A License to Sell
When rights for outside use are secured, publishers should think about how they want to market themselves through such materials, Pearson advises. He says publishers are wise to include elements that drive users back to their own Web site.
“Because we live in a Google economy, ensuring that all reuses include a link back [to your Web site] is absolutely critical to improving your traffic,” he says. “From a branding perspective … logo placement is also very important.”
Also making good use of a comprehensive database is Frommer’s, the travel guide division of John Wiley & Sons Inc. Frommer’s maintains a “destination database” with information on more than 3,700 locations worldwide. Content in the database originates with the “Frommer’s Complete Guide,” the company’s flagship travel series, according to Craig Schickler, director of e-business development at Wiley.
“The database is flexible, and the precise [content] categories … can be customized to meet … clients’ needs,” he says, citing Frommer’s trip planning, hotels, attractions, restaurants, price range, cuisine and Frommer’s star ratings as potential categories. “Frommer’s also … offers … technical services including creating, designing, building, operating and maintaining Web sites for some of the world’s top travel brands.”
All content in the database is available to partners, and Frommer’s can supplement this licensed content with original content tailored to clients’ needs, Schickler says. Clients can choose content delivery options ranging from RSS feeds to fully hosted private-label Web sites mimicking the look and feel of an existing Web site.
“While the licensed content is integrated directly into a client’s site, the Frommer’s logo and Wiley copyright is also prominently displayed as the source of the content,” Schickler says. “Not only does this offer protection from copyright infringement, but it also provides our clients’ users with the assurance that the information they’re reading is of the highest quality and can be trusted.”