If They Can, We Can Too
Reprints suppliers, determined not to be left out of the technological frenzy, ponder new solutions for developing innovative programs.
The goal of a reprints supplier is essentially the goal shared by most print manufacturers—to produce an affordable, high-quality piece in a short span of time. Reprints vendors share something else in common with the print production industry—a keen interest in new technologies that promise to make the reprints industry even more lucrative in years to come.
Who's doing what?
The capabilities and services of reprints vendors run the gamut. Some offer consulting services to help publishers launch in-ternal reprints divisions, some provide marketing services and others focus on the manufacturing side. No matter what type of service a publisher needs, there is a reprint vendor that can do the job.
Publishers Custom Reprints, The Woodlands, TX, for example, offers both marketing and non-marketing programs and full-service printing, but limits design offerings.
Diane Goff Yupatoff, sales representative for Sheridan Reprints, based in Hanover, PA, says that her company—which specializes primarily in black-and-white journal-related reprints—offers consulting services for publishers with in-house marketing programs and handles manufacturing and billing.
Yet another option for publishers is a full-service vendor. In 1990, Reprint Management Services (RMS), Lancaster, PA—the nation's largest marketer of reprints for publishers—pioneered the concept of reprint services as a profit center for magazine publishers. RMS offers marketing and production services to publishers, and partners with a number of printers for manufacturing. While RMS initially works with the publisher to define guidelines for reprint projects, publishers' involvement from that point on is limited—they need only collect a check at the project's completion.
Cynthia Osborne-McKean, principal, PARS International, New York City, explains her company's role in the market: "Publishers outsource their reprints programs to us entirely. We proactively market each article, and … we traffic and produce the order from the beginning to the end." PARS provides a range of design services based on standardized formats and publishers' guidelines.