13 Tips for Increasing Revenue Through Reprints and Content Licensing
“The mechanism to license needs to be present at the user’s point of contact with the content,” O’Donnell continues. “If the mechanism is present, most users will do the right thing and use it. Publishing content with no mechanism to license it instantly is like having a store with no cash register and no way to accept payment.”
9. A customer should be able to obtain a digital license as quickly and easily as possible. “Most people … are ‘hot’ to buy upon reading the piece. Don’t expect them to call or suffer a long … waiting period. They will either ‘take it’ without permission, or find a similar piece for reuse from another publisher,” says O’Donnell.
“You can really improve your customer service, too. Faster, higher quality responsiveness can’t be anything but good,” adds Woody Johnson, vice president, publisher products, for Danvers, Mass.-based Copyright Clearance Center.
10. The more reuse options a user has, the higher the probability that the user will buy. “People like to have choices. Publishers should offer a wide variety of reuse options. … Not every user has the budget to afford $5,000 custom color reprints, but many will pay $50 to $500 for black-and-white photocopies,” says O’Donnell.
11. Free uses drive sales. O’Donnell advises publishers to offer a limited number of free uses, such as the ability to e-mail, print or save the article for free, in limited quantities and accompanied by ads. “If users want [larger] quantities, with no ads, they should be able to ‘upgrade’ to paid licenses,” he says. “Many publishers include a link to e-mail, print and save articles, but fail to communicate their copyrights and limits to the reuse. They unknowingly grant users an implied license to do whatever they want with the content. If publishers include these links, they should expressly communicate their copyrights. They should state a limit, such as no more than 10 e-mails or 10 copies.”