Jeff Jarvis calls it reverse syndication: big publishers pay smaller publishers to link to their material. Jarvis has a fascinating, albeit early-stage idea to help pay for expensive news coverage. He uses the New York Times’ Iraq coverage as an example. The NYT says it puts out nearly $3 million per year to cover the war zone.
Letâ€™s say the Times says to Tribune company that it will provide all the reporting on Iraq for Tribuneâ€™s readers. But instead of charging Tribune for syndication, the Times pays Tribune a share of the ad revenue it gets from traffic Tribune sends to the Times.
He notes that publishers could compete – paying higher commissions for traffic. If you were a smaller publisher and were looking for quality content – content that you could aggregate – wouldn’t it be attractive to use an “upstream publisher” (my term) that pays you to link to them?