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