The Reprint Evolution
The increased prominence of digital content has opened new doors for reprints services. However, questions of how to manage, price and sell these new forms of content delivery arise for those offering reprints.
In fact, the concept of what the reprint industry is today is much different than it was just a year or two ago, says Michelle Wolfe, vice president of sales and marketing for FosteReprints, a veteran business that offers a wide-array of reprint services in-house, including printing and digital e-print creation. The technology to create e-prints, digital files containing the magazine or Web site content has been in existence for several years, Wolfe says, but the recent demand has created the need to brainstorm ways to sell multimedia offerings.
“To survive and to grow, and to be innovative, you have to think differently,” she says. “As a printer, I’ve had to come up with a lot of creative ideas [for] new packages. E-prints have increased tremendously.”
According to Wolfe, 25 percent of the company’s business came from e-prints—mainly in PDF format or a package featuring e-prints—at the end of 2006.
“I don’t really try to refer to this as reprints, but as reuse of content,” she says.
Wolfe says FosteReprints’ roster of publishing customers and their audiences have taken to purchasing digital reproductions of content found in print or online to repurpose, but often still purchase the hardcopy products with it.
By creating deals for those who will buy both print and digital, the company keeps their print sales active, she says, while providing the incentive for those who have not previously purchased a digital reprint to do so.
GETTING THE CONTENT OUT THERE
“I think the short answer is that [the reprint industry] has to be changing,” says Brian Kolb, a sales manager with Wright’s Reprints. “We’re always having to be innovative in our approach of what the client or end user is looking for.”