Exclusives are rare opportunities and frequently not in the best interest of the publisher or the channel partner extending the exclusive offer. With this caveat stated, let’s move to a discussion of the three “must haves” for a publisher to be in a position to seek an exclusive and then consider mistakes to avoid that will dilute the potential of an exclusive once entered.
Publishers must make wise decisions when considering new markets, new product configurations, new distribution partnerships and new business/access models. And the known revenue stream, margins and customer base are the foundation for considering and making these reasoned moves into experimentation. But zero sum thinking, being predisposed to believe new access/sales model will erode revenue one-to-one, is to engage in unhealthy risk averse management that will, long term, only hurt the business.
In this installment I focus specifically on the Higher Education library distribution channel and the various packaging and pricing access models you will need to consider and select from as you deploy your catalog in licensing. Remember, you can license all or part of your catalog into a mix of these business models and with a mix of the channel partners you have already identified.
By establishing a complete view of all possible channel partners and then, based on the catalog assessment described in part one of this series on content licensing strategy, deploying content across partners in restricted tests, you the publisher will achieve maximum total revenue and usage.
In this series on content licensing strategy, I will walk you through the six steps necessary to be confident you have fully leveraged partner distribution through the Higher Education library channel.
My desire to support content creators, large and small, across all media types from video, music, books, podcasts and more to grow their library distribution businesses fueled my decision to launch my new enterprise: www.parkerthepublisher.com.