Foster Printing Service (formerly FosteReprints) has been around the block once or twice when it comes to reprints. We’ve just about seen it, heard it or done it when repurposing content. In fact, not too long ago I was listening to a story from one of the owners at Foster explain how reprints weren’t called reprints way back when. Most customers were calling them FosteReprints because Foster basically invented the industry. I have to admit, it kind of made my day!
So…. with all that history and knowledge in mind we put our heads together and realized that the most successful reprint programs we have seen share many common traits, and we thought we’d share these with you. You may be doing some of these, you may be doing none of these, and with some items you may see them as not being beneficial to your program. We get it! We just hope you get something out of the information, and hopefully more revenue from your reprint program!
Make it Easy! Let potential customers know what to do and where to go.
• Include reprint contact information in the masthead of the printed magazine.
• Include reprint contact information on the contact page of your website.
• Have a reprint button on every online article linking to a reprint landing page.
• List reprint contact information at the end of every article in the printed magazine.
• Run house ads. Your reprint provider should supply these to you.
• Run banner ads. Once again, get them from your reprint provider.
• Make sure your ad sales reps know who your reprint provider is so they can provide contact information if asked about reprints. We also like to get to know your ad reps; we enjoy sharing leads with one another!
Make it Hard! (For people to use your content without proper permission that is.)
• Add a copyright stamp or watermark to your online articles, especially if you have pdf’s available to print.
• Many publishers actually lock the pdf’s to print, further protecting the content.
• Include a copyright statement in your masthead about the reuse of your content, and be sure to include how to purchase permissions.
• List in the copyright permission line on the electronic reprints who has permission to distribute the PDF. This deters people from using PDF’s when they have not purchased them.
• Limited time frame pdf’s should include an expiration date printed within the reprint line.
• Make sure you have a policy in place on giving away content, and all employees are clear on this policy. We know there may be some instances where content is given away, but we love it when we get a heads up from our publishers. This way we aren’t bugging that company to purchase, and you’re not getting phone calls asking why we are calling!
• Make full online articles only available to the viewers that register or are subscribers.
Awards Issues: Award yourself with some awesome revenue!
• If you haven’t already make sure you have a distinct award logo the recipients can use to boost their marketing materials, and extend your brand. DO NOT forget to include the year; this helps to make sure repeat winners are returning for the logo.
• Our best advice, do not provide logos free to the winners. There is great revenue in licensing logos. Make sure you’re getting a bunch of it!
• Send out an email notifying the winners and congratulate them, and don’t forget to cc your reprint marketing manager. In the email mention who to contact for back issues, and who to contact in order to license the logo and purchase reprints. This helps cut down on the phone calls to your publication asking for this information, and also reminds the winners how they can use this to their benefit.
• If you have special features and are sending out information packets on how people can submit their entries, be sure to let your reprint provider know. They can print / provide a pdf on how reprints of the special feature can be used and whom to contact.
Contributing Authors: They can and will be big buyers of reprints!
• “I wrote the article, how come I have to pay for reprints?” As reprint providers we hear this every now and then (can you hear the sarcasm?). When explained properly, patiently, and intelligently most authors will understand why they need to purchase the rights to be associated with your brand, and will see the value in doing so. Below is a list of points that can be explained when dealing with authors.
1. You may use the article as you would like, but you cannot brand the article to the publication unless you purchase the proper license to do so.
2. The publisher works hard to produce the publication, and it is their product. If you think about it, using the brand without paying for it is kind of like going to a store and trying to walk off with one of the products it sells without paying for it. The publication costs money to produce, and it needs to generate revenue.
3. If an author wants to brand his article with the publication obviously he is finding value in the brand. Take that as a compliment, and hold that brand up high! Your brand has value and should be treated as such.
4. Show your authors how much you appreciate their contributions, and that you value them. Work with your reprint provider to establish discounts for the authors. This can help the relationship, make you look good, and spread a little good will.
For more information, comments, or suggestions please contact Kelly Blieden, email@example.com, 1-800-382-0808 ext. 142.