With many magazine publishers struggling to offset ad revenue declines, reprints and content licensing have become even more important to the bottom line. Making them even more attractive is that generating revenue in this area can take very little time or financial investment. In some respects, it's viewed as free money.
PARS International Corp.
Publishers are developing online content fast. They’re also looking for ways to build new revenue from e-prints (electronic reprints) and licensing the rights to online content. “They’re realizing the growing need to service their reprint and permission customers directly off the Web,” says Dan Fineberg, director of marketing at Reprint Management Services, a reprint marketer and fulfillment manager in Lancaster, Pa. “Simply tagging online content isn’t enough to generate substantial reuse revenue.” With many options out there for services and solutions to help you maximize your reprints and content-licensing revenue, how do you find the best partner for this part of your business?
One can only speculate when and what the Eureka! moment was for the publisher who first discovered additional revenue could be made by selling article reprints to those individuals and companies featured positively within the column walls. As for when a potential conflict of interest was realized, this too is a source of speculation. But as a result of the overarching conflict between editorial integrity and the opportunity to generate ancillary revenue, an industry of third party magazine reprint specialists was spawned. Among larger firms such as PARS, FosteReprints and Reprint Management Services (RMS), are myriad independent contractors intent upon encouraging publishers to outsource
Publishers offer experiential evidence regarding the lucrative value of reprints and e-prints. One of the main functions of an article is to provoke a reader to, in fact, read. What better affirmation for a publication than to know that not only has a magazine been effective in communicating once, but that an encore could be waiting in the wings? Therefore, selling a reprint is much like selling the same ticket to the performance hundreds—even thousands of times—according to some top industry professionals. "The best thing that can happen to a company," says Chuck Naughton, director of publisher services, Reprint Services, St. Paul, MN, "is
ROI for Editorial Content: A thriving reprints market offers additional revenue potential to magazine publishers. There is no denying that a publisher can financially benefit from selling reprints of its editorial content. However, to establish a lucrative, systematic business plan for reprints requires a great deal of commitment. A number of factors contribute to the success of your publication's reprint program, including how sales are transacted and how the reprints are actually manufactured. But first, we should establish why reprints are so important to the publication market. Why reprints? Reprints come in a variety of shapes, sizes and formats. In the traditional scenario,
Reprints suppliers, determined not to be left out of the technological frenzy, ponder new solutions for developing innovative programs. The goal of a reprints supplier is essentially the goal shared by most print manufacturers—to produce an affordable, high-quality piece in a short span of time. Reprints vendors share something else in common with the print production industry—a keen interest in new technologies that promise to make the reprints industry even more lucrative in years to come. Who's doing what? The capabilities and services of reprints vendors run the gamut. Some offer consulting services to help publishers launch in-ternal reprints divisions, some provide marketing services and others focus