Magazine article Folio: the Magazine for Magazine Management

Bring Reprint Sales-And Profits-in-House. (Ancillary Profits)

Magazine article Folio: the Magazine for Magazine Management

Bring Reprint Sales-And Profits-in-House. (Ancillary Profits)

Article excerpt

Last December, an article in Registered Representative rating brokerage firms was such a hit with one company covered that it ordered 200,000 copies from the title's reprint provider and licensed the story for use on its Web site. The total sales value of the reprint package was an astounding $1 01,445, with about $50,000 of that going back to the magazine. Pocketing half the profit was no small windfall, but Registered Representative could have collected the full amount--if only it had established an in-house system to sell its own reprints.

Although many publishers choose to outsource this ancillary revenue stream, managing reprints in-house is not as difficult as it may seem. "If [publishers] really want to keep reprints internal, the first thing to do is streamline the process and give the staff the opportunity to do as many sales as possible," says Corey Johnson, president of Reprint Services. This means separating the researching, or the lead-finding, process from the sales process--a move that gives the sales staff more opportunities to sell. …

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