CMPTO: Managing publisher risk in digital product development
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CMPTO: Managing publisher risk in digital product development

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This talk was presented by Meghan MacDonald, Digital Project Manager at Penguin Random House Canada, at #CMPTO: #FAIL and Learn (Tech Forum edition) on March 5, 2014.

This talk was presented by Meghan MacDonald, Digital Project Manager at Penguin Random House Canada, at #CMPTO: #FAIL and Learn (Tech Forum edition) on March 5, 2014.

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CMPTO: Managing publisher risk in digital product development CMPTO: Managing publisher risk in digital product development Presentation Transcript

  • Code Meet Print TO What publishers can learn about digital product development from, well, publishers
  • Meghan MacDonald
  • Publishing Outsider
  • 1. Academics
  • 2. Weird non-profit tech company that serves the Canadian book industry and works on standards and stuff like that.
  • (BookNet Canada)
  • 3. Bookselling
  • Now I’m on the inside.
  • Digital Product Development
  • Penguin Random House Canada
  • (What does that even mean?)
  • Innovation is my job.
  • (And people like to tell me how to do my job.)
  • I’m told to...
  • Disrupt
  • Pivot
  • Fail Up
  • (And all those other buzzwords we’ve adopted from start-up culture.)
  • Here’s the truth:
  • Publishers aren’t start-ups.
  • Innovation isn’t easy.
  • Failure is expensive.
  • (But, wait! There’s hope!)
  • I think we’re all forgetting something very important.
  • Publishers are innovators.
  • (And we always have been.)
  • “Dinosaurs!”
  • (I know. Calm down.)
  • Maybe those dinosaurs are on to something.
  • Publishers are innovators.
  • Publishing is a risky industry.
  • (But we’ve learned to mitigate this risk.)
  • How?
  • 1. Constraints
  • “When forced to work within a strict framework the imagination is taxed to its utmost – and will produce its richest ideas. Given total freedom the work is likely to sprawl." — T.S. Eliot
  • Content Specialization
  • Format Restrictions
  • 2. Foundations
  • Production
  • Sales
  • Marketing
  • Publicity
  • Operations
  • Innovate with Editorial
  • Publicity Operations Marketing Sales Production Boo k 1 Boo k 2 Boo k 3 Boo k 4 Boo k 5
  • Publicity Operations Marketing Sales Production Boo k 1 Boo k 2 Boo k 3 Boo k 4 Boo k 5
  • Digital Product Development
  • What we’re currently doing wrong.
  • Re-inventing Wheels
  • Digital Thing 2 Digital Thing 3 Digital Thing 5 Digital Thing 5 Digital Thing 1
  • Risky
  • (Expensive!)
  • What can we learn from traditional publishing?
  • 1. Create Constraints
  • (Stop throwing things at walls to see what sticks.)
  • 2. Build Foundations
  • (What does that look like?)
  • Focus on platforms, not single products.
  • Publicity Operations Marketing Sales Production Boo k 1 Boo k 2 Boo k 3 Boo k 4 Boo k 5
  • What are we doing at PRHC?
  • Content Specialization
  • Vast and Varied List
  • Fiction
  • Non-Fiction
  • Poetry
  • Cookery
  • Picture Books
  • Comics
  • Content Specialization
  • Format Restrictions
  • So we decided to start with the foundation.
  • The Internet
  • (For many, many reasons.)
  • What happens when a publisher uses their website to publish?
  • Content Management Framework
  • Drupal
  • RandomHouse.ca
  • Hazlitt
  • Landing Gear API
  • RandomHouse.ca Drupal Hazlitt Landing Gear API Books Authors Articles Audio
  • Scalable Solution
  • Platform for Experimentation
  • Reduce Risk
  • We have applied some lessons from start-up culture.
  • Agile
  • Fail Up
  • Meghan MacDonald mmacdonald@randomhouse.com @meghanmac