How Bonnier Publications maximizes the return on content investment

November 03, 2017 – 3 min. read

As you invest in content, think like a broadcaster and plan many publishing windows for the content to be published in, Bonnier Publications suggest.

When broadcasters invest in the production of big tv series or movies, they start out by finding as many ‘publishing windows’ to publish the content in as possible. Some of these windows are prime time on main TV channels, re-runs, niche TV channels, DVDs, and streaming services. Bonnier Publications urges to do the same.

According to Bonnier, you should plan carefully from the beginning where the content will be published in order to get adequate ROI. Set a goal of multi-publication from the beginning. Obviously, the content can be published in print and digital format - but what kind of digital and print products? Think big and broad. You can invest more if you know how to get your money back.

Upcycling is a sport

Bonnier capitalizes on content by reusing and republishing it. But actually, they would rather use the term ‘upcycling’. Why? Because journalists and editors don’t want to republish other people’s work. They want to make their own. And upcycling is about taking a piece or several pieces of existing content, editing them, and turning them into a completely new piece of content.

Now that this mindset of upcycling has set in the organization, it has become a sport for Bonniers journalists and editors to create the best upcycled content.

Organize content for easy reuse

In order to ease the ability to upcycle, Bonnier stresses the importance of having a modern editorial system with strong organizing and search abilities. The ability to easily store, organize, and quickly find relevant content is an important factor in content capitalization.

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Interested in learning more about the editorial system in play at Bonnier? Please feel free to contact us with your questions.

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