In the search for new revenue streams, publishers including Vox Media and The Washington Post are hoping to interest other companies in the content management systems they've built in-house, and often referred to as the site's "secret sauce."
Vox Media's plan is to strengthen the company's brands -- including The Verge and Eater -- beyond their own websites and help marketers do the same using the Chorus platform. Vox first jumped into the platform-licensing waters last year when it introduced Chorus for Advertisers, a system for creating, distributing and measuring branded content, at an event during the digital media industry's NewFronts. DigitasLBi signed on to offer Chorus to its marketer clients, and used it in in a campaign for Lenovo, Fantasy Online College, that ran through the NFL season.
Washington Post's Arc platform is described as "a powerful suite of publishing tools custom built for the modern newsroom by engineers at The Washington Post." Arc has already been leased to eight college newspapers around the country for testing, and has already signed on Willamette Week as the first paying client. There is no upfront cost to license Arc, with licensees paying based on their traffic, storage, and professional service needs.
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