The Reprint Evolution
KEEPING AHEAD OF THE CURVE
For publishers looking for some outside assistance with their reprints sales efforts, Dan Fineberg, director of marketing for RMS, says that price also is not the all-encompassing determining factor in what third-party reprint service to go with. The race to offer customers something different has heated up, and reprints services companies strive to stand out.
“Who’s more innovative? Who’s going to protect [content] more? We have to ask ourselves what separates us, and we have to continuously educate publishers of what customers want,” he says.
Fineberg says offering a “reprint this story” link directly on online stories has offered RMS’ clients an automated process for customers to order a reprint.
Despite the help this direct link provides, reprint sales reps spend just as much time now sifting through original content online as they once did reading through the print edition of magazines. Fineberg suggests having sales reps subscribe to Really Simple Syndication (RSS) feeds to have new content delivered right to them.
“Unless you have the system in place to sift through everything, you’re going to be missing content and contacts and opportunities,” he says.
And at the end of the day, Fineberg says, preparing for the coming changes now will help. “Original content is shifting to the Web,” he says. “Reprint vendors need to get onboard with that.” PE