BtoB Media Business - September 2011 - (Page 12)

SPECIAL REPORT distribution channel a client plans for a Our goal is to try to get [marketers] to or- Automated licensing digital reprint. “We’re trying to garner der both [print and electronic] products.” the highest price point, even as sales are The company wants to boost print Digital initiatives also advance the sales migrating,” she said. sales, a goal that has been supported by process. Point-of-content licensing tools, The company has implemented a con- marketers’ interest in scannable QR popularized by companies such as Rightssultative sales process, she said, building codes, Gilbert said. Readers use smart- Link and iCopyright, automate simple $2.5 million in outbound-only sales rev- phones to scan the codes printed on mar- reprint purchases. Moreover, for compaenue by working with marketers not only keting collateral, then link to a specific nies like ALM that have an in-house sales to explore the best product matches for mobile Web page. team, the tools provide leads for more comtheir needs but also to ensure that they Like ALM, SourceMedia also is step- plex transactions, Torres-Peña said. understand the parameters of the licenses ping up enforcement. Point-of-content licensing vendors are they are buying. “We’re trying to implement a Web se- introducing new elements this year. “We’re being much ICopyright has developed more [attentive] to the letter service plug-ins for the most of copyright law,” Torrespopular content managePeña said. “We’re being as ment systems, allowing specific as we can be to genpublishers to immediately erate ancillary revenue.” deploy its tools. Marketers that use materThis fall RightsLink, a ial illegally are approached— Howard Gilbert, senior director-e-licensing and reprint services, SourceMedia unit of parent Copyright not as villains, but as sales leads, she said. curity product that gives us more control Clearance Center, will roll out a licensing And as licenses expire, the ALM reprint over distribution,” Gilbert said. “We tool that can be integrated into mobile sales force circles back to marketers to in- think there is a strong opportunity there apps, allowing media companies to use quire about renewals—now one of the to maximize our revenue.” the service as they push into new publishbiggest growth areas in the company’s Demand for e-prints, social media and ing platforms. The company is also adreprint services division, Torres-Peña said. mobile functionalities, and video licenses vancing a consortium model that could SourceMedia faces similar pricing will push up the price of digital reprint help smaller media businesses overcome challenges in the financial services mar- services as marketers learn to maximize the barrier to entry for its service, said ket. About 60% of its reprint business is the reach of the new tools, said Kelly Win- Miles McNamee, VP-licensing and busidigital. “We train ourselves to take a con- kler, VP-content management, editorial ness development for CCC. “Large clients sultative approach,” said Howard Gilbert, and event services at YGS Group, a third- are already customers,” he said. “We need senior director-e-licensing and reprint ser- party reprint services vendor. “The price to take this product to a midlevel offering vices. “We’ve worked with our pricing to will go up because digital is doing more,” and do a consortium play in some intry to drive revenue on the electronic side. she said. stances.” “We’ve worked with our pricing to try to drive revenue on the electronic side. Our goal is to try to get [marketers] to order both [print and electronic] products.” Reprint vendors at a glance Vendor Cenveo Publisher Services Foster Printing Service Location Reston, Va. URL Phone Key customers Reed Elsevier, Wolters Kluwer, John Wiley & Sons, 1105 Media Penton Media, Advanstar Communications, Source Media, Ziff Davis New York Times Co., Time Inc., Summit Business Media Red 7 Media, Magazine Publishers of America American City Business Journals, Condé Nast, USA Today Sheridan Press Crain Communications Inc., Hanley Wood, International Data Group, McGraw-Hill Cos., Reed Business Information Forbes Media, Source Interlink, U.S. News & World Report, Bonnier Corp., UBM www.cenveo.com (703) 519-8300 (800) 382-0808 Michigan City, Ind. www.foster printing.com www.mag reprints.com PARS International New York Corp. Schmidt Scoop ReprintSource Sheridan Reprints The YGS Group Byron, Minn. San Juan Capistrano, Calif. Hanover, Pa. York, Pa. (212) 221-9595 www.schmidt.com (507) 775-6400 www.scoop (800) 767-3263 reprintsource.com www.sheridan reprints.com www.theygs group.com (800) 352-2210 (800) 501-9571 Wright’s Media The Woodlands, Texas www.wrights media.com (877) 652-5295 12 | Media Business | September 2011 | mediabusinessonline.com http://www.cenveo.com http://www.fosterprinting.com http://www.fosterprinting.com http://www.magreprints.com http://www.magreprints.com http://www.schmidt.com http://www.scoopreprintsource.com http://www.scoopreprintsource.com http://www.sheridanreprints.com http://www.sheridanreprints.com http://www.theygsgroup.com http://www.theygsgroup.com http://www.wrightsmedia.com http://www.wrightsmedia.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