Join thousands of weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.


Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
May 17, 2001

Whatsonwhen Expects Profitability from Licensed Content Sales by Late 2001

SUMMARY: Everybody says the once-hot online content syndication world is dead. Hear about one company that disputes this - they're selling plenty of content online!
Two years ago, as head of the travel section for one of the UK's largest ISPs, Emily Spencer was searching for a content licensing company to sell her constantly refreshed listings for events tourists might want to attend around the world from German operas to Brazilian carnivals. Mission impossible, so she quit her job and launched Whatsonwhen to fill the gap in the content market.

Marketing Director Joel Brandon-Bravo says, after a bit of initial pricing "trial and error," Whatsonwhen settled on charging about US$5000 a month for the full service including 120 countries and 15 interests categories. Clients can also slice and dice feeds with varying costs; and, choose between XML feeds vs. a hosted events section that looks like their site.

Initially, like many others, Whatsonwhen did ad revenue share deals with some sites instead of requiring cash up-front. They've renegotiated most of those deals since the banner market tanked. They've also switched to carrying purely affiliate-relationship ads on their own destination site instead of selling ads on a CPM basis. (Affiliate ads pay you when your visitors click through to become another site's customers.)

About 80% of the Company's revenues now come from content licensing and 20% from ads. According to Brandon-Bravo, revenues currently cover roughly 75% of costs; and, he expects to hit profitability by fourth quarter this year. This may not be just wishful thinking. On March 30th, two investors, European Equity Partners and Telsun Ltd, believed in the Company's future enough to cough up the funding to see it "though to profitability." Which makes Whatsonwhen one of the very few online companies getting further backing these days.
See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.

To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter

*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve Your Marketing

Join our thousands of weekly Case Study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions

Best of the Week:
Marketing case studies and research

Chart Of The Week

B2B Marketing

Consumer Marketing

Email marketing

Inbound Marketing

SherpaStore Alerts


We value your privacy and will not rent or sell your email address. Visit our About Us page for contact details.