Reaping Additional Revenue with Reprints
"The use of 'third party' endorsements of products and services is a major marketing opportunity for any company," concurs Elliot Thostesen, vice president of sales and marketing for FosteReprints (www.fostereprints.com). "Content with positive mentions or reviews, ranking lists and or content with strong educational elements are great opportunities for reprint sales." In addition to being a full-service firm, FosteReprints also provides printing services to publishers who retain stewardship of reprint sales in-house. Thostesen explains Foster's capabilities: "We run software applications from QuarkXPress, InDesign, Photoshop, Illustrator to Microsoft Word and Publisher. We can support press runs of one to 1,000,000. We average between 60 and 80 jobs per day through prepress, print and distribution."
In an effort to enhance the experience of its clients, Reprint Management Services launched reprintbuyer.com a little over one year ago. "The Web site has increased customer sales considerably; it is geared towards regular reprint buyers," says company president Michael Biggerstaff. The Web site includes information for first-time clients, an overview of services and strategies to best utilize reprints as marketing tools. Biggerstaff explains to potential clients that reprints are powerful sales tools in that they:
• present objective, third party endorsements that customers
remember and act upon.
• fully engage the audience. The brand is seen, recognized
and packaged with compelling words and dynamic color.
• extend brands and add credibility to products, companies
Biggerstaff notes that an increase in subscription sales is also an indirect benefit to publishers. "A lot of times, people may not know a magazine exists. After seeing a reprint, subscriptions can increase because they become aware of a title through its reprint distribution," he says.
The nature of the reprint business embodies the notion that imitation is indeed the sincerest form of flattery. That is, after one firm devises a creative idea to boost a client's reprint sales, the idea does not remain unique to them for very long. (As one can imagine, reprint firms were none to excited to share many ideas with the author of this article). Osborne-McKean allows that there is a lot of similarity among product offerings and "90 percent of our reprints are custom jobs—putting banners on covers, reflowing, creating ads to incorporate into reprints, highlighting, excerpting (if allowed) and developing custom covers." But at the same time, PARS saw success in the first quarter of this year when it started translating into different languages. "This hasn't come by requests but by us offering. And clients have been responding," she reports.