The current economic environment has rendered some print brands unprofitable. Publishers face the challenging decision of whether to take a brand online only and make a significant investment in both technology and audience, or shut down the property altogether.
Vital Business Media offers Publishers another option: brand licensing. Vital will license the brand, deploy it on our Web platform, take over all personnel costs and invest in audience development in order to turn the brand into a profitable online and events-based business.
Brand licensing allows the publisher to convert an underperforming asset into a guaranteed fixed revenue stream at no cost. Licensing brands lets media companies avoid good will write-downs from a shutdown or outright sale, maintain a strong balance sheet and strengthen their financial positions in a debt covenant-friendly way.