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What Can I Do With This Content? - Q&A with Paul Rollins, CLA Marketing Manager

Marketing at CLA

CLA’s ‘What Can I Do With This Content?’ website icon makes it easy for publishers of online content to display their copyright terms of use.

Read on to hear from PAUL ROLLINS, CLA’S MARKETING MANAGER in a Q&A on the new icon and its benefits.
 

First of all tell us about the concept of What Can I Do With This Content?

'What Can I Do With This Content?' (WCIDWTC) provides a simple means for online publishers to communicate their copyright terms. It brings to users attention that the content is subject to copyright and that users can’t just copy content and reuse it elsewhere without permission. It’s like the copyright notice on the inside of a traditional print book only for digital use. After all, you can’t expect the public to abide by your terms if you don’t make them clear and easy to find. We hope that it will help to educate the digital generation about copyright.

How does the icon work - what does it do? 

WCIDWTC is similar to the common social share widgets seen on many websites. When a user clicks the icon, it will display a summary of the publisher’s terms for reuse of the content – what they do and don’t allow.  For example, let’s say it is used on an online trade magazine. The icon lets a business user know if they are permitted to print the content multiple times, save a copy of it to their network, use extracts in internal communications or send it to share with clients. These are common uses which often require permission, and the icon helps to clarify what is permitted. It can be used across a whole website or a single article or page.

The icon is recognisable and user-friendly, allowing terms to be accessed directly on a page that is being browsed. That means there is no searching for terms in the small print. 

And the fact that the icon brings the conditions of use to the reader, as opposed to them having to actively look for them, we think makes it more likely to be read. As a result there is more chance of people complying with those conditions.

The icon has been promoted at publishing trade fairs and exhibitions - how well has it been received?

It has been very enthusiastically received so far, in particular by the business media, who often experience problems with content being copied and reused without permission. Copyright is an issue for them, or rather piracy and enforcement, which can be very costly and damaging. They recognise that, ultimately, education is part of that battle and they support our idea. This concept also supports our core licensing role which generates revenue for publishers so they are happy to help with that.

How does it generate revenue? Finding new ways to earn revenue from online content is a challenge across the industry.

Well, CLA makes money for publishers through the collective licensing of businesses and public sector organisations on behalf of publishers, authors and visual creators. Last year our licences generated £37.1m for publishers. The more licences that we issue, the more revenue is in the pot to be paid out; and by increasing awareness and driving prospective licensees back to CLA we can grow that amount. Uptake of ‘What Can I Do With This Content?’ will do both. It will educate users about copyright generally, and the display makes it clear that a CLA licence provides many of the most commonly needed permissions. They can then follow a link to apply for one. But publishers need to opt-in to the scheme to be eligible to receive payments; they should contact PLS to do this.

How easy is it to actually install and use?

Very, providing you can access the site to add the html code. It takes a few minutes to complete the installation process – and it’s free. When publishers visit whatcanidowiththiscontent.com they register their user details and select the copyright terms that suit them. The website then generates a code to copy and install to their site. This installs the icon and displays their selected terms on their sites. The display can also be personalised, with publishers having the option to brand the display with their logo and insert their contact details. It is that easy.


Preview 'What Can I Do With This Content?' and install the icon directly from www.whatcanidowiththiscontent.com

Contact PLS
Tel: 020 7079 5930;  email: pls@pls.org.uk or visit: www.pls.org.uk

Contact Paul at CLA
Direct line: 020 7400 3140; email: paul.rollins@cla.co.uk or visit cla.co.uk



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