisers, proven concept
Content with brand
Quality, proven content & reducing partner’s authoring costs
International licence
Local print edition & website
Digital editions
Mobile
Events
Potential use of content separate from brand
Brand Content International licence + =
‘Content’ is changing
Images, text, video, brands,
content packages,
supplements, events,
trademarks, consumer
products, logos, Apps,
knowledge, insight,
consultancy
MEDIA
WEBSITE CONTENT
LOGOS
CONTENT &
FUNCTIONALITY
Usage is broadening
International markets multiply
Opportunities increasing
Part 2 Why
Growth
Efficient growth
Tech & economic trends
accentuate this
What is being licensed is
multiplying Where it can go is multiplying How it can be used is different
Opportunities are multiplying
2
Advantages & benefits
Financial
• New revenue streams
• High margins & ROI
• Low risk
• Reliable revenue sources
• New advertisers from
group deals & local editions
Brand & Corporate
• Develop brand equity
• NPD & can be tested in
different territories then
applied in domestic market
• Growth rates in emerging
markets
• New consumers
• Different business models
• Efficient utilisation of
content particularly in
packages
+20 sales in international
markets
Republished
Part 3 How
Competitive intensity
Value proposition & delivery to local audiences
Channels & marketing
Pricing
Risks
Capabilities
Experience
Talent
Relationships
Strategy & business plan evaluation
Does market entry make business sense?
Financial
Strategic
Tactical
Macro economic & social factors
Past experience
Trends & relevance to value proposition
Media sector & segments size, growth rates & life cycle
Audiences
Tech status & trends
Objectives? Territory Current & Future Market
Market entry Partner evaluation Financials
Text Boxes (3 x 2)
Placeholder for your own subheadline
Market analysis Market analysis Market analysis
Tips from international boardrooms Placeholder for your own subheadline
• Keep asking whether the
proposition is relevant to the
local market
• Look for proxies when
assessing markets
• Talk to people to get learning:s
& information, BIS, networks
• Assume financial projections
are 30-40% overstated
• Use emotional intelligence
Risks Placeholder for your own subheadline
• Launch fails…& fast
• Reputational & brand equity
• IP
• Advertiser relationships
• Audience confusion
• Content duplication
• Bad debt
• Time & resource impact
Partner selection
Rational & ‘hard’ criteria
• Size & market position
• Capabilities & relevance to
proposition e.g. in content,
events, market sector
• Financial strength & access
to financing
• Commercial terms
• Potential for future business
& growth
Emotional, political, ‘soft’
• Brand fit
• Culture
• Ambition
• Talent particularly in
creative
• Relationships including
government
• Communication styles
• Ability to learn
Being a good partner
• Walk in their shoes
• Think like a buyer
• What is the value I am providing
• Am I easy to do business with
• No surprises
• Develop the relationship
• Adapt to cultures & local norms
• Keep current
Some of our key priorities as a
good partner…
Automation
Insight & CRM
WHAT
HOW
& WHY
Realising value for content is all relative…
Information industry
is subject to many
challenges
Simple
More choices
Licensing your content to
international markets
Andrew Horton Director, Content & Brand Licensing, Time Inc.
Thank you