BtoB Media Business - September 2009 - (Page 14)

FEATURE Reprintsrelyon editorialstrength Helping customers understand the value of content, even online, is the key to the future of reprint sales BY MARIE GRIFFIN lthough the b-to-b reprints business still centers around print, it continues to shift, like the rest of media, toward digital. Only time will tell if reprints will decline in the face of the challenges of monetizing content online or mushroom in new directions as media companies leverage the greater volume and multiple types of content that are distributed via the Internet. A A corporate information consumption study conducted two years ago for the Copyright Clearance Center by Outsell Inc. found that 50% of the respondents— “knowledge workers” who access thirdparty content as part of their jobs— agreed strongly or somewhat with this statement: “As long as I do not use information I find on the Web for commercial purposes, I can share it freely in or outside of my organization.” When someone contacts McGraw-Hill Construction to ask how they can use an editorial mention, “we talk them through their options,” Bonington said. “If they want to link to an article on our Web site, we generally say, ‘Sure.’ We can monetize that traffic. However, if they want to repurpose an article in a newsletter to send out to their customers, we say, ‘Hold on. That’s digital content licensing because you’re reformatting and repurposing.’ ” “We need to get away from the conversations about how digital content should be free,” said Syndia Torres-Peña, director of reprints and permissions for Incisive Media. “Customers ask, ‘Why should I pay for a digital reprint when the story is on your Web site for free and I can just link to it?’ ” “Intellectual property rights and permissions with respect to printed content have been clear and understood for a long time,” said Paul Bonington, VP-media sales for McGraw-Hill Construction, even though “they were not always followed.” For digital reprints, however, “much still needs to be done to educate marketers on the specifics of digital IP rights and permissions, which can be more complicated and can be easily misused or abused.” Business is mixed Paul Miller, CEO of United Business Media’s TechInsights, said, “Our reprints business is flat, almost to the dollar, year over year, which is better performance than print advertising or banner advertising online. Given the recession, it’s robust.” He added that EE Times, TechInsight’s chief Reprint vendors at a glance Vendor Cadmus Communications Foster Printing Service PARS Intl. Corp. Location Stamford, Conn. Michigan City, Ind. New York URL Phone http://cadmus.com (800) 767-3735 www.foster printing.com (800) 382-0808 Key customers Reed Elsevier, Wolters Kluwer, John Wiley & Sons, 1105 Media Penton Media, Advanstar Communications, Source Media, Ziff Davis CFO, New York Times Co., Dow Jones & Co. N/A Red 7 Media, Magazine Publishers of America American City Business Journals, Conde Nast, USA Today The Sheridan Press Forbes.com, Primedia, Nielsen Co., Hachette Filipacchi Media, Wolters Kluwer Crain Communications Inc., Hanley Wood, International Data Group, McGraw-Hill Cos., Reed Business Information Red Rover Reprints Lancaster, Pa. Schmidt Byron, Minn. Scoop Irvine, ReprintSource Calif. Sheridan Reprints Hanover, Pa. Wright’s Reprints The Woodlands, Texas YGS Group York, Pa. www.mag (212) 221-9595 reprints.com www.redrover (800) 960-1195 reprints.com www.schmidt.com (507) 775-6400 www.scoopreprint (800) 767-3263 source.com www.sheridan (800) 352-2210 reprints.com www.wrights (877) 652-5295 reprints.com www.theygs group.com (800) 501-9571 14 | Media Business | September 2009 | mediabusinessonline.com http://cadmus.com http://www.fosterprinting.com http://www.fosterprinting.com http://www.magreprints.com http://www.magreprints.com http://www.redroverreprints.com http://www.redroverreprints.com http://www.schmidt.com http://www.scoopreprintsource.com http://www.scoopreprintsource.com http://www.sheridanreprints.com http://www.sheridanreprints.com http://www.wrightsreprints.com http://www.Forbes.com http://www.wrightsreprints.com http://www.theygsgroup.com http://www.theygsgroup.com http://www.mediabusinessonline.com

Table of Contents for the Digital Edition of BtoB Media Business - September 2009

BtoB Media Business - September 2009
Contents
Dow Jones Considers Selling Iconic Stock Indexes
10 Great Media Sites That Are Leading the Way
The Reprint Business is Evolving Online
Sales & Marketing
Production
People
Audience Development
Benchmarks
Summit Publishing Promotes Optimism

BtoB Media Business - September 2009