The Reprint Evolution
As recently as three or four years ago, the reprint business was an order-taking business, Kolb reminisces. Today, however, the sales team has to be more proactive, he says.
“We have to be more probing in terms of [determining] what is the need, what is the intended use,” he says. “It’s about trying to get the publishers name and content out there.”
Even though print reprints are still the “bread and butter” in terms of sales for many companies, a variety of new options are now available to potential customers. With digital reprints starting to take center stage, determining a prime price for e-prints and what restrictions should be on usage is also something that has to be worked out.
Managing the permission-end of content usage is becoming a much larger part of the reprint-services job description. With the ability to be reproduced in digital form, content has the ability to be distributed to a much larger audience when it’s posted on a Web site or e-mailed, whereas print quantities are finite. Reprint professionals now need to create ways to offer and manage the digital reprint content. Reprint services are moving away from the unlocked PDFs of the past, and are now switching to licensing deals, that restrict the amount of times a PDF can be posted, distributed and copied.
Kolb says he will work with a customer to figure out what exactly the intended use of a digital reprint will be, what will be contained in the PDF, and on how many URLs the content will appear. The option exists to pay for domain-wide use for a company.
The price varies from title to title, but could start as little as $500 and range up to $6,000, according to Kolb.
“The main variable is the end use—what’s the end user trying to bring in, in terms of revenue,” he says.