Reprints! Reprints! Reprints!
Collateral reprint materials, such as those offered through St. Paul, MN-based Reprint Services' Reprint Additions program, extend revenue potential for publishers, as well. "We don't think of ourselves as simply reprint specialists," explains Corey Johnson, Reprint Services' vice president and general manager, "we offer marketing solutions."
Reprint Services' Reprint Additions program offers personalized items, such as coffee mugs and tote bags, each carrying the third-party endorsement inherent in traditional magazine reprints. Scoop! Media Services, Irvine, CA, also offers ancillary services, such as custom framing of its black-and-white and four-color reprints.
To outsource or not? That is the question
For the publisher, the first step to take down the path of reprint revenue is to determine whether or not the sales and marketing of its reprints will be handled in house or outsourced to one of the organizations that offer these services.
In many cases (yes, it's true), size matters. Larger publishers are more apt to invest in establishing an internal reprints program, because they are more often able to afford dedicated staff to handle reprints exclusively. According to PARS' Mussman, the sale of reprints requires not only a dedicated staff, but also a certain level of expertise.
Reprinting often becomes a back-burner issue for many publishers, Mussman asserts, and many make the fatal mistake of designating the sales program to an individual who lacks sales training, perhaps someone from editorial or production.
By allowing a re-prints organization to take over the management of a publication's program, the burden is lifted from the publisher's shoulders. A full-service reprint company (offering marketing programs and manufacturing) steps in and works with the publisher initially to develop a systematic approach as to how its reprints will be sold and produced. After the relationship and the parameters are established, the publisher is able to step out of the picture completely and simply collect dividend checks.