107 | UK Enterprise Awards 2022 Founded in 2003, Total Licensing Ltd publishes trade magazines for the licensing industry. The company maintains its worldwide presence by attending trade shows across the globe. With magazines published in both digital and print format, Total Licensing has a readership of over 85,000 spread across 111 countries. We speak to the company’s Editorial Director, Rebecca Ash, to find out more. When co-publishers, Francesca Ash and Jerry Wooldridge founded Total Licensing Ltd, the pair brought with them over 40 years of combined experience in the licensing industry. Almost 20 years later, the company, based near Tunbridge Wells, Kent, has maintained its place at the forefront of this growing industry. Total Licensing publications are distributed and promoted in North America, Europe, Asia, Australasia and Latin America. The company’s flagship magazine, Total Licensing, is published quarterly. It provides detailed industry insight and features developments in key licensing marketing sectors including entertainment, sports and celebrity. Total Licensing currently publishes a further three licensing magazines, Total Brand Licensing is a unique offering aimed at the brand licensing sector. Designed to highlight opportunities for trademark owners through licensing programs and brand extensions, the publication also carries regular opinion pieces from industry experts. Through collaboration with its partner, The Australian Toy Association, Total Licensing distributes Total Licensing Australia to retailers, buyers, and manufacturers as well as key operatives in the licensing industry. Total Licensing China is the only magazine of its kind for the Chinese market. It is published in both English and Mandarin. By doing so, Total Licensing can reach a wider audience to help spread its knowledge and information. It provides up-to-date global news via its website and administers an interactive industry directory. In this ever-changing industry having a global outlook, and the ability to recognise and evolve with changes and trends is vital. We ask its Editorial Director, Rebecca Ash, about the evolution of the licensing industry. She tells us, “It has changed a lot over the last few years. We’ve seen a shift heralded by new ways of watching content. For example, when a blockbuster movie was released, merchandise would often follow. As we stream more and more content, brands often come from YouTube and social media. This means licensing deals are Apr22431 Best International Licensing Trade News Publication 2022 different. We’re seeing big changes in retail as e-commerce and experiential retail grow too.” Although Total Licensing delivers much of its content online, there’s still a demand for printed magazines. Rebecca explains, “We’ve adapted to do both. We ensure all our publications are both digital and in print and we put out content on our website daily, often hourly.” For the small, close-knit team at Total Licensing, communication is key: “Between us, we have many decades of experience in all areas of the licensing industry. This includes publishing, sales, finance and business development. We work very well together using our individual skill-sets,” Rebecca enthuses. With its office only one hour from London, Total Licensing is well placed for travel. And that’s just as well as the company endeavours to attend all the global trade shows and supports its media partners at their own events. Going forward, Rebecca says, “We‘re excited about the future. Our industry changes rapidly, so we try to stay nimble. As the world opens up again, we look forward to seeing many clients face to face for the first time in over two years. The licensing industry, although vast, is also a very friendly and personable one. It’s built on relationships that have lasted for decades.” Total Licensing is also looking to further expand its output in areas such as Latin America, China and India and there are no signs of it slowing down as it reaches new locations – and new heights. Contact: Rebecca Ash Company: Total Licensing Web Address: https://www.totallicensing.com/
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