The new site retains the functionality of the previous version, which was designed to guide customers through the process of ordering reprints. But the new site also integrates content, which Dow Jones says will help consumers engage with the site and possibly discover new content with reprint potential. Strategically, Dow Jones says DJReprint.com is now providing a marketing destination to aid its outbound reprint salespeople while preserving self-service capabilities for customers who want them.
A relatively small number of articles, particularly lists and rankings, represent the lion's share of Dow Jones' reprint revenue, said John Yates, senior director of Dow Jones Reprint Solutions. So, for example, when “The Best Mutual Fund Families” appears on the cover of Barron's, his sales team calls and e-mails prospects. This year, their efforts are supported with the prominent positioning of that story within a shaded box on the upper left-hand corner of the home page of DJReprints.com.
The biggest technical change on the website is the addition of an open-source Joomla content management system, which allows Yates and his team to post content. “The sales team can meet today to determine what to pitch and alter the front page of the site within minutes,” he said.
The new design showcases a variety of Dow Jones content, with headlines, magazine covers and short descriptions of the stories that are most likely to be reprinted—what Yates calls “reprint merchantable content.” Also integrated onto the page are details specific to reprints, including “key concepts,” which outlines the various packages and offerings from the reprint division; testimonials from clients; and specific information about Dow Jones' brands, which include Barron's, Smart Money and the The Wall Street Journal.
Previously, the home page of DJReprints.com was graphically and functionally simple. On the left side of the page were the words, “I would like to.” Next to that were links allowing the visitor to make choices, such as ordering customized, hard-copy reprints, posting a WebReprint or sending articles by e-mail. This page still exists on the site and can be accessed under the “order now” tab on the top of every page.
The CMS is integrated with a proprietary system that powers the site's search and e-commerce capabilities; the latter is provided by Copyright Clearance Center's Rightslink. “The search and ordering functions are managed by home-grown DJ servers with firewalls, load balancers and such,” Yates said. “The mashup of content and order functionality gives us the greatest flexibility for offering or suggesting reprint merchantable content while safeguarding our traditional hard-wired systems.”
The underlying system is unique because it allows users to search through vast archives of content from all of Dow Jones' brands, including Dow Jones Newswires, by keyword, byline, headline and company name. Dow Jones also owns Factiva, which aggregates content from more than 28,000 publications and 900 newswires, and the system has the potential to search through all of that content as well.
A year ago, Dow Jones launched a second site, reprintportal.com, for publishers outside the Dow Jones family that contribute content to Factiva. So far, the Associated Press, SourceMedia, the St. Petersburg Times Co. and Summit Business Media have joined that program.
The second key piece of the Dow Jones Reprints proprietary technology is the integration of the Rightslink tool into the ordering process, which allows the visitor to buy standard reprints automatically or submit a request for pricing on a custom project. Publishers involved in the Reprint Portal program can integrate either Rightslink or a similar tool from iCopyright into their ordering process.