Publishers offer experiential evidence regarding the lucrative value
of reprints and e-prints.
One of the main functions of an article is to provoke a reader to, in fact, read. What better affirmation for a publication than to know that not only has a magazine been effective in communicating once, but that an encore could be waiting in the wings? Therefore, selling a reprint is much like selling the same ticket to the performance hundreds—even thousands of times—according to some top industry professionals.
"The best thing that can happen to a company," says Chuck Naughton, director of publisher services, Reprint Services, St. Paul, MN, "is to be praised by someone else."
Marrying customer with content equates to added value for all parties, including publishers, the reprint buyer and the person who will actually receive the reprint in final form, points out Richard Wright, general manager, Publishers Custom Reprints, The Woodlands, TX. "Reprints are an added bonus," Wright explains, "because the magazine's already been printed; the article's already been written. … It's [bonus] revenue." Do publishers agree with Wright's assessment?
At San Francisco-based Miller Freeman, Vicky Brewster prides herself on managing the Commercial Design Network for the publisher's most popularly reprinted magazines. Brewster says that while Architectural Lighting's content, for instance, chronicles the industry's state-of-the-art designs, reprints are also ageless vehicles of communication, no matter how timely the content.
According to Brewster, however, many publishers are blind to the potential revenues generated by reprint sales: "Believe it or not, there are still a lot of people who don't know [the value of] reprints."
Making a good fit
Principal Steve Mussman and Cynthia Osborne of PARS International, New York City, developed their firm to service the magazine reprint market. Working closely with publishers, PARS International implements marketing strategies for reprint programs and outsources printing and finishing to third-party vendors.