Reprints! Reprints! Reprints!
"In the process of setting up a program …," notes RMS' Biggerstaff, "we start building into our computer system (data) about what publishers will and will not allow. We have some publications that will allow no changes at all, other than reflowing of text when ads are removed. … We have some that won't allow highlighting; some won't allow excerpts. … So, we keep track of that in our system." If an unusual reprint request comes in, RMS' staff peruses the database information specific to the publication. If there is no precedent established, the publisher is always contacted for approval.
Getting the printer involved
In conjunction with custom services, many reprint providers offer additional value-added courtesies. Working with manufacturing facilities in Winnipeg, MB, and Ontario, Canada, Reprint Services is able to establish relationships with domestic and Canadian clientele, allowing jobs to ship across borders without customs or exchange rate hassles.
Relationships between the reprint marketing company and its manufacturing suppliers must also be tried and true.
"We outsource our printing to different printing companies located at various (geographic) points throughout the country," explains Biggerstaff, who himself hails from a commercial printing background.
"Each of our plants has varying degrees of expertise. … Some (printers) handle four-color, but we also have some that handle exclusively black-and-white reprints. We have some that also specialize in runs of 100,000 and above. … We've designed our company to use the printers' strengths in order to provide the best product for our clients and the quickest turnaround," Biggerstaff concludes.
As a not-so-distant relative of the printing and publishing industries, the reprint market is equally subject to technological innovation.
Following the trend in commercial and publication printing, computer-to-plate manufacturing is creeping into the reprint market segment—slowly perhaps, but surely.
"Music is digital; … movies are now digital; … everything is going digital," notes Lance Luehrmann, vice president, ASAP Reprints, Houston.