IFRRO World Congress 2011Newspaper and Periodicals Working Group

Licensing Press Clips: The Australian Story

Karen PittGeneral CounselCopyright Agency Limited

Topics

• Where do we get the rights?• How do we sell the rights?• Markets– Press clippers– Portal– Corporate sector

• Marketing, Pricing and Data

Where do we get the rights?

• Journalists: paper to paper rights and book publication

• Publishers: All electronic rights including fax , email and website– Copyco Pty Ptd– Independents, trade and professional

magazines

How do we sell the rights?• Licensed press clippers– Corporate and government market– Delivery and downstream rights– Large data handling capacity – over 15 million records in

2010/11• Portal– Transactional online permissions, launched late 2010– Industry solution

• Corporate sector – CopyrightAccess, News Access

News Value Chain

B2B news content services can provide any combination of a ten stage value chain. In older press-clipper service models , stages 1-5 were done by an external service provider; and stages 6-10 were managed internally by the client – e.g., marketing or public affairs staff.

Since 2001, Copyright Agency’s model has operated at all stages except the last, but providing only the rights.

Press clippers

• Australian market: one dominant press clipper, one other player, then niche providers

• Press clippers invoice and remit downstream fees to Copyright Agency

• Interplay with statutory scheme for government use http://www.copyright.com.au/assets/documents/Downstream%20Terms%20and%20Conditions%20July%202011.pdf

RightsPortal• Transactional licences

– Book publication– Permissions to include third

party works in journal articles, conference papers, etc

• Renew annual voluntary licences

• Perception as a one stop shop for publishers

• Enhances role of collective licensing

Corporate: Copyright Access + News

• Flat annual fee for general content plus internal press clip use• Addresses customer demand in corporate market to acquire permissions

across repertoire and across categories of rights• Six possible annual licence combinations• Provides flexibility where customers may select permissions and avoid

paying for something they do not need

External rights usage limitations

Customer obligations:• Display a single article for no more than 3 months• Provide full data of all articles displayed• Retain accompanying metadata• Reproduce article in full with attribution and no changes to text• Do not use in an inappropriate context, including for endorsement• Does not include photographs or accompanying artists works• Display notice that usage is licensed by Copyright Agency

Pricing: CopyrightAccess + News

Pricing: Press clippersLicence Fees Non-govt fee per article Government fee Per articleUp to 50 Nominated Users $0.47 $0.3051-350 Nominated Users $0.59 $0.30351-1000 Nominated Users $0.83 + $0.131001-2000 Nominated Users $1.06 + $0.13Additional 1,000 Nominated Users + $0.20, $2.50 cap + $0.13. $0.82 cap

• Licensed press clipper charges customer their service fee plus copyright fee of A$1.18 to provide clip

• Customer also pays Copyright Agency or licensed press clipper downstream fee at above rates for internal display and email of clip

Marketing: CopyrightAccess

Data and Distributions• Usage data supplied by press clippers and by

corporates for clips communicated externally• Data collected at content/minor title level, so that

contributors can be paid• For CopyrightAccess+ News, 30% of revenue from

corporate licensees will be allocated to news repertoire and allocated via press clip data• The remaining 70% will be allocated to general

repertoire using monitoring data provided by customer surveys