WPP agencies launch paid content joint venture

the Content Project

September 16, 2010

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WPP agencies launch paid content joint venture

Two WPP Group agencies, 24/7 RealMedia and Schematic, have combined to launch a paid content venture, with the aim of creating a network of publishers that will share a pool of revenue.

The Content Project: WPP agencies launch paid content venture

Called the Content Project (TCP), it will launch in the first quarter of 2011 and has been in development since earlier this year.

News of the venture comes three weeks after Sir Martin Sorrell, the WPP chief executive, said paywalls were "essential" for publishers.

The idea behind the Content Project is that users pay a fixed fee each month, giving them an electronic wallet, to access a pool of content. The fee is then shared out between the media owners rather than paying one fee to a single company.

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