Content syndication

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Under syndication ( English content syndication to "content syndication" or literally, content management and transfer content Association , -Verbund / connection or -zusammenschluss / closing function ), the exchange or the multiple use of media content understood.

The word "Syndication" has been used since 1895 when publisher William Randolph Hearst began marketing comic strips such as The Yellow Kid for daily newspapers in the United States . The Syndicates licensed the comics of various artists to publishers across the country. This also gave small regional newspapers the opportunity to offer their readers popular comics. This enabled them to make their weekend editions more attractive and attract subscribers. The draftsmen, in turn, did not have to take care of the sale themselves. King Features Syndicate , co-founded by Hearst in 1915, is the oldest of its kind and today also supplies television stations and cable television providers.

Depending on the media used, different forms of content syndication can be categorized.


Transfer and exchange of content such as articles, columns or (photo) reports between media such as daily newspapers or magazines. Syndication service companies create their own content and offer it to publishers for sale.

Syndication is used by publishers when the target groups (regional and / or according to interests) only slightly overlap. In the daily newspaper business, for reasons of cost (drastic reduction in the size of the editorial offices), an increasing trend towards syndication in regional daily newspapers can be observed (see cover ). This also applies to the exchange of content between the daily newspapers of a publisher from different regions, for example those of the publishing house M. DuMont Schauberg and the cooperation between the Berliner Zeitung and the Frankfurter Rundschau . This system brings with it the risk of leveling the newspaper landscape and impoverishing diversity of opinion.


On the Internet , content syndication is understood to mean the connection of content from different websites . Content syndication is particularly interesting for websites that want to add business and industry-relevant information to their offerings, such as stock prices, current news, but also specially selected content from other websites. This may well include the commercial marketing of content.

The user page can thus be upgraded with the latest content and acquire a portal character. The content provider can increase its reach, improve its reputation and possibly even increase its number of hits.

One means of content syndication of dynamic content with a high degree of currency is RSS and XML . The provision of individual articles and contributions is also known as article marketing .

Radio and television

A distinction is made between syndications that only deliver the content but have to be moderated themselves, and completely pre-produced contributions or programs for radio or television. In the case of mere content, editorial content such as news or interviews is delivered either in text form or as the original sound and incorporated into corresponding programs. Posts with more or less subliminal advertising are often provided free of charge.

The second type are programs that are completely pre-produced and made available to the radio for free integration into the program or, as is common with Internet radios, for example , are broadcast on a radio and are simultaneously taken over by the broadcasters involved in the syndication. Ideally, such a syndication should offer the possibility of placing individual broadcast elements such as weather, traffic, advertising and jingles.

The assumption of pre-produced elements for the entire period of the day represents an increase. Corresponding providers offer the mostly small regional broadcasters offers, which for example consist of the moderation of a single radio presenter with a fictional name and are broadcast around the clock. Sometimes the music mix is ​​also determined. Jack FM is an example of such a concept .

Another way of taking over content in the radio and television sector is a shell program .

In the United States, syndication has a prominent role, as it denotes the repetition of television series in various networks in the country.

In order for a television series to be syndicated, at least 100 episodes are expected as a guideline in order to be able to present different material to viewers for as long as possible.


  • Silvia Thies: Content interaction relationships on the Internet - design and success . Dissertation, University of Kiel, 2004, ISBN 978-3-8244-0831-3 .

Individual evidence

  1. ^ Syndicate - Duden , u. a. with "amalgamation"; accessed on March 1, 2016
  2. ^ Syndic - Duden , u. a. with “Sachverwalter, Anwalt” and “sýn = together”, accessed on March 1, 2016
  3. syndicate - Duden , u. a. with "summarize", accessed on March 1, 2016
  4. Michael Hanfeld: Four newspapers with one flap . In: FAZ . February 2, 2010 ( - among other things about problems and opportunities of syndication in daily newspapers).