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Dow Jones creates reprint portal

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John Yates, senior director of Dow Jones Reprint Solutions since 2004, is responsible for reprints and permissions for the publisher's print and digital publications, including The Wall Street Journal, WSJ.com, Barron's, barrons.com and MarketWatch. He has been involved with reprints ever since joining Dow Jones in 1979. Dow Jones, which has a dedicated site (DJReprints.com) for reprint services related to its own titles, recently launched a new site, Reprint Portal (at ReprintPortal.com), for content partners of Dow Jones Factiva. Media Business: How is Reprint Portal differentiated from DJReprints.com? John Yates: Our primary site for ordering Dow Jones content is DJReprints.com. That site allows customers to search for content in multiple ways and takes them through a decision tree to determine how they want to use the content, in what form they want it [print or digital] and in what quantity. At the point where the customer clicks to process the order, there is a handoff to [Copyright Clearing Center's] Rights-Link application. Publishers obviously don't build sites primarily for archives and ordering content, so it's a lot easier to go to DJReprints.com to find and license content. Sixty percent to 80% of our order quantity going through RightsLink comes from DJReprints.com, not from one of our news sites. Since we have a very successful model with DJReprints.com, we're expanding the concept with Reprint Portal for Dow Jones Factiva, a global provider of business news and information with content from more than 24,000 sources. This is a strategic move for Factiva, a way to give something back to the publishers. If Factiva content partners choose to participate, Reprint Portal will allow them to get more value from the aggregation of their content through incremental reprint orders. MB: If I'm a publisher and I license content to Factiva, what do I do to participate in Reprints Portal? Yates: I cannot serve another publisher's content on Reprint Portal without a contract in place. So a license has to be established first. We would also have to set up a relationship with either iCopyright or RightsLink, whichever service the publisher chooses to fulfill its orders. Publishers want to preserve the revenue stream from their print reprints, so there's a method for generating a job ticket through iCopyright or RightsLink; those orders will be fulfilled in whatever way the publisher usually does them. We're simply presenting opportunities, like a referral service, and we're hoping to participate at some very reasonable level in those revenue streams. MB: How will reprint revenue be shared? Yates: Publishers will get the lion's share. We want participation, because there's a cost to supporting this kind of site; but we're not going to get rich on this. We wish to avoid channel conflict with the publishers and/or their outsourced agents, so we will not conduct outbound sales efforts. Our approach is selling the long tail, taking reprint orders in cases where the publisher's agent hasn't reached out first. —M.G.
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