I asked Amanda MacArthur, co-founder and content director of Lantern Content Marketing, last year if publishers "forget" their old content too quickly?
CBS is bringing back Murphy Brown next season. ABC will prop Roseanne back up next month. Will and Grace already came back this year. In Hollywood, sequels rule—it looks like Shades of Grey could be freed, darker, 50 or 100 and still finish first at the box office. And, of course, Shaun White is an Olympic champion again.
"Beyond including it in our subscription, one of our most successful approaches for generating revenue from HBR's archive has been curating it in book form, creating a-la-carteproducts available to consumers who aren't necessarily subscribers (but often are). Our 'branded lines' team now publishes 10+ books per year in a number of different series. Each series offers up our archive content for adifferent purpose orreader."
—Ania Wieckowski, senior editor of Branded Lines, Harvard Business Review, in a Q&A in Folio:
"There's an opportunity for publishers to repackage content, and not to [give away] content on social media," said Tracy Samantha Schmidt, principal of Socially Authentic, at an SIIA Marketing Boot Camp in Chicago last week. "Explore other ways to find value in your posts, so that [your customers] are paying for content."