Cannibalization or a Free Lunch? Syndication & the

February 2001
by Andrew Rogerson

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The Internet is creating an exciting new market for business publishers. The thirst for information has never been greater, and as part of a strategy to tap this explosive demand, forward-thinking publishers are partnering with firms who can help them to reach new customers and increase revenues.
The process of syndication is not new: it basically involves aggregating original content from a multitude of publishers and originators, adding value by filtering and organizing content to meet specific customers’ needs, and then distributing the new product to new customers. But the Internet is making syndication an increasingly powerful proposition, and a wide range of firms is hungry for content.
Satisfying the Demand
Online databases, such as Lexis-Nexis and Dialog, have been operating for almost 30 years and continue to gain market share. According to Simba Information—a leading authority for market intelligence and forecasts in the media industry—the number of online databases is doubling every seven years and currently stands at well over 13,000. Lexis-Nexis—the legal, corporate, and government information provider, now part of Reed Elsevier—is typical of this sector with 2.8 billion searchable documents from nearly 30,000 sources delivered direct to end-users.
Recent years have seen an explosion of new players—such as iSyndicate, Moreover, and Screaming Media—who collect and package digital content for resale to their clients. These companie…IBPA Members – Click here to view the full article (login required).

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