Reprint Review

Cold calling brings heat

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PARS International's Mussman said that while online reprints are a growing part of the business, the human element—knowing what companies to call—is what generally pays off in larger orders. Mussman said that while positive articles about companies tend to be obvious targets when selling reprints, sometimes a keen reprints salesperson can find an article, perhaps about a trend, that might interest a particular company that would benefit from that trend. “You sometimes have to read between the lines,” Mussman said, adding. “It's still a cold-calling business at heart.” M
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