13 Tips for Increasing Revenue Through Reprints and Content Licensing
Kolb explains that an e-print can be sold as a stand-alone, one-time-use PDF and, for an additional fee, can be unlocked. The reprint can then be printed at a per-print cost, or a flat rate can be paid for a specified number of print reprints.
4. Consider using a third-party reprint services provider. Many providers do not charge a fee for their services, and instead receive a commission on sales.
Determining the Price of Your Reprints
5. Evaluate your content’s value to the end-user. “If someone wants to purchase a reprint [for marketing purposes], … how does that cost relate to their other options for marketing, whether it’s taking an ad out in the magazine or attending an industry trade show,” says Fineberg. “Companies need to consider the value as well as the reach they can obtain from any marketing activity; reprints are an important part of the mix. Companies see the value in receiving positive editorial; likewise, they should look to extend that value through reuse.”
6. Know your brand’s value in the marketplace. “[For example,] US News and Forbes may have a higher value than Tube or Pipe Journal,” says Jeannie Martin, manager of reprint marketing, Michigan City, Ind.-based FosteReprints.
7. Re-evaluate your pricing every year or so. “If a publication we’re working with becomes stronger and more prominent and more valuable in the industry, then the value of their editorial is going to be worth more to people in the industry,” says Fineberg.
Martin advises publishers to consider whether reprint sales are growing or slumping, and to test pricing structures.
Protecting––and Profiting from––Your Content Through Licensing
8. Every article posted online should be available for instant licensing. “If there is no mechanism [available online to license an article], human nature being what it is, users will simply cut, copy and paste the content,” says Mike O’Donnell, CEO of Seattle, Wash.-based iCopyright.