If They Can, We Can Too
At Publishers Customer Reprints, "our runs are too short," says Wright. "It would be too costly for us to consider (CTP). … When you're talking about a reprint, the average run for us is 2,000. The economics of it don't make sense."
According to Steve Mussman, principal, PARS International, "the most efficient way to produce a reprint is by going—at least at this point—from final film. The film has already been produced by the publisher and if you can reuse that film, you don't have the added expense of going back and reproducing more film."
While PARS rules out CTP at this stage of the game, Osborne-McKean has found another way of saving money. "We have found that printers are moving toward using web presses, rather than sheetfed, for runs above 25,000 now, which is very helpful. It used to be almost strictly for runs over 100,000, but we're now able to do four-page units of 25,000 on a web press," she calculates.
To generate larger orders that qualify for a web press, Osborne-McKean and Mussman encourage clients to look at the big picture. "What we try to do on the client end is coordinate more internally with different departments at the buyer's company," explains Osborne-McKean. "We try to explain to them that it's more cost-effective to order as much as they think they'll need in one order, as opposed to ordering smaller, separate runs. Therefore, the quantities are averaging higher now, and that brings the web more into play."
Vendors adding value
As technology evolves, it allows reprints vendors to create collateral services that expand publishers' revenue potential. According to Wright, the most recent project at Publishers Custom Reprints is its "E-Prints" program. Clients wishing to purchase a reprint pay the publisher for a link from their own Web pages to an in-plant server at the vendor's shop, where the electronic reprint resides. As Wright explains, "They pay for a link, and we store it and monitor it."