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Dow Jones empowers reprint site

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John Yates, senior director of Dow Jones Reprint Solutions, which offers reprints from The Wall Street Journal and other Dow Jones & Co. properties, hopes an enhanced version of the DJReprints.com website will help keep the print side of his business as stable as possible while digital reprints grow. “The shift to digital is continuing, but we think the new website will help us hold on to print [revenue] because we're able to feature our best-selling reprint content,” he said.

Relaunched last month, the new site now looks like an e-commerce site. It acts like one, too. The site allows users to order noncustom reprints through integration with the Copyright Clearance Center's Rightslink.

Custom-built content search and retrieval functionality, which connects the site to a vast content database, is the heart of the site, as it was before. What's new is a content management system that enables Yates' outbound sales team to promote what they are selling in real time.

“We have a sales meeting every week to determine which article we want to feature in the “Hot Off the Press” section,” Yates said. This blue-tinted box, located in the upper left-hand corner of the home page, showcases such content as “The Best Mutual Fund Families” feature from Barron's, a consistent top-seller.

“The sales team can meet today to determine what to pitch and alter the front page of the site within minutes,” Yates said.

Magazine covers and images of newspaper stories are shown on the site, along with short descriptions of the articles, but the site is not designed for reading. When a visitor clicks on the “more” link, they begin the ordering process.

What's coming up on Yates' list of innovations for Dow Jones' reprints business? “As the digital world goes more toward social media, I'm thinking about reprints an advertiser may be able to leverage through social media to get viral distribution,” he said.

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