"We license content to support our core mission and develop more audience," said Alice Ting, VP, licensing & syndication for The New York Times, in a Connectiv Executive Summit talk earlier this month. "There is value in analyzing your content and creating packages. Today we have more resources—and can get to our international audience more directly."

When it comes to licensing content, Paul Gerbino, a partner at Triumvirate Content Consultants, wants you to look at your content in a different way.

According to the Connectiv Media & Information census, by 2020, paid content and information services will be the second largest revenue stream for B2B media information companies, trailing only events. That’s a fundamental shift for many companies that continue to see advertising—in both print and digital formats—as a leading business line.