RE: UKNM: Content swaps

[Smith, Keston]

Also - the other thing about exclusivity is that you don't need to make articles exclusive - you can do it by offering exclusive windows on a small number of occasions to suitably large partners.


-----Original Message-----

From: Geoff Inns [

geoff [dot] innsquestico [dot] co [dot] uk (mailto:geoff [dot] innsquestico [dot] co [dot] uk)

]

Sent: 03 November 2000 17:23

To:

uk-netmarketingchinwag [dot] com

Subject: RE: UKNM: Content swaps



Alex


Content is the one asset that ISPs/Portals find very expensive to create -

or create well. MSN was a notable failure of creating content.  The

knowledge and expertise required to create good content is a specialist

industry itself, and is the reason behind the big access/content mergers

that have dominated the headlines this year.


You have several options:


  Syndicate it yourself - for example, charge �200/thousand words (NUJ

minimum rates) - after all, you can ensure continuity and quality can't you?

  Use a third party syndicator - I have worked with I-Syndicate and

Screaming Media and can recommend them both (negotiate those terms though).

They'll do all the hard selling for you, for a commission.  They will also

spread it around lots and lots of sites for you, UK and overseas, reselling

a resource that you only pay once for producing.

  Do not agree to any exclusive terms with access providers / sites.  By all

means, the odd column/article may be exclusive to an appropriately huge

partner, but nothing more.

  Do not agree to receiving payment according to traffic - they either want

it or they don't, and customer acquisition is their problem, and retention -

well, that's why they want your content.

  Don't do content swaps - if it's good, let partners link to the full story

on your site via a headline, or let them buy the content. Don't do halfway

deals, you won't benefit.


Of course, once you start licensing it you have to give assurances of its

regularity....



Geoff Inns

Business Development Director

Questico UK Ltd

07977 565313 / 020 7688 7515

2nd Floor River House

143-145 Farringdon Road

London EC1R 3AB

www.questico.co.uk


[Sam says: msg chopped]


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