This document discusses licensing content internationally and provides tips on how to do so successfully. It outlines the traditional model of licensing brands and content both domestically and internationally. It explains how licensing opportunities are increasing as the definition of "content" broadens to include more digital and mobile formats. The document also notes the financial and brand advantages of licensing content internationally, such as accessing new markets and revenue streams. Finally, it provides advice on how to select markets and partners, including analyzing market factors and choosing partners based on both strategic and cultural fit.

1. Licensing your content to
international markets
Andrew Horton
Director, Content & Brand Licensing,Time Inc.

2. Information industry
is subject to many
challenges

4. And international?

5. Simple

6. More choices

8. HowWhat Why
Agenda

9. Part 1
What

10. 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+ =

11. 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+ =

12. ‘Content’ is changing
Images, text, video, brands,
content packages,
supplements, events,
trademarks, consumer
products, logos, Apps,
knowledge, insight,
consultancy

13. MEDIA
WEBSITE CONTENT
LOGOS
CONTENT &
FUNCTIONALITY

14. Usage is broadening

15. International markets multiply

16. Opportunities increasing

17. Part 2
Why

19. Growth

20. Efficient growth

21. Tech & economic trends
accentuate this

22. What is being licensed is
multiplying
Where it can go is multiplying How it can be used is different
Opportunities are multiplying
2

23. 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

25. +20 sales in international
markets

29. Republished

35. Part 3
How

36.  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 analysisMarket analysis
Market analysis

37. 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

38. Risks
Placeholder for your own subheadline
• Launch fails…& fast
• Reputational & brand equity
• IP
• Advertiser relationships
• Audience confusion
• Content duplication
• Bad debt
• Time & resource impact

39. 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

40. 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

41. Some of our key priorities as a
good partner…

42. Automation

43. Insight & CRM

45. WHAT
HOW
& WHY
Realising value for content is all relative…

46. Information industry
is subject to many
challenges

48. Simple

49. More choices

51. Licensing your content to
international markets
Andrew Horton
Director, Content & Brand Licensing,Time Inc.

52. Thank you