“When investing in content, think like a broadcaster and plan many publishing windows for the content to be published in.”
When broadcasters invest in the production of big tv series or movies, they start out by finding as many ‘publishing windows’ to publish the content in as possible. Some of these windows are prime time on main TV channels, re-runs, niche TV channels, DVD’s and streaming services. At FIPP Congress 2017 in London, Executive Vice President and Editorial Director at Bonnier Publications, Jens Henneberg, encouraged his industry colleagues to do the same.
“Plan carefully from the beginning where the content will be published in order to get adequate ROI. Set a goal of multi-publication from the beginning. Obviously, the content can be published in print and digital format – but what kind of digital and print products? Think big and broad. You can invest more if you know how to get your money back”, Jens Henneberg said on stage.
Upcycling is a sport
Bonnier capitalizes on content by reusing and republishing it. But actually, Jens Henneberg would rather use the term ‘upcycling’. Why? Because journalists and editors don’t want to republish other people’s work. They want to make their own. And upcycling is about taking a piece or several pieces of existing content, editing them, and turning them into a completely new piece of content.
Now that this mindset of upcycling has set in the organization, it has become a sport for Bonniers journalists and editors to create the best upcycled content.
Organize content for easy reuse
In order to ease the ability to upcycle, Jens Henneberg stresses the importance of having a modern editorial system with strong organizing and search abilities. The ability to easily store, organize, and quickly find relevant content is an important factor in content capitalization.
For more inspiration, watch Jens Henneberg’s presentation at FIPP Congress 2017 and download his slide deck.