11

Future TenseFuture Tense

Leveraging Intellectual Leveraging Intellectual PropertyProperty

Origin of the Origin of the $$peciepecie

New York CityNew York CityMay 9, 2006May 9, 2006

Charles J. LillisCharles J. Lillis

22

““As competing organizations increase their competence, As competing organizations increase their competence, success and survival shift to what they can do with their core success and survival shift to what they can do with their core

assets”assets”

- Peter Drucker - Peter Drucker

Asset EvolutionAsset EvolutionThe Making of a FranchiseThe Making of a Franchise

FranchiseMultiple Products

& Markets

BrandProduct

ApplicationsTrademarkExtensions

CoreAsset

magazine

33

Leveraging Extends the “Shelf Life” Leveraging Extends the “Shelf Life” of of

Intellectual PropertyIntellectual Property

“ “Got Leveraging?”Got Leveraging?”

XML – extending market lifeXML – extending market life

44

What Can Be Leveraged What Can’t Be LeveragedWhat Can Be Leveraged What Can’t Be Leveraged

Full textFull text HeadlinesHeadlines FeaturesFeatures AbstractsAbstracts Lead sentencesLead sentences ImagesImages LogosLogos TrademarksTrademarks VersioningVersioning Unique web contentUnique web content TalentTalent

What you don’t own!What you don’t own!

June 25, 2001 a date to June 25, 2001 a date to rememberremember

55

Benefits of Asset/Content Benefits of Asset/Content LeveragingLeveraging

Larger residual profits with no appreciable cost Larger residual profits with no appreciable cost of capitalof capital

Higher growth multiplesHigher growth multiples New revenue streams for companies in mature or New revenue streams for companies in mature or

flat marketsflat markets Competitive positioning – brand awarenessCompetitive positioning – brand awareness Expanded audience beyond the coreExpanded audience beyond the core Increased margins from existing assetsIncreased margins from existing assets Higher valuation potential for properties Higher valuation potential for properties

targeted for dispositiontargeted for disposition Contractual annuity businessContractual annuity business

66

Markets ServedMarkets Served Information database companiesInformation database companies Corporate knowledge managementCorporate knowledge management News syndication servicesNews syndication services AdvertisersAdvertisers Trade associations & non-profitsTrade associations & non-profits International publishersInternational publishers Professional & consumer book publishersProfessional & consumer book publishers Educational curriculaEducational curricula Product insertsProduct inserts Other media outletsOther media outlets

77

A Look at Information A Look at Information LeveragingLeveraging

Content in ContextContent in Context

88

““Knowledge is of two kinds. We know a Knowledge is of two kinds. We know a subject ourselves, or we know where we subject ourselves, or we know where we

can find information upon it.”can find information upon it.”

- Samuel Johnson - Samuel Johnson

99

Past-Present-FuturePast-Present-Future Old newspapers are no longer just for Old newspapers are no longer just for

wrapping fishwrapping fish

1010

Information DNA Information DNA

Publication issuePublication issue

ArticleArticle

VerticalVertical

KeywordKeyword

Sub-categoriesSub-categories

Smart taxonomySmart taxonomy

1111

““Exploring Plastic Lumber”Exploring Plastic Lumber”

““From an environmental perspective, recycled-From an environmental perspective, recycled-content plastic lumber diverts household content plastic lumber diverts household waste from landfills and can be later recycled waste from landfills and can be later recycled into new construction projects.”into new construction projects.”

- - Bruce FergusonBruce Ferguson Regular Contributing EditorRegular Contributing Editor Design/Build BusinessDesign/Build Business

1212

Example of Information DNAExample of Information DNA

Publication – Publication – Design/Build BusinessDesign/Build Business Article – “Exploring Plastic Lumber”Article – “Exploring Plastic Lumber” Issue - October, 2004Issue - October, 2004 Category – Business - TradeCategory – Business - Trade Vertical – Building & ConstructionVertical – Building & Construction

Keywords:Keywords: EnvironmentEnvironment RecyclingRecycling PlasticsPlastics LumberLumber Plastic lumberPlastic lumber Recycled-content plastic lumber (RCPL)Recycled-content plastic lumber (RCPL) Household wasteHousehold waste LandfillLandfill Construction productsConstruction products

1313

““Of all the assets on our balance Of all the assets on our balance sheet, none is more important than sheet, none is more important than

the brand.”the brand.”

Frederick W. Smith, CEO FedExFrederick W. Smith, CEO FedEx

1414

Building A Franchise - Building A Franchise -

MagazineMagazine → → Electronic Databases & Syndication ServicesElectronic Databases & Syndication Services → → International RepublicationInternational Republication → → BooksBooks → “ → “On-Series” – Motor Books InternationalOn-Series” – Motor Books International → “ → “Best of”Best of” → → Calendars / PostersCalendars / Posters → “ → “Page-a-Day” – Workman Publishing Page-a-Day” – Workman Publishing → → Wall - Wall - → → CollectiblesCollectibles → → Classic Cars of the ’50’s – Franklin MintClassic Cars of the ’50’s – Franklin Mint → → Die Cast - MatchboxDie Cast - Matchbox

1515

Building a Franchise - Building a Franchise -

Trading CardsTrading CardsApparelApparelAuto AccessoriesAuto Accessories → → Leather goods – E&B GiftwareLeather goods – E&B Giftware → → Soft goods – AllisonSoft goods – AllisonSunglassesSunglassesVideosVideosComputer Gaming – Electronic ArtsComputer Gaming – Electronic ArtsCable ProgrammingCable ProgrammingRecorded Music – Capitol/EMIRecorded Music – Capitol/EMIAffinity Credit Card – MBNAAffinity Credit Card – MBNACollaborative Events – Cannonball Run Collaborative Events – Cannonball Run

1616

B2B Licensing OpportunitiesB2B Licensing Opportunities

■ ■ Retail Trade Book PublishingRetail Trade Book Publishing

The Best and the Brightest on Interior Design!The Best and the Brightest on Interior Design! Interior Design Magazine and McGraw Hill Publishing teamed up to produce an essential Interior Design Magazine and McGraw Hill Publishing teamed up to produce an essential handbook for the interior design profession. For the first time there is a handbook that handbook for the interior design profession. For the first time there is a handbook that covers essential issues from sustainability to legal issues, team dynamics to strategic covers essential issues from sustainability to legal issues, team dynamics to strategic and global practices. This is not just a book for the interior design professional library, but and global practices. This is not just a book for the interior design professional library, but one for students and for practitioners of related fields--including architecture, business, one for students and for practitioners of related fields--including architecture, business, and project management. Editor-in-Chief Cindy Coleman is a well-regarded journalist and project management. Editor-in-Chief Cindy Coleman is a well-regarded journalist and designer who has assembled a remarkable group of top-notch minds--the best and and designer who has assembled a remarkable group of top-notch minds--the best and the brightest in the evolving field of interior design who have contributed to a handsome the brightest in the evolving field of interior design who have contributed to a handsome book. This handbook will be a "must-have" for all practitioners. Kudos to Interior Design book. This handbook will be a "must-have" for all practitioners. Kudos to Interior Design magazine for developing this authoritative volume. Includes a list of contributors with magazine for developing this authoritative volume. Includes a list of contributors with biographies that are stellar! biographies that are stellar!

1717

B2B B2B → B2G → B2E→ B2G → B2E

1818

Jane’sJane’s

From From the DOD to DVD and Everything in Betweenthe DOD to DVD and Everything in Between

1919

Jane’s-EAJane’s-EA- Licensed Products- Licensed Products

2020

B2B Licensing OpportunitiesB2B Licensing Opportunities

International Republication with country specific-based International Republication with country specific-based publishers (IDG China, Ringier China) – license and/or joint publishers (IDG China, Ringier China) – license and/or joint ventureventure

2121

Cable ProgrammingCable Programming

Visuals + Compelling Content = AudienceVisuals + Compelling Content = Audience

Great Fires of the 20Great Fires of the 20thth Century Century This Old FirehouseThis Old Firehouse Modern Marvels – Fire Fighting Science TodayModern Marvels – Fire Fighting Science Today A Day in the Life of Ladder Company 22A Day in the Life of Ladder Company 22

2222

The Big Brand TheoryThe Big Brand Theory

Rich ContentRich Content++

Multiple BrandsMultiple Brands++

Multiple VerticalsMultiple Verticals==

Category Dominance & Super BrandCategory Dominance & Super Brand

2323

Cygnus

Public Safety & Security

2424

SummarySummary Leveraging creates contractual multi-year Leveraging creates contractual multi-year

revenue streamsrevenue streams Leveraging facilitates the making of a Leveraging facilitates the making of a

franchisefranchise Leveraging produces legacy editorial productLeveraging produces legacy editorial product Leveraging creates a greater collaboration Leveraging creates a greater collaboration

with editorial and contributing editorswith editorial and contributing editors Leveraging produces a greater affinity with Leveraging produces a greater affinity with

readers and advertisersreaders and advertisers Leveraging creates new audiencesLeveraging creates new audiences