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