BtoB Media Business - September 2011 - (Page 11)

SPECIAL REPORT Reprint services diversify Demand for electronic distribution innovations like social media reprints has created new revenue streams— and challenges By Charlotte Woolard said John Yates, senior director of Dow Jones Reprint Solutions. His division, which handles reprint services for publications such as The Wall Street Journal and Barron’s, relaunched its website earlier this year. The new Web property boasts a self-serve e-commerce function and allows the sales team to promote content with strong reprint potential. “It also helps our outbound sales agents have a landing place, a visual during the sales process,” Yates said. Reprint demand within the company’s brands is fragmented, Yates said. “Barron’s is doing very well.” The Journal’s reprint business is shrinking, largely due to a shift in its editorial focus, he said. Social media Dow Jones will go after new digital revenue with the debut of a social media reprint service this month, Yates said. Marketers will be able to order customized HTML reprints that feature a social media rack, or tool bar, at the top. Clicking on the icon for such popular sites as Facebook or Twitter will generate a prepared social media post customized to match the format of the target site and propel the viral spread of the reprint. The company soft-launched the service last month and will be marketing the development via house ads. The product initially will mirror the cost of a Web reprint and will be bundled with Web and print reprint sales, Yates said, though the company may change the pricing structure once marketers learn more about how it performs. “We need to see if some of the marketing people reach a higher level of sophistication with social media,” he said. T he same digital shift that is driving the evolution of publishing as a whole is also remaking the reprints business. Corporate marketers interested in maximizing the impact of good press may still be buying traditional plaques and stacks of paper reprints, but they are also requesting custom electronic files to fuel email and social media campaigns, strengthen their own Web offerings and otherwise amplify their association with reputable media brands. “It’s not just putting an article on a board and laminating it,” said Sheila Rice, VP-business development and licensing at Northstar Travel Media. Less than two years ago, the company partnered with a third-party vendor to help formalize a reprints business that was fragmented among the company’s various publications. “Each publication had its own relationship, and content was even given away for free,” Rice said. “This is a new revenue stream for us. It’s small in comparison to my licensing business, but it is new revenue.” printed products like posters and counter cards. The company recently added reprint landing pages to its brand websites, which include Travelweekly.com. It’s too early to know the results of the initiative, Rice said, but the pages have captured leads and facilitated sales. “This year we’re in the process of implementing a reprint tag for every article online so readers will have a seamless way to order the reprints,” she said. “It takes all of the heavy lifting from Northstar.” Such advances in e-commerce capabilities have helped extend the sales efforts of publishing companies and the thirdparty vendors, which often handle reprint requests on their behalf. “We leverage technology to help us,” Digital pricing Reprints administrators across the board spoke of the need to reinforce the value of digital products. “Our product line has evolved,” said Syndia TorresPeña, director of reprints and permissions at ALM, publisher of American Lawyer, where about 70% of the products sold in the first half of the year were digital compared with 51% in the year-earlier period. “There is an assumption that digital is cheaper.” Her sales team uses a rate-balancing model that takes into account every E-commerce Northstar now offers digital reprint services and video licenses in addition to mediabusinessonline.com | September 2011 | Media Business | 11 http://www.Travelweekly.com http://www.mediabusinessonline.com

Table of Contents for the Digital Edition of BtoB Media Business - September 2011

BtoB Media Business - September 2011
Table of Contents
Outsell report bodes well for b-to-b media
Companies plan for growth amid economic uncertainty
Dealmaking picks up, raising hopes of a comeback
Sales & Marketing
Events
Audience Development
Production
People
Benchmarks
How SourceMedia transformed its operations

BtoB Media Business - September 2011

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