What is content licensing and why has it suddenly become so important?
Content licensing is quite simply about compensating publishers for the use of their copyright content. The fragmentation of traditional print media as consumers switch to online sites for their news has led to falling newspaper circulations and has in turn focused new publisher attention on licensing in markets where it had not previously existed.
For a number of years all major newspapers encouraged consumers to access their online newspaper site free of charge. However, faced with falling revenues, publishers have turned to the implementation of publisher agreements to charge licence fees for the use of their copyright content. Put simply, newspaper publishers are charging companies who copy their content and use it as part of a service to their own clients. This means that PR consultancies, corporate in house PR teams and media intelligence companies (press cuttings agencies and evaluation companies) are all liable to pay a licence fee if they make paper and digital copies of newspaper content.
What newspaper publishers are doing is charging companies who copy their content and use it as part of a service to their own clients. This means that PR consultancies, corporate in house PR teams and media intelligence companies (press cuttings agencies and evaluation companies) are all liable to pay a licence fee if they make paper and digital copies of newspaper content.
