With the market conditions so unsettled publishers are looking at every way possible to increase revenue and do things more efficiently. Repurposing content is a great way to create ancillary revenue but the question remains do you use internal staff or outsource?

 Here are a few things to consider:

• Is there a designated staff to make outbound calls to potential buyers?
• Do you have the resources to do the design and revisions?
• Can the internal sales person make sales calls to large customers and attend trade shows and events their clients are attending?
• Do you have a Corporate Mandate in place to monetize and not give away content and logos?

In my experience if a publisher is able to devote sales and support for an internal program they will reap the benefit of a higher profit margin. Wright’s can lend it’s sales training to help set up an internal department and share good practices. In exchange the publisher can take advantage of our competitive print and electronic products.

In overhead is of primary concern, outsource marketing may prove to be a more appropriate solution. The primary focus is to find an expert in the industry who understands the changes of the media buyer’s purchasing habits. The vendor must also represent the publisher’s values and provide case studies of how they increased revenue. Finally there really needs to be an ease of doing business together. A “good fit” if you will.

Regardless of whether a publisher chooses to keep their reprint program in house, or if they choose to outsource the marketing, we are the “Wright” answer.