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Content Chunking & New Revenue Streams
 

Content Chunking & New Revenue Streams

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Presentation at AAUP 2011 discussing opportunities for publishers to market and sell their content in small chunks: Chapters, images, cases, etc. What are the motivations and what are the hurdles.

Presentation at AAUP 2011 discussing opportunities for publishers to market and sell their content in small chunks: Chapters, images, cases, etc. What are the motivations and what are the hurdles.

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    Content Chunking & New Revenue Streams Content Chunking & New Revenue Streams Presentation Transcript

    • "Chunking" Content: Disaggregation by Market Channel Michael Cairns AAUP Meeting – Chicago 2012
    • 2Real or Hype?• Chunking educational content is inexorable• Large textbook publishers may be disadvantaged• Potential for price erosion• Many media examples o Music o Newspapers o Television o Journals• COPE: o Create Once Publish Everywhere
    • 3Firstly, the Educational Content in MarketContext Ref: Bowker Pubtrack BISG Making Information Pay Conference
    • 4Pricing Always Slopes Up Ref: Bowker Pubtrack BISG Making Information Pay Conference
    • 5Individual Books Are Big Business Ref: Bowker Pubtrack BISG Making Information Pay Conference
    • 6The Franchise Textbook Ref: Bowker Pubtrack BISG Making Information Pay Conference
    • 7Custom Small but Growing Ref: Bowker Pubtrack BISG Making Information Pay Conference
    • 8Addressing the Changes in Education• Managing the cost of education & materials• Faculty and educators demand more choice• Seeking intuitive and flexible content creation processes• Expect to share content and collaborate across ‘networks’• Migration to electronic delivery of content• Growth of open-access and ‘free’ content• Growing expectation for highly customizable solutions for publishers and institutions
    • 9Thoughts and Trends• ‘Traditional’ content structured linearly• Books/Textbooks all inclusive monoliths o Generally to a set formula• Movement from ‘Creamy’ to ‘Chunky’: Digital components o Chapters, summaries, tests, supplemental material, etc.• Higher Ed leading progression seemingly inexorable o Cost drivers o Open source o Foundations and government• Technology enabling this transition
    • 10Some Examples• Indiana University o Digital platform o Content agreements with publishers• California State University o Publisher agreements: Cengage• MIT Open Courseware o Web-based publication of virtually all MIT course content o Students and ‘self-learners’ account for 85% of access• University of Minnesota
    • 11Publisher Value ChallengesCustom and disaggregated content distribution models areinevitable so how will publishers benefit?• Permissions revenues considered incremental will become a primary revenue source• Participating on/in platforms to for broad distribution• Improve metadata at the ‘unit’ level• Offer your own custom publishing solution• Link content across library: Leverage the principles of cross and upselling
    • 12Bookstore Value PropositionCustom solutions help college bookstores to take advantage of realtangible benefits from a custom publishing program.Opportunity: • Exclusive content for the bookstore: Single source for student • Implement a flexible, specific business model for each bookstore • Custom content drives student demand* o Higher sell-through: 91-99% o Lower (none) custom returns o Increased foot traffic: Students buy more • Students more satisfied with content’s higher utility • No product substitution available: custom by definition • Presents opportunities to reduce labor & production costs * Research: NACS, Pearson Education
    • 13Last word on Protecting Content and Copyright• Georgia Case; o Making content easily available and priced reasonably• Fact: Users want to pay for content o Apple experience with music• Clearing copyright – either via CCC or directly with a publisher – has been cumbersome o Users give-up and/or steel o Technology enables better solutions o More policing – specifically LMS restraints.• Easier access to appropriate permissions will drive revenue• Permissions models will become more simple & transparent
    • 14In the end we all try to “COPE”
    • 15 Michael Cairns Managing PartnerMichael.Cairns@InfoMediaPartners.com 908 938 4889 Twitter: @personanondata