Leverage Print Content Online
ONE OF THE KEY FEATURES OF SYSTEM 7 enables the provision of content sponsorship services
on Web portals and online magazines. Properly applied, legacy magazine content that
lies untapped in Quark and other files on disk can generate significant revenue online.
The System 7 team is finding that this can
rapidly unlock the hidden value of content for publishers, which often massively
underestimate its revenue generating potential.
Content sponsorship is when a company sponsors a particular channel, subject or article on
a Web portal or magazine. When the sponsored content is viewed, the sponsor's logo appears
and they are credited as a sponsor, and aspects of the current display style,
such as the colour scheme, can be modified to reflect the sponsor's own branding. Successful
websites such as www.Startups.co.uk
have pioneered this approach.
Content sponsorship is especially important for publishers wishing to use legacy
content from a print magazine to bootstrap a new sister portal for a number of
reasons. Most importantly, it can help generate revenues as soon as a new site goes live,
because sponsors evaluate content sponsorship on a very different basis to banner advertising.
Whereas banner advertising is typically evaluated in terms of page impressions and clickthroughs,
content sponsorship is evaluated more in terms of the mindshare it can help generate. Companies
understand that the importance of mindshare stretches far beyond clickthroughs, and that it is
crucial for things such as the recruitment and retention of staff, the ability to cut deals
with other companies in their industries and a variety of other needs.
While content sponsorship helps build revenues while a new site is building traffic through
search engine spidering, reciprocal link agreements and public relations, it also helps build
a sales pipeline early on. System 7 have found that once one company has sponsored a particular
set of content, their competitors are very likely to want to follow suit, such is the importance
of mindshare.
By bootstrapping an online sister from a print magazine's legacy content, publishers can quickly
obtain significant revenues from content that would otherwise sit idle. To understand more
about content sponsorship, and strategies for quickly building revenues from content, contact
System 7.
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