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NONE: ONLINE-ADS>> Republishing royalties
ONLINE-ADS>> Republishing royalties
Peter Bull (peterb_at_dvp.com.au)
Thu, 11 Dec 1997 11:02:52 +1100
Oh, there was just one more thing (as Colombo used to say). Part of my
wrap-up post got lost in transit - I have reposted that bit for the record
- but in it I compared content creators who want to personally control
their complete channel to a global market end to end, to the naivety of
Mickey Rooney saying "Hey, let's put on a show!", as if being able to sing
and dance was all there was to creating a Broadway musical. If we don't
manage to reward content creators for good content in some way other than
expecting them to publish it themselves and sell their own global
advertising, then we will never be able to create the local community
services that add real value to local businesses, and we will force what
good local community services we have to always have to create all their
own content as well manage the difficult job of being regional publishers.
This makes both activities even more difficult and expensive than they
should be.
It seems to me that almost everybody in the web is out there trying to do
almost everything themselves, and there is no equivalent to, say, the music
performing rights system, that allows radio stations all over the world to
play any published music they want to, as long as they remit a set scale of
royalty fees to the performing rights organisations who aggregate those
fees and feed the royalties back to the record companies and artists whose
music got played. The better the music, the more it gets played, the more
royalties you get. Simple but effective. And it lets the radio station
concentrate on the packaging and the wraparound local ads.
What a perfect model for the Internet! If, as a local publisher, you could
take your pick of the best global content from almost any source,
comprehensive, rich and exciting material that you could select and package
with the best regional and local content for your local residents, whose
interests and characteristics you know better than anyone else in the web
world, wouldn't you be able to build a crackerjack community site? Every
page would carry some local advertising, every page viewed incurs a known
royalty cost. Content creators get a royalty stream from having their
material offered to an audience they could not afford to get to as hundreds
of standalone publishers. Local residents get a beautiful mix of stuff that
provides much of what they need from a daily net fix (which is why they buy
their local paper today, and not the New York TImes, even if the Times is a
better paper). Net revenue to the publisher is always positive, because
content is only (but always) pa!
id for when it is selected and viewed by a consumer.
But where is the royalty fixing, collecting, reporting, and remitting
mechanism that we all need to make this type of publishing model work? Can
anyone figure out how to create this and get it implemented?
Peter Bull
Director, DVP Media Pty Ltd, Brisbane, Australia
peterb_at_dvp.com.au
For samples of DVP's most recent work, see:
The world's best online wine store - www.thegrape.com.au
Australian Provincial Newspapers Classifieds - www.checkoutclassifieds.com.au
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