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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Transcript

  • 1. Code Meet Print TO What publishers can learn about digital product development from, well, publishers
  • 2. Meghan MacDonald
  • 3. Publishing Outsider
  • 4. 1. Academics
  • 5. 2. Weird non-profit tech company that serves the Canadian book industry and works on standards and stuff like that.
  • 6. (BookNet Canada)
  • 7. 3. Bookselling
  • 8. Now I’m on the inside.
  • 9. Digital Product Development
  • 10. Penguin Random House Canada
  • 11. (What does that even mean?)
  • 12. Innovation is my job.
  • 13. (And people like to tell me how to do my job.)
  • 14. I’m told to...
  • 15. Disrupt
  • 16. Pivot
  • 17. Fail Up
  • 18. (And all those other buzzwords we’ve adopted from start-up culture.)
  • 19. Here’s the truth:
  • 20. Publishers aren’t start-ups.
  • 21. Innovation isn’t easy.
  • 22. Failure is expensive.
  • 23. (But, wait! There’s hope!)
  • 24. I think we’re all forgetting something very important.
  • 25. Publishers are innovators.
  • 26. (And we always have been.)
  • 27. “Dinosaurs!”
  • 28. (I know. Calm down.)
  • 29. Maybe those dinosaurs are on to something.
  • 30. Publishers are innovators.
  • 31. Publishing is a risky industry.
  • 32. (But we’ve learned to mitigate this risk.)
  • 33. How?
  • 34. 1. Constraints
  • 35. “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
  • 36. Content Specialization
  • 37. Format Restrictions
  • 38. 2. Foundations
  • 39. Production
  • 40. Sales
  • 41. Marketing
  • 42. Publicity
  • 43. Operations
  • 44. Innovate with Editorial
  • 45. Publicity Operations Marketing Sales Production Boo k 1 Boo k 2 Boo k 3 Boo k 4 Boo k 5
  • 46. Publicity Operations Marketing Sales Production Boo k 1 Boo k 2 Boo k 3 Boo k 4 Boo k 5
  • 47. Digital Product Development
  • 48. What we’re currently doing wrong.
  • 49. Re-inventing Wheels
  • 50. Digital Thing 2 Digital Thing 3 Digital Thing 5 Digital Thing 5 Digital Thing 1
  • 51. Risky
  • 52. (Expensive!)
  • 53. What can we learn from traditional publishing?
  • 54. 1. Create Constraints
  • 55. (Stop throwing things at walls to see what sticks.)
  • 56. 2. Build Foundations
  • 57. (What does that look like?)
  • 58. Focus on platforms, not single products.
  • 59. Publicity Operations Marketing Sales Production Boo k 1 Boo k 2 Boo k 3 Boo k 4 Boo k 5
  • 60. What are we doing at PRHC?
  • 61. Content Specialization
  • 62. Vast and Varied List
  • 63. Fiction
  • 64. Non-Fiction
  • 65. Poetry
  • 66. Cookery
  • 67. Picture Books
  • 68. Comics
  • 69. Content Specialization
  • 70. Format Restrictions
  • 71. So we decided to start with the foundation.
  • 72. The Internet
  • 73. (For many, many reasons.)
  • 74. What happens when a publisher uses their website to publish?
  • 75. Content Management Framework
  • 76. Drupal
  • 77. RandomHouse.ca
  • 78. Hazlitt
  • 79. Landing Gear API
  • 80. RandomHouse.ca Drupal Hazlitt Landing Gear API Books Authors Articles Audio
  • 81. Scalable Solution
  • 82. Platform for Experimentation
  • 83. Reduce Risk
  • 84. We have applied some lessons from start-up culture.
  • 85. Agile
  • 86. Fail Up
  • 87. Meghan MacDonald mmacdonald@randomhouse.com @meghanmac