how to make more money with your repurposed content

How to Make More Money With

Your Repurposed ContentJuly 15, 2008

Presented by: Sponsored by:

Moderated by:

Matt Steinmetz

Special Projects Editor

Publishing Executive

Presented by:

Sponsored by:

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Today’s Speakers

Syndia Torres

Director

Incisive Media (formerly ALM)

Jonathan Meyers

Director of International Operations

Forbes.com

Presented by:

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Please Welcome

Jonathan Meyers

Director of International Operations

Forbes.com

Make More Money

Repurposing Your Content

July 15, 2008

Jonathan Meyers

Director International Operations

• Introduction and responsibilities

• About Forbes.com

– Functionality and uses

– How long in existence

– Differences from print magazine

• Forbes.com is the #1 Source For Business

News on the Planet

– Forbes.com publishes more than 4000 stories

daily

– Forbes.com Video Network produces up to 70

videos/week

– Forbes.com works with over 200 content

providers

How does Forbes.com generate revenue?

• Display Ad Sales

• Sponsorships

• Videos

Other uses of Forbes.com content

• Licensing to major websites

• Permissions

– Textbooks

– Newspapers

– School curriculum

• Reprints

• How to generate revenue from reprints?

– Leveraging Forbes.com brand

– Inbound requests

– Outbound efforts (Forbes 400)

• Reprints

• Eprints

• Logos

• Plaques

• Posters

How does repurposing content fit into

Forbes.com’s primary business model?• Insuring integrity

• Protection of primary business model

• PDF vs. html

• No follow tags

• Logo licensing with links

• Securing rights from writers

• Recognition of bandwidth limitations

Picking the best strategic partner

• Responsiveness

• Understanding and respect of your business

model

• Protecting the integrity of your brand

• Outbound sales efforts

• Professional demeanor with client – your partner

represents you and your brand

Presented by:

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Please Welcome

Syndia Torres

Director

Incisive Media (formerly ALM)

Syndia Torres, Director

Reprint Group

LEVERAGING GREAT PRESS

Reprints are unique products and services that maximize a client’s favorable exposure to its target

audience.

Favorable press offers excellent content repurposing products & services.

For the purpose of this presentation, any product or

service that consists of repurposed content,

proprietary images, charts or copyrighted material

will be labeled a “Reprint.”

-- Tel: 212-545-6033, E-mail: syndia.torres@incisivemedia.com

© 2008 ALM Properties, Inc.

Syndia Torres, Director

Reprint Group

Most Popular Products:Hard Copy Reprints and E-PrintsArticle Research and Custom PublishingPlaques and Posters (Signage)Thumbnail Banners and Buttons

Examples of Reprint Products & Services:

Trusted Services:Content and Image Licensing General PermissionsMail FulfillmentNew Media Multi Platform Campaigns

Syndia Torres, Director

Reprint Group

Reprints & E-Prints

Hard Copy ReprintExamples:

E-printExamples:

Syndia Torres, Director

Reprint Group

Article Research & Custom Inserts

Article ResearchExample:

Custom Insert Example:

Syndia Torres, Director

Reprint Group

Plaques & Posters

Plaque Example:

Poster Examples:

Syndia Torres, Director

Reprint Group

Thumbnails, Banners & Buttons

Syndia Torres, Director

Reprint Group

Build a solid infrastructure and establish process flows.

Clients and profits will follow!

Syndia Torres, Director

Reprint Group

1.A company policy for protecting copyright and trade dress.

2.An internal assessment within your organization of copyrighted works versus freelance work that you may not own rights to.

3.An efficient internal routing system for inbound requests.

4.A pricing model based on desired profit margins that incorporates brand equity.

5.An expense budget that accounts for sales, marketing and manufacturing .

6.Dedicated graphic support.7.Reliable vendors to help meet client demands.

Infrastructure Checklist:

Syndia Torres, Director

Reprint Group

CLIENTS ARE:

• Cognizant of your reputable brand(s).

• Inherently benefit from favorable unbiased news coverage in print or online.

• Always looking for unique ways to sell or promote themselves.

Syndia Torres, Director

Reprint Group

• High impact hybrid advertisements.

• Greatly versatile--such as In Print, Digitally, and now Rich Media.

• Credible endorsements in the b to b marketplace.

REPRINTS ARE:

Syndia Torres, Director

Reprint Group

Assessing Opportunity

• Evaluate spending of the key audience(s) of the publication.

• How much does the industry spend on marketing?

• What is the strength of the individual brand?

• Does it measure or benchmark specific groups such as the AmLaw 100 for law firms & U.S. News America’s Best Colleges for schools?

This will help determine pricing!

Syndia Torres, Director

Reprint Group

Pricing & Profit

• Maintain premium pricing based on a strong brand? • Reduce pricing and focus more on volume?• Include reprints in advertising proposals as added value

or as a separate product?• For print products, establish price based on desired

mark up from the fixed print cost.• For digital, try and assess what the market will bare;

offer an incentive tier for purchases with other products.

• For Non Core products, calculate pricing based on fixed cost, labor to produce and desired profit margin.

Syndia Torres, Director

Reprint Group

Selling Reprints: Inbound

• Inbound calls do not equal automatic business, listen actively!

• Be sure to get contact information, build a database of prospects.

• What is the caller’s position and potential buying power?

• Who is the company, who are their clients?

• Log onto the company website while speaking to caller.

• Ask prospect if they have done reprints in the past

• If so, they are sold on the concept. Take this opportunity to:

• Up sell by presenting complete suite of products and services.

• Cross sell by researching other complimentary articles.

• If not, emphasize the benefits of leveraging great press

• Reference what other clients in their industry have done.

• A face to face meeting might be appropriate.

Syndia Torres, Director

Reprint Group

Selling Reprints: Outbound• Comb through all articles in a given publication as they

publish• Daily, Weekly or in a rotation schedule

• Segment the viable prospects in each issue and determine:• Telephone call • E-mail• Direct mail

• Client meetings for the larger accounts• Recap annual orders and make re-run

recommendations• Present and consult on custom publishing

opportunities• As a stand alone piece• As an advertising insert

Syndia Torres, Director

Reprint Group

Selling Reprints: General

• Maintain a strong and centralized client relationship management system (CRM) and protocol

• Team spirit and a sales culture is important

• Monitor buyer trends• Maintain ongoing re-run and renewal

efforts• Attend industry trade shows as

appropriate

Syndia Torres, Director

Reprint Group

Marketing Reprints

• House ads promoting the products and services

• Media kit campaigns• Targeted direct mail• Trade show attendance for key markets• Promotional items that reflect product

offerings• Sell sheets specific to each publication

promoting the brand and its credibility in the market place

Syndia Torres, Director

Reprint Group

Remember…

Reprints are unique products and services that maximize

a client’s favorable exposure to its target

audience.

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Sponsored by:

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