Ed Colleran of Copyright Clearance Center chared a panel focusing on making money on content relicensing and reuse. Ed showed an SIIA estimate of $120 billion for core publishing, including STM, Legal journals, Newspapers, missed other points. Total reuse market between $.9 billion to $1.5 billion for paper, $150 to $291 million for digital. (COMMENT: This is CAPTURED market for reuse, largely from corporate markets, one assumes. Doesn't capture file sharing, etc.).

Richard Geiger of the San Francisco Chronicle noted relationship with CCC has lead to revenues, with an 11-year Web site with persistent URLs they have a popular site, higher proportionately than the newspaper in popularity. Admires other sites such as San Jose Mercury News, HotCocoa from Contra Costa Times also good. LA Times is another case where they should be beating them on the web, but they're more friendly, more open, doing better. With Yahoo News and Google News, they like the traffic, will take it. Have started podcasting, a good restaurant site, people migrate from their site to paper. Ed: When you're distributing content, what are the rights issues that you face? Used to send full feeds to most vendors, but when they hit the freelancer's suit they stopped. Don't send freelance stuff anymore.

Heather Mars, Dow Jones Licensing Services: Most implementations are highly customized, always leave door open for new negotiations. Have to review every customer agreement to ensure that anticipated displays are in line with their vendors' expectations. Routine monitoring of customer sites. Many customers appreciate that, they know that things won't get out of control. Also provide content via APIs. Clients are constantly changing, methods change also. Traditional publishers and aggregators may be excluded in some clients when their anticipated uses will be more aggressive than their publishers will tolerate. Focus of audits is ensuring that attributions are accurate. Terms of service hyperlinked, made clear that it's for personal use only and not for redistribution. Work with hundreds and thousands of customers, need to keep processes transparent.

Dawn Conway, LexisNexis: 500 publishers, 14,000 publishers. Most think of us as a research company, but recently acquiring acquiring, creating or aligning with companies that allow them to be a solutions company. Delivering total solutions, for litigators, reputation management, protecting copyright via CopyGuard. Using content through all of these redistribution tools, make sure to maximize revenues. Very protective of copyright, customers not allowed to redistribute content. If clients wants to distribute enterprise wide they have a product that can do this but all use must be accounted for. Packaged content such as alerts provides accounting for each article in that package.

Mike O'Donnell, DataDepth/iCopyright: Copyright symbol needs to be intelligent, knew that in order for copyright to be brought forward all content must be instantly licensable. People won't deal with forms, copy/paste used millions of times a day. iCopyright links for relicensing was not getting that many clicks, was on BOTTOM of articles. Top links - email to a friend - was on top and getting most of clicks. Publishers approached, they are getting to use email to a friend links and imbed contextual ads. Has gone nuts in just 60 days of use. It's ad-supported permissions. Uptick of 30 percent in sales. Launched user-focused site copyright resource center where people can learn about copyright and applicable legislation.

Ed: How do you promote the lawful reuse? Richard: Don't do a good job of it. Heather: many publishers don't like links out from their pages, want tight control. Dawn: clients come to them and ask them to help them to be copyright compliant. CopyGuard started off detecting plagiarism, worked with iParadigms, it's L/N plus five years of archived internet. Publishing customers said they wanted to use it to know where their own content was showing up.

Ed: Where's the revenue? Mike: Most still from paper products, eprints growing but print is still most revenues. Richard: Refer people to Scoop reprint service for prints, early adopter of CCC's online reprint service. Richard: Kids using NoodleBib to get copyright info for bibliographies.

Question: Creative Commons, any experience on the panel? Heather: Don't work with blogs, most publishers very traditional. Mike: users can choose iCopyright material from their interface.

Question: Licensing agreements getting more and more complex, any particular causes that should be there, others that won't work. Dawn: Indemnification not as important, it's the publisher's content. From the publisher's perspective, you're trying to understand where the content's going and where it's being used is key. At the same time, L/N needs flexibility to innovate with new ways to use content. If it's too difficult it means going to legal and it will be an administrative nightmare to go out to 2,000 publishers to get additional rights. Heather: I see contracts getting longer and longer, publishers want to define how content is used in many particulars. Dawn: We look at publishers as partners, if publishers are uncomfortable, long-term partnerships won't work if there are lots of terms. Heather: Treat vendors as partners.

Question: Beyond protection by copyright, how do content creators get more money through reuse? What about allowing users to reuse and push back publishers to revenues. Mike: Has to be made as easy as possible, also opportunities for print revenues in email approach.

Comment: Do we need new standards, new language? Dawn: What are publishers really trying to protect? Mike: The copyright symbol is the tool. Heather: Often get content from other aggregators, not that easy to deal with layers.

Comment: NYT Magazine article: no search, no copyright.