The Reprint Evolution
He says the company is aware of the use of the material and that sites are policed frequently to make sure the licensing agreement that is signed, has been upheld.
Kolb explains that an e-print can be sold as a standalone—usually at a cost of between $1,100 and $1,400 for Wright’s customers for a one-time-use PDF and then, for an additional fee, it can be “unlocked.” The reprint can then either be printed at a per-print cost, or a flat rate can be paid for a specified number of print reprints. He says that even though the cost per unlocked print could be as little as 8 cents, the opportunity comes in selling a flat-rate licensing for printing a reprint up to a few hundred at a time.
“It’s important for publishers to realize that their content has value,” Kolb says. “This is evident in the fact that the advertisers want to use it. If it weren’t valuable, why would they repurpose content in the form of reprints or post it to their Web site? Publishers also should realize [the] need to be flexible.”
Michael Biggerstaff, president of Reprint Management Service (RMS), says reprint companies have to be constantly monitoring prices and their effectiveness in each market they serve, but that in the end, pricing is much less a factor in reprint purchases now than it ever was.
“You must remember that reprints are not a commodity and aren’t driven by the movements of pricing,” Biggerstaff says. “If you reduce reprint prices 25 percent [hoping] to get a 40 percent bump in sales, it won’t happen. People don’t buy reprints because of their price. They buy them based on their need for the product and their belief that it will help them advance a marketing or sales effort,” he says. “Just as some magazines charge $5,000 for an ad and others charge $20,000 for an ad, they are driven by the quality of the brand and what it is worth to the buyer.”