Evergreen content is an untapped resource many publishers aren’t using and reusing effectively. While new, exciting content will always be required to attract and retain readers, there is no reason why old, still relevant content can’t be utilised. It can unlock additional revenues via bookazines or Special Impulse Publications (SIPs), books, licensing and syndication, and more. This post explores how publishers can use their existing content to increase revenue and readership.

Unlocking Revenue Through Monetising Evergreen Content

The approach(es) you take to monetising your evergreen content will depend on the subject matter, the type of content you already have and your target audience, among other things.

Bookazines

UK bookazine sales continue to go from strength to strength in a post-COVID market. With an estimated market value of £18m, up 57% YoY since 2021, the high average cover price of £9.34 and long shelf life make them an excellent way to reuse evergreen content around a given theme.

Also referred to as Special Impulse Publications (SIPs), they can often be quickly produced to jump on new trends or commemorate big events. For example, music and The Royal Family show significant YoY growth:

The death of Queen Elizabeth II and the subsequent coronation of King Charles III are prime examples of commemorative issues. At the same time, music events such as Glastonbury or Taylor Swift’s Eras Tour and sporting events such as Euro 2024 or The Olympics all often see success.

Bookazines usually rely on evergreen content taken from the archives, utilising already licensed images. This low cost of production coupled with the ability to print in runs based on demand allows publishers to jump on specific themes or topics such as air fryer recipes or fitness trends such as CrossFit. Publishers with large back catalogues should be conducting reviews of their evergreen content to explore how they can curate it into a new product. On a larger scale, it may be possible to produce books to be sold at an even higher price point. For example, a collection of political long-read articles around the same narrative could be combined into a collection that details a specific moment in time such as the key moments of a political saga or a politician’s time in office.

Local Language Content, Licensing & Syndication

Exploring new markets can be a proven way to monetise evergreen content. Some subject areas such as travel, tech or science often have universal appeal, and translating from English into languages such as Spanish, French or German can unlock new markets around the world.

Likewise, licensing and syndication offer publishers an opportunity to use their evergreen content in complementary publications in new international markets. Besides expanding your footprint, licensing and syndication allow you to attract new audiences and build relationships across the industry.

Many publishers are sat on large quantities of high-quality yet under-utilised evergreen content that can be effectively monetised and offer additional value to readers. Contact Intermedia today to find out how our range of circulation marketing and distribution services can help you.