Creation and Funding of Content Is Focus of First Internet Content Syndication
Associated Press, Reuters, IBM, DuPont, HealthDay News, Mochila and Studio One Networks
among companies represented.
New York, NY (Vocus) October 26, 2009 -- Original content is key for marketers to build relationships with their
customers, and Internet syndication is an effective system for creating, funding and delivering it to them.
These were some of the key points made by panelists at the first annual conference of the Internet Content
Syndication Council, held on October 20. Over 200 attendees listened to industry leaders discussing various
aspects of Internet content syndication -- including its role in advertisers’ marketing strategies, the business
models of several industry players, and the need to track and control content.
Andrew Susman, chairman of the ICSC and president of Studio One Networks, provided an industry overview in
his opening remarks. The Internet has been expanding so fast that fragmenting audiences are unable to generate
sufficient revenue needed to support the creation of original content. Defining Internet content syndication as “the
controlled placement of the same content on multiple partnering Internet destinations,” he stated that syndication
provides an important solution to the content crisis.
Syndication is based on a simple principle, noted Susman: “What one can’t afford, many can by pooling their
resources.” One key elements of Internet syndication, he said, is controlled placement, or giving the content to
Web sites to use as their own rather than linking back to an originating site. The other is partnering destinations,
or the establishment of a mutual relationship that ensures that the Web sites receiving the content give value back
to the content producer. The result is a system that benefits all stakeholders because it aggregates large targeted
audiences for advertisers, gives Web sites access to high-quality content they could not otherwise afford, and