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For the text commentary go to http://personanondata.blogspot.com/2013/06/society-of-scholarly-publishers-panel.html This session will explore ways to rethink and remix content in numerous ways that can be searched, browsed, repackaged and sold to achieve the publisher’s strategic objectives. In this session today we will try to cover fragmenting, bundling, collections, cross selling, flexible e-commerce, academic adoptions, community networks, SEO and the ability to provide the right content when, where and how users want it.
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Rethinking & Remixing Content:Selling disaggregated content
Michael CairnsSSP Meeting – San Francisco 2013
Introduction
Rethinking and remixing content
□ Searched, browsed, repackaged, sold
Fragmenting, bundling, collections, cross selling, flexible e-commerce, academic adoptions, community networks, SEO
The right content when, where and how users want it
Introduction
Michael Cairns – Publishing Technology
Alan Noren – O’Reilly Media
Brian Erwin – Slicebooks
Catherine Flack – Cambridge University Press
So where are we?
Content structured linearly
Movement from ‘Creamy’ to ‘Chunky’
□ Journals content is “better”
□ Books/Textbooks all inclusive monoliths
□ Chapters, abstracts, metadata, keywords, etc
The customer wants it their way
Other content industries do it: Music, TV, etc.
Technology has enabled the transition
What are the challenges (any surprises)?
Reliance on the ‘document’
Under investment in metadata
Sclerotic internal processes
What is the “strategic” value of content?
Allocation of resources, time and money
Strategic Content Planning
Programmatic, strategic evaluation
Format vs document
Review
□ Processes, relationships, technology, etc
Evaluate your content
□ Who does what?
□ What do your customers want?
Engage and learn
In the end we all try to “COPE”
What do we do?
75% of our business is repeat businessserving our customers is the key to our business
Strategic challenges should be opportunities
Custom and disaggregated content distribution models are inevitable so how will you benefit?
Permissions revenues considered incremental will become your primary revenue source
Your content platform will be the basis for broad distribution
Must improve metadata at the ‘unit’ level
Offer your own custom publishing solution
Link content across library: Leverage the principles of cross and upselling
Help me…What should tell them at HQ?
Make the content less dependent on an output format
□ Chunking content while maintaining a web of interrelationships across the content
□ Can we actively involve authors in the process?
Establish templates that support flexible content:
□ Book>Chapter>Image>Diagram
□ Description>Abstract>Key words>Concepts
Learn by example – There’s nothing wrong with borrowing
Engage the customer: Content everywhere – so how do we deliver it?
Michael CairnsChief Operating Officer – Online
Publishing Technology908 938 4889
michael.cairns@publishingtechnology.comTwitter: @personanondata
Get in touch ->
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