Signature January/February 2015 - 37

syndication
made simple
A top publishing executive at IEEE explains why his association is now
syndicating its content - and why he thinks you should consider it, too.
BY CARLA KALOGERIDIS

James A. Vick, CBC, senior director of
IEEE Media and publisher of IEEE Spectrum Group, said recently that the most important development in content right now
is syndication. Here he talks with Signature
about IEEE's debuting initiative in content
syndication, the technology it's using to get
the job done, and why he thinks the project
will bring IEEE significant new revenue
from its existing content assets.
: How did you settle on content syndication as a focus for new
revenue in 2016?
Vick: We're continually looking at absolutely all revenue ideas - it's a major
part of what we do. Our management
process is to dig deeper into next-generation thinking. The new IEEE leadership
wants us to do this in earnest, and we are.
If all you're relying on is magazine ads
and website banners, you're not going to
be around much longer. We are very seriously looking at what all can be monetized
within our association's assets.

We've been talking about re-marketing
content for the last two to three years, and
recently stumbled across a product called
Content Stream for Publishers SaaS platform by CFE Media, which can license
and deliver IEEE content to customers.
Rather than talk more, we decided to
jump on it.
: What is the syndicated content used for?
Vick: Companies can use it for their
newsletters, website, social channels,
automated marketing...anywhere. Our
customers are spending a great deal of
money on building their own content
marketing tools. But they don't have what
we have - a huge trophy case of greatquality content. Our content is the best
in the industry, and it's better than they
could do on their own.
IEEE Spectrum is a well-respected authority. As soon as we make its content
available for syndication, we expect to see
decent revenue flow right away.

JANUARY/FEBRUARY 16

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Table of Contents for the Digital Edition of Signature January/February 2015

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