Squeeze More Revenue Out of Your Content
Publishers are developing online content fast. They’re also looking for ways to build new revenue from e-prints (electronic reprints) and licensing the rights to online content.
“They’re realizing the growing need to service their reprint and permission customers directly off the Web,” says Dan Fineberg, director of marketing at Reprint Management Services, a reprint marketer and fulfillment manager in Lancaster, Pa. “Simply tagging online content isn’t enough to generate substantial reuse revenue.”
With many options out there for services and solutions to help you maximize your reprints and content-licensing revenue, how do you find the best partner for this part of your business?
Fineberg suggests that the most important factor in a reprint/licensing program is the human element. “Sure, other companies promote automated programs, but we’ve learned that a customer looking to reuse copyrighted content really appreciates the personal interaction and assurance that comes along with the sale,” he says. “Copyright liability is very strict, even more reason for a personal exchange with the customer, so they know they’re not misusing copyrighted material.”
In fact, a number of solutions providers see this as an important selling feature as well, as they promote their personal customer service on their Web sites.
The company’s experience is also important to consider.
“[It’s important to look at the company’s] industry knowledge and experience, in both the industry that the publication represents and licensing, not just reprints,” says Richard Wright, co-founder of Wrights Reprints, a full-service reprints provider in The Woodlands, Texas. “Consider the provider’s ability to structure deals according to the end use and need.”
While industry expertise is always a cornerstone, publishers also should be shopping for a true partner.
“Publishing executives should first and foremost look for a company with expertise and familiarity in their market segment (business and finance, real estate, healthcare, etc.),” says Andy Speter, vice president of PARS International Corp., a full-service ancillary-revenue-producing, outbound marketing firm in New York. “They should then look for an organization that will be a true marketing partner and not just a vendor. Long-standing client relationships with a proven history of performance are good indicators to look for. Financial stability, low management and employee turnover and an ongoing commitment to innovation and investment in the company, products and services are all essential elements of a good provider.”
- Advanstar Communications
- Canon U.S.A. Inc.
- Copyright Clearance Center
- Financial Times
- Hachette Filipacchi Media
- Journal Publishing
- Nature Publishing Group
- Nielsen Media Research
- Oxford University Press
- PARS International Corp.
- Red Rover Reprint Services
- Reprint Management Services
- Scoop ReprintSource
- Sheridan Reprints
- Tech Target
- The Associated Press
- Time Inc.
- Ziff Davis Media