This document discusses licensing content internationally and provides tips on how to do so successfully. It outlines the traditional model of licensing brands and content both domestically and internationally. It explains how licensing opportunities are increasing as the definition of "content" broadens to include more digital and mobile formats. The document also notes the financial and brand advantages of licensing content internationally, such as accessing new markets and revenue streams. Finally, it provides advice on how to select markets and partners, including analyzing market factors and choosing partners based on both strategic and cultural fit.
10. 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+ =
11. 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+ =
22. What is being licensed is
multiplying
Where it can go is multiplying How it can be used is different
Opportunities are multiplying
2
23. 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
36. 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
37. 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
38. Risks
Placeholder for your own subheadline
• Launch fails…& fast
• Reputational & brand equity
• IP
• Advertiser relationships
• Audience confusion
• Content duplication
• Bad debt
• Time & resource impact
39. 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
40. 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