Tips for Selling More Reprints
Is your reprints program just not cutting the mustard? You're not alone. Many publishers struggle with maximizing this area of their businesses.
But you can take some immediate steps to turn your reprint program into a profit center.
The first thing that Reprint Management Services (RMS), a company that helps publishers boost reprint sales, does when a publisher comes to them for help is to look at the publisher's print and online content to gauge where the publisher is now compared to where they could be with reprint sales, says Michael Biggerstaff, president of RMS.
One way RMS does this is by comparing the publisher's content to other magazines that are somewhat similar. While RMS can use other clients and their experience for comparison, publishers who handle reprints in-house can call on their peers to get an idea of some other publications' reprint sales. Then, whether your reprints sales are on par with other publishers' or not, for companies that want to turn their reprint program into a bigger revenue center, a good first step is to make sure that you're not making any of the most common mistakes.
"One of the key mistakes some publishers make is that the person they have handling reprint sales is an entry-level person," says Biggerstaff. "If someone does well, they promote them to ad sales; if they don't do well, they stay in reprint sales."
This approach prevents reprint sales from reaching their full revenue potential.
Another mistake is that companies don't do outbound sales, he says, another necessary element in getting the most out of reprint sales potential. Richard Wright, vice president of Wright's Reprints, says that he sees publishers' downfall in the reprints area as mostly an issue of time. "They just don't have the time to do reprints proactively," he explains.