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Promoting Components
Not long ago, I learned the story of a publishing business that includes newsletters, magazines, research, and a subscription database. The database includes much of the content that appears in other formats as well as original content relevant to the businesses that buy it.
Early efforts by this publisher to convince institutions to buy database subscriptions were unsuccessful. But when they started offering users the ability to download high-quality charts, graphs, and analyses, demand for site licenses began to rise. They remain strong today.
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Brian O'Leary
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Brian O'Leary is the founder and principal of Magellan Media Partners, a publishing consultant that helps enterprises with media and publishing components.
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