Reprints rely on editorial strength

Leveraging content value

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Miller noted that the performance of reprints at TechInsights runs counter to “the whole conversation in the media space that says, "You'll never be able to charge for content online.' With reprints, we find that we are already charging for our content and it's very profitable,” he said. “Marketing people are buying re- prints, not our readers; but this is still a data point that indicates we're on the right road as we begin to extract the value of editorial. We are very actively looking at developing another level of content for our readers to buy into.” Bonington and Torres-Peña pointed out that their leading brands—Architectural Record and ENR at McGraw-Hill and The American Lawyer at Incisive Media—are paid-subscription media. They see this as an advantage in helping marketers understand that their content has value. “The Web has enabled a lot of sources to be publishers, and there's information overload,” Bonington said. “As audiences are exposed to more and more information, we're finding they're relying on trusted media brands as a filter for quality and integrity.” Even during recessionary times, marketers want to publicize their awards and industry rankings, especially when they come from leading business media publications. So, Torres-Peña makes sure customers who are currently challenged by budget cuts know about low-cost digital reprint options. “We'll license a digital image from that award program or ranking that they can use on their Web site or in promotional collateral,” she said. “We've always had this, but we're pushing it more. We're saying, "If the problem is price, we can figure out a solution.' We have to work harder for every sale we make in this economy.” M
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