Michael Biggerstaff: Reprint Management Services
President and CEO | Reprint Management Services
WHAT IS YOUR OUTLOOK FOR THE MAGAZINE PUBLISHING INDUSTRY FOR 2007?
There is no more ‘standing on the edge of the pool, testing the temperature of the water.’ The upcoming year will prove imperative for publishers to jump feet first into this proverbial ‘pool’ we’re calling multi-channel media. It’s all we’re going to talk about in the upcoming months: Web 2.0, social media, podcasts, videocasts, blogs, rich data, and Webinars. How publishers leverage these new outlets and find innovative ways to repurpose their content will determine who sinks or swims as everyone dives in over the next year.
WHAT ARE THE CRITICAL ISSUES AFFECTING YOUR SEGMENT OF THE BUSINESS IN THE COMING YEAR?
Publishers engaged in the expansion and distribution of their own content shouldn’t have to be concerned with how reprints will keep up with the multi-channel push. Electronic reprints have been the “digital solution” for some time now; with the enhanced economies of the Web, they can be so much more. As publishers look to new media outlets, it will be necessary for reprint companies to be right there, ahead of the curve, with reprint solutions for their new content. NXTprints, digital licensing, and video reuse are several key components to a reprint program that will keep revenues increasing as the year progresses.
HOW MUST THE INDUSTRY ADAPT IN THE UPCOMING YEAR?
The question of who’s in charge is changing. Consumers are now in control of how they receive information. Content aggregation has changed how consumers receive editorial; therefore, it must now be searchable, linkable, and distributable. Those who pioneered online initiatives in the past year will continue to push the boundaries of the new media, while more traditional publishers will be working to catch up with their counterparts. Reprint companies that have been moving forward with multichannel solutions will be best equipped to handle publisher initiatives in the upcoming year.
WHAT SIGNIFICANT CHALLENGES ARE MAGAZINES FACING?
As readers have increased options for receiving content, managing the fragmentation of attention is going to be an important challenge. Keeping content fresh and relevant is a must. With infinite options, consumers can go anywhere they wish for information, or better yet, just have it sent to them, via feeds. Developing editorial, in a format that is capable of being tagged for indexing, syndication and aggregation, will help it maintain relevance and availability to the reader. The tagging and permalink capabilities in our NXTprint product will keep this digital reprint in front of consumers and keep publishers information relevant, and more importantly—visible.
WHAT SIGNIFICANT OPPORTUNITIES FOR GROWTH LAY AHEAD FOR THE REPRINT INDUSTRY?
As publishers invest more time and capital in producing videos, it’s imperative for reprint companies to have a product available to capture and redistribute this video content. This will be a profitable addition to any reprint program, but the repurposed videos must be distributed in an innovative format. In addition to video, new editorial initiatives are pushing content to the Web first, then to the print version. Capturing leads off the Web is crucial. By minimizing the sales cycle, and delivering qualified leads directly from the Web, the closing rate increases substantially. Enhanced reprint services will be fundamental, as publishers redirect their current personnel to implement Webbased initiatives in the upcoming year.