AAUP 2011: New E-book Aggregations

Selling to Libraries The New E-Book Aggregation Options Chair: Fredric Nachbaur, Fordham University Press Casper Grathwohl, Vice President and Publisher, Reference and Online, Oxford University Press Bruce Heterick, Vice President, ITHAKA Erin Igoe, Library Sales and Marketing Manager, Cambridge University Press Michael Levine-Clark, Collections Librarian, Penrose Library, and Associate Professor, University of Denver Dean Smith, Director, Project MUSE, The Johns Hopkins University Press

Selling to Libraries: The New E-Book Aggregation Options

Selling to Libraries: The New E-Book Aggregation Options Major Players
From Cambridge University Press: Academic Publishing Online (APO)
From JSTOR: A Platform that Also Features Monographs
From the University Press eBook Consortium and Project MUSE Editions: University Press Content Consortium (UPCC)
From Oxford University Press: University Press Scholarship Online (UPSO)

Selling to Libraries: The New E-Book Aggregation Options Modes of Content Delivery
APO: Chapter-sized PDF
JSTOR: Chapter-sized PDF, ePub and XML
UPCC: Chapter-sized PDF
UPSO: Hypertext generated from XML with downloadable chapter-sized PDF

Selling to Libraries: The New E-Book Aggregation Options XML Implementation
APO: No – But will be implemented Early 2012
JSTOR: Yes
UPCC: No – But exploring future implementation
UPSO: Yes

PRO:
Readily convertible to e-book and e-reader formats
Allows for more granular tagging and cross-referencing
A more versatile format that is more “future proof” and less cumbersome than PDF

CON:
Requires additional tagging during the editorial process
Cost of tagging renders extensive backlist conversion problematic
Longer production schedules and change of workflow

Selling to Libraries: The New E-Book Aggregation Options Accepts PDFs
APO: Yes
JSTOR: Yes
UPCC: Yes
UPSO: No

Selling to Libraries: The New E-Book Aggregation Options PDF Advantages
For most presses, recent backlist titles will already be available as print PDFs (No/limited conversion needed)
Scanning older backlist titles to produce PDFs is relatively inexpensive

Selling to Libraries: The New E-Book Aggregation Options Accepts Backlist Titles
APO: Yes
JSTOR: Yes
UPCC: Yes
UPSO: Some

Selling to Libraries: The New E-Book Aggregation Options Backlist Support
APO will provide some assistance converting print PDF files to web-ready format
JSTOR will offer scanning services to produce PDF files
UPCC is exploring the possibility of providing funding assistance for scanning and conversion in the future
UPSO will feature a limited list of bestselling backlist titles because of the cost of converting them to XML

Selling to Libraries: The New E-Book Aggregation Options Keywording and Cross-Referencing
Cross-referencing and robust keyword lists allow for greater discoverability of content
All four aggregators offer chapter-level keywords and abstracts
JSTOR’s and UPSO’s early implementation of XML allows for an exceptional depth of cross-referencing

Selling to Libraries: The New E-Book Aggregation Options Marketing Experience
APO: 1 Year
JSTOR: 16 Years
UPCC: 18 Years
UPSO: 10 Years

Selling to Libraries: The New E-Book Aggregation Options Marketing Experience and Market Share
Cambridge Books Online (the precursor to APO) launched in January 2010
A marketing team dedicated to selling APO exclusively
CBO has a 20% market share within its core market of global higher educational institutions

JSTOR has been in operation providing online scholarship since 1995
More than 7,000 institutions worldwide and more than 95% of accredited higher learning institutions in the United States participate

UPCC is a joint venture between the young University Press eBook Consortium and the venerable Project MUSE
Project MUSE is one of the oldest purveyors of online scholarship, in operation since 1993
Project MUSE has almost 2,500 institutional subscribers

Oxford University Press has ten years of experiencing marketing its Oxford Scholarship Online (OSO) product to libraries and research institutions
A dedicated marketing team will market UPSO exclusively
60% of research libraries in the world are currently OSO subscribers

Selling to Libraries: The New E-Book Aggregation Options Portal Branding
APO: Yes
JSTOR: Yes
UPCC: No
UPSO: Yes

Branded portals allow presses to maintain a discrete identity online

Selling to Libraries: The New E-Book Aggregation Options Content Types
Peer-Reviewed Trade
UPSO: Yes Yes
JSTOR: Yes No
APO: Yes Yes
UPCC: Yes Yes

Selling to Libraries: The New E-Book Aggregation Options MARC Records
APO: Yes
JSTOR: No
UPCC: Yes
UPSO: Yes

Selling to Libraries: The New E-Book Aggregation Options Digital Rights Management (DRM)
APO: Yes
JSTOR: No
UPCC: No
UPSO: Yes

Selling to Libraries: The New E-Book Aggregation Options Digital Rights Management (DRM)
APO and UPSO employ unobtrusive DRM that allows downloads of chapter-sized PDFs, but discourages piracy
JSTOR provides minimal DRM, though course adoption titles will receive more restrictive DRM
UPCC provides minimal DRM

eBook Aggregators: What Do Libraries Want? Michael Levine-Clark University of Denver AAUP Annual Meeting June 3, 2011 Selling to Libraries: The New E-Book Aggregation Options

Flexibility
Content
Platform
DRM
Pricing
Workflow integration

Content
Full availability
All titles
All aggregators
All pricing models
Simultaneous E/P
Clear expectations

Platform
Too many bells and whistles
Are unnecessary
Confuse the user
No special downloads
Functional with any ereader
Functional with any browser
Integration (when relevant) with journal platform
Fewer platforms

Digital Rights Management
Perpetual access = ownership
Less is better, but publishers need some control
No limitations
On device
On use
Limitations on sharing

Pricing
Flexibility!
Title-by-title or package
Purchase or subscription
Demand-Driven Acquisition (DDA)
Short-term lease
ILL
Component of DDA

Pricing
Ability to acquire E/P bundle, even retroactively
Consortial options
Must recognize traditional spending patterns
Should work across aggregators

Integration with Print Workflow
Approval vendor(s)
Deduplication
Bundling
Billing

Thank You Michael Levine-Clark Collections Librarian University of Denver [email_address] Selling to Libraries: The New E-Book Aggregation Options

ebooks and online products from Cambridge University Press
Academic Publishing Online
October 2011

The critical factors
Multiple acquisition options
Collections -and- individual title selection
Unlimited -and- limited concurrency
Perpetual access -and- subscription
Acceptable license agreement
Transparent pricing
E-archiving and perpetual access guarantees

Critical factors – pt. 2
Compliance with major industry standards
Usage statistics
MARC records
Disability access
Content
Front and backlist availability
Simultaneous print and online publication
Frequent title uploads
Advance title information
Non-intrusive DRM

Other key considerations
Discovery services
Powerful search and browse capabilities
Book and chapter level DOI’s
Citation management tools
Mobile device compatibility

Thank you. Questions? Contact me at [email_address] Visit Cambridge Books Online ebooks.cambridge.org Selling to Libraries: The New E-Book Aggregation Options

Books at JSTOR Library Discussions | May 2011

What Libraries Are Telling JSTOR …
Move purchasing decision from “why?” to “why not?”
No data to support “why?” decision at this point, therefore most UP content is seen as “wanna have” vs. “gotta have”
Get the content “in the flow”
Silos are insufficient
OPACs – the traditional discovery place for monographs – are not really “in the flow”
Long-term preservation is essential
ILL (or whatever you want to call it in e-) is in our cultural fabric and needs requires a solution with e-books
Independence – both at the platform level and the device level – is imperative to promote “ownership”
“ I had no idea about course adoption titles” …
Would love to have those titles included
Can’t load the revenue expectations of those titles onto the library

Selling to Libraries: The New E-Book Aggregation Options Project MUSE/UPCC and Libraries
MUSE/JHUP and UPeC conducted extensive market research with libraries (2009-11)
Surveys/interviews/user groups: ALA, ACRL, Charleston
Formed UPCC Library Advisory Board (2011)
12 librarians representing academic institutions of various sizes
Feedback has focused on content offering, access, duplication and discoverability, and pricing model

Selling to Libraries: The New E-Book Aggregation Options Project MUSE/UPCC and Libraries: Content Offering
1. Only meaningful if the content is integrated on Project MUSE
Content (books/journals) aggregated and searchable in a seamless interface
2. Peer review is really the line in the sand
A complete academic collection of original, peer-reviewed research
3. Academic libraries want to purchase UP monographs, in e-formats
4. One-stop shopping for academic libraries
Librarians prefer and want larger collections from many publishers, not small collections from a limited number of publishers

Project MUSE/UPCC and Libraries: Access
1. Generate revenue from different kinds of usage, but don’t get in the way of the user by restricting access
2 . Librarians want the same level of access they have with journals :
Simultaneous P and E access with minimal DRM
Multiple simultaneous users
Downloading rather than streaming
Copy, cut, paste, print, download at the chapter level
ILL, E-reserves
Single-title and patron-driven demand options
Archiving through LOCKSS/CLOCKSS and Portico

Selling to Libraries: The New E-Book Aggregation Options Project MUSE/UPCC and Libraries: Duplication and Discoverability
1. Recognize that libraries already have systems and partnerships in place
Critical to cooperate with multiple book vendors used by libraries to enable integration with approval plans and supply of MARC records
Libraries are not in a position to buy the same content twice
Duplication will force libraries to select one collection and not purchase others
Share metadata with discovery services (Summon, etc.)

Selling to Libraries: The New E-Book Aggregation Options Project MUSE/UPCC and Libraries: Pricing Models
1. Multiple purchasing models are needed for:
Comprehensive and subject-based collections
Frontlist and backlist
Single title and PDA
Ownership (perpetual access) and subscription (annual renewal)
Customization of collections
2. Allow us to pay for what we use
3. Measuring usage will be significant for ongoing purchases
4. May accept model that uses a multiplier for course titles

Selling to Libraries: The New E-Book Aggregation Options UPSO—Librarian Research Results
Driving discoverability and usage is critical
Full abstracts, keywords, and DOIs at book and chapter level
XML highly discoverable; ideal for mobile; more detailed searching
40+% of OSO traffic driven from Google and other search engines
Library survey: OSO 4 th most used book database after Ebsco, Proquest & Springer

Selling to Libraries: The New E-Book Aggregation Options OSO—User Research Results
“ I believe books are being used less as a product with a beginning and end, now it’s about digital text where you pull out what you need.”
Academics “dip” into monographs online (18% of all OSO users access a work at chapter level)
Walls between content types are dissolving and “research journey” pathways becoming critical
UPSO addresses through XML chapter focus and functionality

Selling to Libraries: The New E-Book Aggregation Options UPSO—Author/Press feedback
Authors increasingly interested in discoverability
Authors and presses need to maintain their own digital identity
Presses want the option of publishing and digital workflow services and consulting
(marketing/SEO/author consulting; managing keywords and abstracts development; inexpensive XML-first workflow options; etc.)

Selling to Libraries The New E-Book Aggregation Options Fredric Nachbaur fnachbaur@fordham.edu Casper Grathwohl [email_address] Bruce Heterick Bruce.Heterick@ithaka.org Erin Igoe EIgoe@cambridge.org Michael Levine-Clark michael.levine-clark@du.edu Dean Smith djs@press.jhu.edu Thank you!

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AAUP 2011: New E-book Aggregations

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