Top 10 Tips Negotiating Licensing Digital Content Agreements

# 10 License From Strength & Confidence Ø Numbers • Who are real users?

#9 Mix It Up If the content is … Make the license… Ø Seldom

#8 Don’t Debate “Value” Ø “Value Proposition ” is a vendor’s phrase Ø As

#7 Check Your Content Closet Ø Don’t buy content Why this happens: you already

#6 Get It In Writing Ø Everything changes • • Specifications Situations People Jobs

#5 Everybody Needs Something Your Side • Public accountability • Corporate role • Budget

#4 Don’t Let Price Bulldoze Interests Ø Sharpen Your Pencil Ø Success is 50

#3 It’s Business Ø Don’t be romanced Ø Give to get respect, trust &

#2 Heading For A Breakdown? Ø Negotiations aren’t • Negotiate the process going well?

#1 Learn 100 Lessons - Not 10 Tips Ø Listen Ø Talk to others

More Information “Licensing Electronic Content, ” Article by Gail Dykstra and Corilee Christou in

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Top 10 Tips Negotiating & Licensing Digital Content Agreements Gail Dykstra Research

# 10 License From Strength & Confidence Ø Numbers • Who are real users? Ø Price Point • Make a low-ball offer • Set a per/user cap Ø Be Creative • Differentiate use • Guess, test & change

#9 Mix It Up If the content is … Make the license… Ø Seldom used • Transactional Ø Mission critical • Site license Ø Specialized and/or niche • Per/seat license Ø Key data • Simultaneous user

#8 Don’t Debate “Value” Ø “Value Proposition ” is a vendor’s phrase Ø As a buyer, focus on “price” & “cost” Ø Be clear about priorities Best content for users & best use of budget

#7 Check Your Content Closet Ø Don’t buy content Why this happens: you already have • Multiple: • Subscriptions • Vendors • Nobody knows what is being spent • Decentralized organizations

#6 Get It In Writing Ø Everything changes • • Specifications Situations People Jobs So, make the document fit the need • • • Letter of Agreement Formal Proposal RFP Response Email Catalog

#5 Everybody Needs Something Your Side • Public accountability • Corporate role • Budget process • Network/consortia buying • Need to integrate technology • Need to find support & budget • Cuts in budget for serials or paper copy Their Side • Meet sales quota • Bonus • New personnel • New relationships • Most favored supplier & customer contract clauses • Economics of publishing

#4 Don’t Let Price Bulldoze Interests Ø Sharpen Your Pencil Ø Success is 50 /50 economics & emotion Ø Price Too High? Ø Spread the Pain • Create new business • Use new funding model & formula • Add users to lower per unit cost

#3 It’s Business Ø Don’t be romanced Ø Give to get respect, trust & fairness Ø Global business & small world Ø Team is on side & on track Ø Help lawyers weigh liability & history

#2 Heading For A Breakdown? Ø Negotiations aren’t • Negotiate the process going well? • Separate person from process Ø Make changes to • Give a little & make attitude, process or your point players • Never get mad

#1 Learn 100 Lessons - Not 10 Tips Ø Listen Ø Talk to others & learn from mistakes Ø Practice Ø Ask questions Ø Try something new Ø Trust your instincts

More Information “Licensing Electronic Content, ” Article by Gail Dykstra and Corilee Christou in Encyclopedia of Library and Information Science (ELIS) New York: Marcel Dekker, Inc. 2002 (nyp) Licensing Digital Content: A Practical Guide for Librarians. Lesley Ellen Harris. Chicago: ALA, 2002 DYKSTRA RESEARCH Gail. dykstra@dykstraresearch. com 410 2 nd Avenue South, Suite 208 Kirkland, Washington 98033 Bus/cell: 425. 241. 4632 Business & Product Development Content Licensing & Digital Rights Management