how to make more money with your repurposed content
TRANSCRIPT
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:
Sponsored by:
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:
Sponsored by:
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: [email protected]
© 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.
Presented by:
Sponsored by:
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