Content Licensing: Making It Work for You

The term "content licensing" is an ambiguous one, especially among publishers. For publishers who choose to monetize their property beyond advertising and subscriptions, vetting appropriate partners, managing the business and monitoring client contracts can equate to a full-time job. For what can seem like an overwhelming task, deciding which content to barter with may be the first step for companies considering a move into the content licensing business. At Northstar Travel Media (NTM), VP of business development and licensing Sheila Rice says the publisher's wealth of data drives its content licensing business. Rice relies on detailed agreements to maintain NTM's standard of quality with partnerships. Scott Haven, VP of digital strategy of operations with the Atlantic Media Group, says the company chooses content partners on a case-by-case basis.