3. Overview
Syndication involves the sale of the same good to
many customers, who then integrate it with other
offerings and redistribute it
Print syndication is a form of syndication in which
news articles, columns, pictures, graphics, charts or
comic strips are made available to newspapers,
magazines, websites, news aggregators, etc.
Content providers offer reprints and grant
permissions to other parties for republishing
content of which they own copyrights
31-Mar-12 Content Victim 3
4. Syndication Roles
Originators Syndicators Distributors / Consumers
• Create original • Package content Aggregators • View or use
content for distribution • Deliver the content content
• Often integrating to consumers
it with content • Create revenues
from other through fees,
originators purchases or
viewing ads
A company can play one role in a syndication network, or it can play two or three roles
simultaneously. It can also shift from one role to another over time.
31-Mar-12 Content Victim 4
5. Syndication Roles
Originators Syndicators Distributors / Consumers
• Times of India • Content Victim Aggregators • Newspaper
• Indian Express • New York Times • Factiva readers
• PTI Syndicate • Lexis Nexis • Online news
• New York Times • Dow Jones • EBSCO readers
• Wall Street Journal Reprints • Mitsly • Employees of an
organization
A company can play one role in a syndication network, or it can play two or three roles
simultaneously. It can also shift from one role to another over time.
31-Mar-12 Content Victim 5
7. Syndication Functions
• Providing editorial content like News, Columns, Comics, Photos,
Content Sales Graphics, Features, Videos, Multimedia etc., to newspapers and other
media channels
• Provides on-line research databases, news aggregators and media
Content Licensing monitoring companies with licenses to provide access to proprietary
content
Wire Services • Regular electronic distribution of news
• Text Archives
On-line Archives • Microfilms / Digitalized page image archives
Photo & Page • Photograph and page reprints for personal / professional use
Reprints
Licensing Stock
• Photography and illustrations from stock photo agencies
Photos
• Re-Packaging editorial content into books & gifts
Books & Gifts Store • Books: Business, Comics, Humor, Crosswords, Sudoku
• Gifts: Accessories, Games, Memorabilia, Photos & Posters
31-Mar-12 Content Victim 7
8. Syndication – Benefits / Drawbacks
Potential Benefits Potential Drawbacks
• Content becomes available • It can be difficult to track
through multiple channels where content goes and how
• Content reaches new it is being used
audiences • No direct relationship with
• Content creators receive new end users
revenue streams • Creators lose control of the
• Content creators need not way content is packaged,
worry about customizing including the editorial context
their website to suit varied in which it appears
preferences of end-users
• There is less need for creators
to develop and maintain
relationships with secondary
and specialized markets
31-Mar-12 Content Victim 8
9. Factors Influencing Pricing
• News & Features, Photographs, Cartoons, Illustrations, Crosswords,
Type of content Sudoku, Puzzles etc.
Extent of usage • Within publisher’s country / other country / worldwide rights
Purpose / Medium of • Newspaper, Magazine, Website, Email, Book, Report, Newsletter,
Usage Brochure, Advertising etc.
Location & Size • Front Page / Inside Page, Full Page / ½ Page / ¼ Page etc.
Specialty • Celebrity, Creative, Historic etc.
Number of Uses / • Single / Multiple, 3 months /6 months / 12 months etc.
Duration
Content Providers’ • Content Providers’ Brand Image, Reputation, Market Share
Brand
• International syndicators vary their rates based on estimated circulation
Circulation of the client publication
• Non-Profit organizations could be charged lower than the regular For-
For-Profit / Non-profit Profit organizations
31-Mar-12 Content Victim 9
10. Revenue Models
• Distribution partners pay a fee to the content creators for the right
Licensing to publish the content
Per Click • User pays for each article viewed by him
Ad-supported • Distributors share revenues derived from advertising on syndicated
content content with content creators
Embedded • Content producers generate revenue from embedded advertising
Advertising
• Publications can exchange content among themselves to increase
Barter the depth and quality of their editorial content, and thereby increase
their revenues
Transaction • Content producers receive a share of the transaction revenue, when
customers perform transactions with the help of their content on a
Revenues distributors site
31-Mar-12 Content Victim 10
