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AAUP 2007: Digital Partners (M. Saunders)
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AAUP 2007: Digital Partners (M. Saunders)

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    AAUP 2007: Digital Partners (M. Saunders) AAUP 2007: Digital Partners (M. Saunders) Presentation Transcript

    • Digital Partners: Part II Navigating E-books AAUP Annual Meeting Minneapolis June 16, 2007 Mark H. Saunders University of Virginia Press [email_address] edu
      • E-book strategy considerations
      • cost/revenue
      • sales models
      • pricing
      • sales impact
    • cost/revenue
      • Cost:
      • to partner or not to partner
        • Build your own platform
      • production workflow
      • Revenue:
      • __________________?
    •  
      • Build your own?
      • capital investment
      • technical infrastructure
      • dedicated programming staff
      • marketing and subscriptions fulfillment capacity
    • cost/revenue
      • Cost:
      • to partner or not to partner
        • Build your own platform
        • Partner
          • Lower production cost
          • Little to no transaction cost
          • Benefits of aggregation
          • Ebrary, netLibrary, Questia, etc.
      • production workflow
      • Revenue:
      • __________________?
    • cost/revenue
      • Cost:
      • to partner or not to partner
        • Build your own platform
        • Ebrary, netLibrary, Questia, etc.
      • production workflow
        • Time sink?
        • Can you get the right flavor of pdf out of your current workflow?
      • Revenue:
      • __________________?
    • sales models
      • Perpetual access:
      • discrete content sold one at time under set parameters
      • control over pricing
      • ease of forecasting and reporting
      • less attractive to librarians due to higher cost?
    • sales models
      • Perpetual access:
      • discrete content sold one at time under set parameters
      • control over pricing
      • ease of forecasting and reporting
      • less attractive to librarians due to higher cost?
      • Subscription:
      • incremental revenue from deep backlist
      • revenue is too incremental
      • difficulty of forecasting and reporting
    • pricing
          • Proposition: we need to have a consistent value proposition attached to our e-book pricing
          • what added value is provided by e-book—accessibility, tools
          • tiered pricing
    •  
    • pricing
          • Proposition: we need to have a consistent value proposition attached to our e-book pricing
          • what added value is provided by e-book—accessibility, tools
          • tiered pricing.
          • setting the price: think like a librarian—an e-book is worth more if we allow unlimited (or multiple) simultaneous access
          • industry standard (emerging) for books seems to be that e-books are worth 1.5 to 2x a print book.
          • however, vendors mark up to accommodate tiered pricing, so the end price to the top tier of libraries will be higher than the price that we set: ie Ebrary, they mark up 150% to the top tier of libraries.
    • sales impact
          • What is the impact of partnering with e-book vendors to the total books revenue stream?
          • Positive
            • E-book sold where print would not have been
            • Snippets of discoverable e-books on Google, Amazon, MS LiveSearch driving sale:
          • Neutral=positive
            • One-to-one replacement of print with e-book: frontlist/recent backlist monographs, some trade books
          • Negative
            • One e-book replacing multiple print sales: course adoption
            • Snippets of discoverable e-books on Google, Amazon, MS LiveSearch replacing sale: reference content, etc.
    • Thank you Mark Saunders University of Virginia Press [email_address]