dalro pr agency presentation january 2013
TRANSCRIPT
WHO IS DALRO?
DALRO is a copyright management
agency, that has been operating since 1967.
Simply…it collects royalties on behalf of copyright owners when their work is used.
These include authors, publishers, playwrights and visual artists.
HOW DOES THIS ACTIVITY AFFECT YOU AND YOUR
BUSINESS?
DALRO has been mandated by local newspaper publishers to collect royalties for the use of their published work.
This use is the copying and distribution to clients and internally in companies.
To fulfill this function, DALRO launched these two licences:
1. Media Monitoring Licence
2. Business Licence
As a PR company you must have a licence to legally copy clippings of
copyright-protected works to distribute to your clients…even if you have received them from a
media monitor.
You DO NOT need a licence to receive the clippings…only to copy them in order to send on.
If you don’t make copies of clippings available to your clients, you don’t need a licence.
For example, if all your client have direct access to your MMO’s database, you don’t need a licence, as you are not making copies of any clips.
The same applies to a business that makes copies of clippings or
articles available internally.
This is another copy of the work.
What is the legal basis for this?
Basis of Licence– Section 6 of The Copyright Act
• Copyright in a literary work vests the exclusive right to do or to authorise (amongst other acts):
(a) Reproducing the work in any manner or form;(b) publishing the work if it was hitherto unpublished;(f) making an adaptation of the work;
- Meltwater CaseBasis of revenue calculation
Basis for LicenceMandates from publishers
• Determine what rights can be licensed– Basic principle of agency/collective management
• What rights are granted?• To what works or material?• Reporting requirements?• Duration of the licence?
What are the cost implications for media monitors and PR companies?
8% of press-clipping revenue attributed to DALRO publishers.
This is NOT 8% of total revenue!
Examples:
1. Your total revenue per month is R50 000The revenue from sending clippings is R5000
DALRO’s publishers make up 80% of those clippings=
8% of R4000 = R320/month
2. Your total revenue per month is R200 000The revenue from sending clippings is R15 000
DALRO’s publishers make up 85% of those clippings=
8% of R12 750 = R1020/month
The calculation is not based on profit made from clipping. It is the
billed amount.
Media Monitors should be licensed to send you clips.
We are engaging with the industry body, SAMMA, to license press-clipping activity in SA.
There is more than one licence for each clip. Why?
Every time a copy is made of the clip, the owner of the copyright should be compensated…all through the value-
chain.The chain here is:
Media Monitor > PR Agency > Client > Internal Distribution
3 copies of one clip
The Business Licence
Your clients do not need a licence to receive clips from you.
They do need a licence to copy and send those
clips internally.
Business Licence Pricing
This is based on the industry and the number of professional
employees in each company.
There is a pricing schedule in your information pack.
How will it be monitored?
DALRO is a licensing agency, not a law enforcement agency. We’re an enabler. that is positioned to make it easier for you
to do the right thing in compensating copyright owners.
We will be educating and sensitising businesses, your clients, about our activities, so they will be aware, and would have the expectation their suppliers are good corporate citizens.
It is essentially a legal issue, but being a socially responsible organisation is your choice.
Why now?
DALRO has focused its efforts on the Higher Education Sector – but in line with international copyright activity and based on mandates from publishers we are working to compensate these
rightsholders.
Press releases are a contentious issue!
PR agencies write releases and they are printed in papers. The copyright rests in the printed edition, so the published press release is the
copyright of the newspaper and becomes part of the licence. Based on Section 11A of the
Copyright Act.
Why is this licensing important?
Not simply another way to take money from hard-working companies. Copyright protects
the effort, investment and ideas of the owner. Compensation for this work maintains the quality and worth of the information you
distribute.
