As NLA media access commences “secondary licensing” (allowing agencies and clients to monitor press activity) of magazine content on behalf of publishers, we get an insight from Andrew Horton, a director at IPC Media, on the reasons behind the IPC switch from the Copyright Licensing Agency (CLA), to NLA media access.
As the director responsible for driving IPC’s syndication and licensing, I’ve got more than a healthy interest in revenue streams resulting from primary and secondary licensing. Although secondary licensing might not be as glamorous as launching Living Etc in Indonesia, Woman & Home in South Africa or developing new revenue streams from brand licences, it is nonetheless an important income stream for publishers and one that requires a small investment (time only) for a real return.
I knew that the Economist had switched its licensing to the NLA and been rewarded with a 35% compound growth in revenue. So, working with the Professional Publishers Association (PPA), IPC and other magazine publishers reviewed proposals from the NLA.
The NLA is a publisher-owned business, and is focused on and has a great track record in delivering revenue growth for its members. It has a particular strength in the media monitoring market where IPC’s content is actively copied by businesses across the UK. The business model is very effective – if IPC’s content is ‘clipped’ and supplied to an organisation by a media monitoring agency, the NLA is advised of the quantities and licenses the agency and business accordingly. The publisher mandates the NLA (via the PLS) to do this on their behalf. In return, we get a monthly royalty cheque. It’s that simple. For IPC, the switching decision was straightforward. I appreciate that will not necessarily be the case for all publishers. The PPA, NLA and PLS can assist you in reaching a decision for your own publishing house. I simply wanted to let magazine publishers know via this NLA blog that there is a choice.
Andrew Horton is a director at IPC Media, which produces over 60 iconic media brands, reaching 26 million UK adults. He is responsible for IPC’s international activity, content syndication, brand licensing and commercial partnerships. Please note: In June 2013 Andrew Horton joined the NLA board to represent the interests of magazine publishers.
If you’re a magazine publisher interested in learning more about how NLA media access can deliver your royalties from licensing of your content, please complete the form on the right.