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Online Channel Partner Handbook: Strategies and Practical Tips for Professional Publishing
Shore Communications Inc, July 2004, Pages: 19
This Online Channel Partner Handbook addresses how the shift in control of content production and distribution away from aggregators and traditional distribution partners and back toward the publishers changes the economics of partnering for online distribution, especially in light the growing importance of online sales to professional publishers. The Handbook contains essential guidelines, checklists, and models for deciding between channel relationships and direct sales outlets. A comparison of traditional content aggregators and 'new' aggregators that take advantage of Web infrastructure, standards, and tools is included. The concept of Total Cost of Partnering is introduced and used as a decision-support tool in formulating and managing a channel strategy. A three-page Partner Checklist for evaluating prospective partners in five different categories is a tool that can be used over and over.
Focus
This Handbook on online channel partners provides definitions, economic models, and decision-support tools to help publishers formulate optimal partnering strategies. It is designed to help managers make practical decisions about how to approach defining channel partner relationships for their own content.
Audience
Publishers who want to manage their online distribution channels to maximize profitability and develop closer relationships with their customers. Publishers of professional content for a business, scientific, technical or financial audience are the primary audience, but publishers of any content that is valued by their primary customers, including enterprises that are approaching publishing their own content to support or promote operations that are not traditionally involved in commercial publishing or aggregation will benefit from the information in this Handbook. Content aggregators, affiliate network providers, search engine marketing companies, content e-commerce sites, online advertising companies, and technology companies that bundle content with their products will also find the information in this Handbook of value for their business development planning.
Content
This Handbook contains essential guidelines, checklists, and models for deciding between channel relationships and direct sales outlets. A comparison of traditional content aggregators and 'new' aggregators that take advantage of Web infrastructure, standards, and tools is included. The concept of Total Cost of Partnering is introduced and used as a decision support tool in formulating and managing a channel strategy. A three-page Partner Checklist for evaluating prospective partners in five different categories is a tool that can be used over and over.
Use
The Online Channel Partner Handbook will guide publishers in deciding how to construct content distribution plans that are best suited to their content and internal resources. Publishers will find useful tips for reassessing existing partner relationships to determine whether to terminate, continue, or renegotiate current agreements. The Handbook also describes emerging methods for distributing content on the Web using a network of related sites to drive qualified traffic to your direct e-commerce system.
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