Managing Copyright in the Digital Age of Publishing and Advertising

Fernanda Rocha, Digital Rights Manager, Latin America, Y&R, USA

The publishing and advertising businesses face challenges looking for profitable ways to reinvent themselves since the emergence of the Internet about two decades ago. In this digital environment, there are a multitude of sources, platforms and formats of content available to the consumers, which are constantly transforming to adapt to new technology and market demand. Media’s audience has broadened while the competition has increased substantially. In spite of the challenges, this ever-changing environment creates opportunities for new licensing models and copyright management solutions that media corporations, large or small, should adopt not only to survive, but also to be successful. In this paper, I will discuss the common challenges for media companies due to the lack of a well-planned copyright management solution and why media companies should invest in one. In addition, I will briefly discuss the importance of archiving media content and how this can help produce savings or, alternatively, constitute an alternative revenue source for media businesses.

Fernanda Rocha is a rights and licensing manager, art editor and photographer with over 13 years of hands-on experience in the fields of media licensing, photography, contract and fee negotiations, traditional and digital media in the publishing and advertising industries. Her background in the American and Latin American markets encompasses books, magazines, newspapers and digital advertising. She has headed the licensing and reproductions operation at the Miami Herald Archives, and is currently managing rights for Colgate-Palmolive digital campaigns in Latin America at Young & Rubicam Agency. Her blog on copyright and other intellectual property is available at http://lecopychat.wordpress.com

“Y&R is made up of the iconic Y&R Advertising and VML, one of the most highly regarded and fastest-growing digital agencies in the world, as well as iconmobile, a premier mobile advertising agency. Y&R also includes specialized companies in every region, such as Bravo, Kang & Lee and SicolaMartin, to name just a few.”