Digital initiatives also advance the sales process. Point-of-content licensing tools, popularized by companies such as Rights-Link and iCopyright, automate simple reprint purchases. Moreover, for companies like ALM that have an in-house sales team, the tools provide leads for more complex transactions, Torres-Peña said.
Point-of-content licensing vendors are introducing new elements this year. ICopyright has developed service plug-ins for the most popular content management systems, allowing publishers to immediately deploy its tools.
This fall RightsLink, a unit of parent Copyright Clearance Center, will roll out a licensing tool that can be integrated into mobile apps, allowing media companies to use the service as they push into new publishing platforms. The company is also advancing a consortium model that could help smaller media businesses overcome the barrier to entry for its service, said Miles McNamee, VP-licensing and business development for CCC. “Large clients are already customers,” he said. “We need to take this product to a midlevel offering and do a consortium play in some instances.”