Why is syndication becoming more popular?
You may have noticed hearing the word "syndication" thrown around here and there, online, on TV, in the paper. Someone may have mentioned their new job involved syndication or syndicated publishing, or something along those lines. It is one of the latest buzzwords in business, media, marketing, and freelance work. So what exactly is it, and why is it more common today than it was a decade ago?
The first thing to understand is that there are a few different kinds of syndication. It exists in print, on the web, and in broadcasting, both on the radio and on television. The common thread through all these things is that they all involve buying a license or other forms of permission from the originator for purposes of publishing or releasing the syndicated piece. For instance, a newspaper might run a weekly article from a syndicated columnist. Essentially, the purpose of syndication is to distribute material widely while upholding copyright and royalty laws, so that journalists, comic strip artists, advice columnists, talk show hosts, and other agents can be read, seen and paid properly. Often, a third party, called a syndicate, will step in to take care of the marketing and the rights. This allows readers all over the country or the globe to read the same article.
So why is syndication the word of the day in today's market? Well, for one, media is a growing industry; while newspapers may not be seeing as many readers as they used to, the Internet is certainly booming as people's source for news, social networking, and entertainment. Syndication works similarly among websites as it does in papers. Now that blogging is a popular means of communication and sometimes income, syndication has found a new branch. Unlike print media, websites allow easy cross-referencing and quick linking to other sources, so syndication allows for increased networking and resource sharing.
Also, syndication allows an agent to do what is effectively freelance work: to write, or draw, or emote, or advise, or whatever the job is, on his or her own time, and then sell it to the necessary market. So getting syndicated is a reasonable goal for writers who want a steady paycheck without the nine to five schedule. In a world where the Internet is the first and sometimes only source for updated information, syndication has the potential to maximize efficiency and distribution.
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