The Value of Evergreen Content

telemarks-guide-to-dogsContent-based websites and products are rarely glamorous, and are often disparaged by investors and developers. But there is a huge, overlooked advantage of content-based products...  they retain their value for a long, long time.

I was a co-developer of Telemark's Guide to Dogs, which was released on CD-ROM in 1995. The disk contained all sorts of information about dog activities, profiles and photos of 168 AKC-recognized dog breeds, and a "dog breed selector" that helped users to find the ideal dog breeds for their lifestyles and preferences.

The product was originally self-published. It was later licensed to The Learning Company, where it sold over 45,000 copies and won a National Educational Media Network Silver Apple Award in 1997.

When the CD-ROM market began to die, the dog breed selector and profiles were licensed to the IAMs pet food company for use on their website, iams.com. In addition to paying license fees for the product, IAMs paid for regular updates, as the AKC added new breeds and modified breed standards. (In 2017, IAMs changed their branding strategy, and did not renew the license.)

The Dog Breed Selector, Dog Breed Comparer, and over 200 dog profiles and photos are now hosted on an ad-supported website, dogspotters.com. The extensive content has high SEO value.

The products and content are available for purchase or licensing.

In short, an information content product has generated revenue for 22 years, and still has value. There are very, very few technology products and businesses that can make the same claim.