Business-to-Business Advertising in the Current Environment, Reprints
Reprints – When a manufacturer or distributor or products is successful in getting ideas or application case histories published in the trade magazine of their choice for reaching their target audience, they can further take advantage of the publicity through reprints. Historically, reprints have consisted of printed copies of an article that have been altered to include the advertiser’s ad or other content within the printed piece. This service still exists and is highly recommended.
In our current environment, most useful content in a trade publication also gets posted onto a website, usually the magazine’s site. This copy is still protected by copyright laws and an advertiser needs to be careful not to use even the online content without the permission of the publication.
On the other hand, this online presence of content offers advertisers a new opportunity to disseminate their content quickly and widely through digital distribution. With the permission of the publication, online content can be used, altered, improved, enhanced, and distributed to customers.
If a company has interesting content that is picked up and published by a trade publication in print, online, or both, this is a great opportunity for a company to get some mileage out of this coverage. It is recommended that the company covered in a publication’s editorial pursue getting further exposure through reprints that appear on paper and online.