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IMO.. it should be as fair as possible to both parties. The only way to do that, is to either license to the domain or to the affiliate program.
At that point the original buyer of the content can legally sell the site with out hassles, with the content assuming he doesn't try to re-use the content after he's sold the site.
The content producer should get a "reasonable" fee for transferring the license. No reasonable doesn't mean charging full price for the content or even half the price. It should be just that "reasonable" amount to cover your time and money spent having to update your records or to reissue a licence to the new owner.
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