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Licensing Your Content to International Markets, Andrew Horton, IIN 28_4_2015

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Licensing Your Content to International Markets, Andrew Horton, IIN 28_4_2015

  1. 1. Licensing your content to international markets Andrew Horton Director, Content & Brand Licensing,Time Inc.
  2. 2. Information industry is subject to many challenges
  3. 3. And international?
  4. 4. Simple
  5. 5. More choices
  6. 6. HowWhat Why Agenda
  7. 7. Part 1 What
  8. 8. 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+ =
  9. 9. 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+ =
  10. 10. ‘Content’ is changing Images, text, video, brands, content packages, supplements, events, trademarks, consumer products, logos, Apps, knowledge, insight, consultancy
  11. 11. MEDIA WEBSITE CONTENT LOGOS CONTENT & FUNCTIONALITY
  12. 12. Usage is broadening
  13. 13. International markets multiply
  14. 14. Opportunities increasing
  15. 15. Part 2 Why
  16. 16. Growth
  17. 17. Efficient growth
  18. 18. Tech & economic trends accentuate this
  19. 19. What is being licensed is multiplying Where it can go is multiplying How it can be used is different Opportunities are multiplying 2
  20. 20. 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
  21. 21. +20 sales in international markets
  22. 22. Republished
  23. 23. Part 3 How
  24. 24.  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 analysisMarket analysis Market analysis
  25. 25. 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
  26. 26. Risks Placeholder for your own subheadline • Launch fails…& fast • Reputational & brand equity • IP • Advertiser relationships • Audience confusion • Content duplication • Bad debt • Time & resource impact
  27. 27. 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
  28. 28. 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
  29. 29. Some of our key priorities as a good partner…
  30. 30. Automation
  31. 31. Insight & CRM
  32. 32. WHAT HOW & WHY Realising value for content is all relative…
  33. 33. Information industry is subject to many challenges
  34. 34. Simple
  35. 35. More choices
  36. 36. Licensing your content to international markets Andrew Horton Director, Content & Brand Licensing,Time Inc.
  37. 37. Thank you

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