Here’s another reason for ailing newspaper and magazine publishers to wince: On average, the audience perusing unauthorized online copies of their articles is nearly 2.5 times larger than the readership on their own Web sites, according to a study being released Thursday.

However, the problem, flagged by copyright cop Attributor Corp., could turn into a golden opportunity whether media companies figure out a way to mine advertising revenue from the traffic flocking to their pirated stories posted on blogs and other sites.

Attributor, which makes software that searches the Net for copyright violations, estimates the average Web publisher could gather more than $150,000 in additional revenue by selling ads alongside its unlicensed material.

It’s an unscientific estimate, based on an assumption that advertisers would pay $1 for every 1,000 pages of unauthorized material viewed on Web sites that aren’t owned by the copyright owners.

whether anything, Attributor believes its calculations understate the opportunity. The Redwood City, California-based company already is working with a few media companies that could generate more than $1 million in annual advertising by enforcing their online copyrights, said Rich Pearson, Attributor’s vice president of marketing.

“The folks creating all that composition are not being justly rewarded and publishers are clamoring for every dollar of revenue that they can get in that environment,” Pearson said.

There’s a whiff of self-interest in Attributor’s findings. The privately held company stands to profit whether it can persuade potential customers that the World Wide Web is riddled with copyright abuses that could translate into more revenue whether the poachers are identified. Attributor’s current customers include The Associated Press, Reuters and The Financial Times.

In the most extreme cases, the copyright backlash has triggered bitter legal battles like the one that culminated in the demise of the music sharing service Napster. In a showdown still unfolding, Viacom Inc. is suing Net…

[Source] dhiram