BurrellesLuce Launches New Content Delivery Channel to Monetize Articles

By: Nu Yang

More than 40 publishers, representing some 2,500 newspaper and magazine titles, have signed on to a new service called the Compliant Article Program (CAP) by media monitoring service provider BurrellesLuce. With headquarters in Livingston, N.J., the company’s current client list includes Advance Publications, Hearst Newspaper Group, Media News Group, McClatchy Co., and The New York Times.  

Created by senior vice president of content Daniel Schaible, CAP rolled out into the marketplace last month. Schaible said he was motivated to start CAP, because he saw an opportunity to provide publishers with the ability to monetize content at the article level within the public relations and communications sectors. According to Schaible, media monitoring and evaluation companies have more than 10,000 businesses as customers — all of whom are willing to pay royalties to have access to compliant content.  

There are two ways for publishers to earn revenue through CAP.  

First, the buyers purchase an access fee, which is set by the content provider. Schaible said the system is designed for the end consumer to select which provider’s content they want included in their content search. He said the target is to have more than 200 licensors representing 4,000-plus titles available to the buyer for an aggregated access fee of around $200 a month for all the titles.  

The second way is the click-fee: 15 cents is charged each time a link in the search results is clicked to view the full content of an article. Schaible said content providers receive a report on the number of users selecting their content for searching and the number of clicks to view the content for each title. “It is a cycle based on transparency, reporting usage, adjusting fees based on that information, and expanding the user base,” he said.  

He added, “Publishers are enthusiastic about this idea. It goes back to establishing a basic relationship between the content provider and an end consumer.”  

Schaible said CAP establishes a new model to promote content. “The consumers want the content. If you provide them with a fair, barrier-free way to pay royalties, they will pay them.  

“The publishers monetize the content right at the article level,” he said. “This is completely separate from any product or advertising model. It’s the content supporting the content … and discovering a viable way of promoting its usage in the growing area of aggregated information consumption.”  

To measure the program’s achievement along the way, Schaible said, “If we see a significant adoption rate, if we get 50 percent of media monitoring customers to sign up and access the content one way or another and pay royalties, that’s the beginnings of a success.”  

For more information, visit burrellesluce.com.

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Published: April 12, 2013


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