How to Leverage Your Content for Higher Sales

ARTICLE SNIPPET - The Internet gives publishers a chance to monetize every article at least twice. When they publish it, it’s news. When someone finds it online, it’s reference. Call it research, call it a directory, or call it answers when the user wants and needs them, but content should be monetized at least twice.

Boston Business Journal and its sister city business journals went on to make a nice side business out of their Book of Lists. In addition to becoming the fifty-third issue that was over-printed and sold all year (now sold separately for $53 per copy), they added a version on CD (now $149.95 per copy) and more recently an online version (also $149.95).

Having not worked as a consultant for these folks in some years, I can confidently speculate that the online version is the most profitable edition. The online edition should always be the most profitable edition because it has the lowest fulfillment cost. It may be the largest revenue and profit generator, too, if it is properly updated and promoted.

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