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.

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CMPTO: Managing publisher risk in digital product development

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

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