Future of eReading
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Notes on our conversation about digital magazines, the digital reading experience and monetization suggestions from Mequoda.

Notes on our conversation about digital magazines, the digital reading experience and monetization suggestions from Mequoda.

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  • 1. eReading  Futures What  do  you  think?Monique  Sherre7monique@boxcarmarke=ng.com
  • 2. Why  publish?  • To  communicate.  • Publishing  supports  a  basic  human  desire  to   express  ideas  and  stories.• Publishing  supports  a  basic  human  desire  to   receive  ideas  and  stories.   2
  • 3. What  Is  a  Book?  Magazine?• Reading  experience 3
  • 4. What  Makes  the  Reading  Experience  of  a   Magazine  Different  From  a  Book,  Website,   Collec=on  of  Wri7en  Content?• Anything?  • The  a7ributes  that  define  a  magazine  are  simply  different  in   terms  of  user  experience.   4
  • 5. Is  Paper  an  Essen=al  Characteris=c?• Physical  appearance  should  not  be  confused   with  user  experience.• Separa=on  of  content  from  form  (or  content   from  container) 5
  • 6. Mequoda  Summary http://www.MequodaFree.com 6
  • 7. 6 7  Core  Essen=als   +1 BonusMagazines  are:1. Linear2. Finite3. Periodic4. Cohesive5. Portable6. Textual7. Collec=ble 7
  • 8. #1  Linear• Designed  to  be  read  front  to  back:  covers,  table   of  contents,  series  of  ar=cles.• Not  meant  to  be  read  in  en=rety.  Avg  =me   spent  with  avg  issue  of  a  magazine  =  1  hour.  • Not  a  website:  hundreds  of  ar=cles,  arranged   with  taxonomies  and  hyperlinks.  Not  linear!   8
  • 9. #2  Finite• As  are  books,  movies,  but  not  websites.   Website  has  no  beginning  or  end.  You  can   never  finish.  • Magazines  offer  closure.  I  read  the  Feb  issue  of   Vanity  Fair  =  I’m  done  with  that.   9
  • 10. #3  Periodic• Weekly,  monthly,  quarterly• Delivery  based  on  how  oeen  the  user  wants  to  consume  content,  how  oeen  the   content  is  needed  and  changing• If  you’re  a  kni7er  and  ideally  do  6  new  projects  a  year,  a  knigng  magazine  delivered   6x  a  year  is  ideal.  • BUT  in  print,  produc=on  is  oeen  guided  by  a  print  process.  Time  to  print  on  paper,   postal  service,  costs.• Print  to  digital  requires  a  mental  shie  –  what  is  the  organic  frequency  of  the   magazine  vs.  the  economic  frequency  imposed  by  physical  prin=ng  cycles?• Maybe  I  want  Vanity  Fair  every  Friday  aeernoon  instead  of  monthly.  50  pages   instead  of  300?  Then  maybe  you  capture  my  a7en=on  for  an  hour  a  week  instead  of   an  hour  a  month?• What  does  that  mean  in  terms  of  editorial?  Adver=sing?  Customer  sa=sfac=on?   Subscrip=on  reten=on  rates? 10
  • 11. #4  Cohesive• Appealing  because  they  are  edited,  curated• Not  an  isolated  collec=on  of  ar=cles  but  rather   a  connected,  cohesive  series  of  content• Frequently  introduced  by  a  Le7er  from  the   Editor  that  provides  context  for  the  issue• Greater  than  the  sum  of  its  parts.   11
  • 12. #5  Portable• You  can  fully  experience  the  magazine  at   home,  in  the  coffee  shop,  on  the  bus• Tablets  do  not  diminish  that  experience 12
  • 13. #6  Textual• Editorial  content,  the  art  of  storytelling,  the   ability  to  write  engaging  paragraphs  of  text:   this  is  not  going  away 13
  • 14. #7  Collec=ble• There  are  households  with  every  issue  of   Na=onal  Geographic  or  Reader’s  Digest• Will  this  con=nue? 14
  • 15. What  do  Readers  of  the  Future  Expect?• Content  is  available  to  them  everywhere:   desktop,  laptop,  tablet,  smartphone,  and  in   synch• Content  is  searchable:  in  print,  content  could   only  be  searched  in  a  linear  manner  whereas   databases  allow  for  search  by  keyword,   category,  bookmark,  etc. 15
  • 16. Any  good  models  for  the   digital  magazine  experience?Will  publishers  have  two  websites?  Subscrip=on-­‐based  magazine  site  (linear,  one-­‐hour  month  experience) •   Enable  users  to  buy  and  download  individual  issues  or  12-­‐month  subscrip=on •   Powers  digital  issues  viewable  on  iPad,  tablet,  etc.   •   Searchable  archive  of  editorial  content  that  appears  in  the  magazine •   Subset  of  the  reference  siteSubscrip=on-­‐based  online  database  (reference  site) •   Different  beast •   Shorter  engagement  =mes •   One-­‐off  ar=cle  reading 16
  • 17. How  do  you  mone=ze  a  currently  free   digital  magazine  archive?1.  Brand  Building• Magazines  issues  are  more  impressive  than  HTML  web  pages.  • Print  is  s=ll  associated  with  higher  quality,  curated  content  than  online.• Put  up  the  archives  as  sellable  content.  2.  Traffic  Genera=on• Best  digital  magazine  soeware  generates  pages  with  unique  URLs  that  can  be  indexed  by   search.• If  content  is  shareable,  it  is  discoverable.  • If  content  is  shareable,  you  can  make  it  findable  by  crea=ng  blog  posts  that  reference  and   link  to  back  issue  content.• Back-­‐issue-­‐generated  traffic  can  produce  traffic  to  current  content3.  Lead  Genera=on• Even  if  you  keep  the  back  issues  free,  digital  magazines  provide  a  reason  for  new  users  to   visit  your  site,  register  for  email  newsle7ers,  download  content.  These  are  opportuni=es   to  gain  subscribers4.  Retail  Visibility• Even  if  you  distribute  them  freely  through  Apple,  Amazon,  Zinio,  the  visibility  in  these   channels  can  lead  to  new  customers  discovering  the  magazine 17
  • 18. By  the  Numbers2011  MPA  Survey  (magazines.org)  “The  Mobile  Magazine  Reader:  A  Custom  Study  of  Magazine  App  Users”  • 58%  of  those  surveyed  said  they  typically  found  magazine  apps  through  the  Apple   iTunes  store  or  another  electronic  magazine  newsstand.• 63%  reported  visi=ng  a  magazine’s  website  aTer  viewing  some  form  of  its  electronic   magazine  content.• 55%  read  both  current  and  back  issues  than  only  reading  current  issues.• 48%  are  “reading  fewer  copies  of  printed  magazines.”• 77%  of  respondents  want  to  know  the  real  cost  of  a  digital  magazine  app  up  front,   without  any  confusion  in  the  message.• 73%  “somewhat  agree”  or  “strongly  agree”  to  paying  a  fixed  amount  to  access  the   digital  magazine  content  on  any  plaXorm  or  device  they  choose.• 70%  of  users  would  like  the  opportunity  to  purchase  products  directly  from  digital   magazine  ar=cles. 18
  • 19. Best  Angles  of  Approach?•  Transform  the  best  stuff  for  digital  delivery•  Build  websites  designed  to  a7ract  your  target  audience•  Build  websites  that  empower  direct  to  consumer  sales•  Build  consumer  databases•  Build  rela=onships  with  Amazon,  Apple,  and  every  other   digital  media  retailer  who  makes  a  significant  contribu=on   to  selling  digital  books  and  periodicals 19
  • 20. Resources  to  Review• h7p://www.magazine.org/• h7p://zinio.com• h7p://issuu.com/• h7ps://developer.apple.com/devcenter/ios/ newsstand/• Amazon:  Kindle  Newsstand 20
  • 21. Break• Lab  on  Tues:  bring  laptops.  • Sign  up  for  Pressbooks.com h7p://pressbooks.com/wp-­‐signup.php• Download  and  install  Sigil   h7p://code.google.com/p/sigil/
  • 22. Copyright  &  DRMDigital  Rights  Management• Anything  that  controls  access  to  copyrighted  material  using  technological  means.• Technology  that  controls  what  the  buyer  can  do  with  the  digital  media:  share  a   song,  read  an  ebook  on  another  device,  copy  a  DVD• aka  Digital  Restric-ons  Management• Takes  the  possibili=es  of  digital  technology  and  micromanages  usage  op=onsPiracy• File  sharing  on  peer-­‐to-­‐peer  networks• DRM  seeks  to  limit  distribu=on  of  copyright  materials  via  these  networksFree  Content• Paid  content  that  the  customer  is  able  to  read,  use,  share  without  limits  of  filetype   or  device  respec=ng  the  spirit  of  copyright.• Free  as  in  libre,  not  free  as  in  gra-s 22
  • 23. The  Holy  Trinity  of  DRM1. Establish  copyright  for  a  piece  of  content2. Manage  the  distribu=on  of  that  content3. Control  what  the  consumer  can  do  with  that   content  once  it’s  been  distributed 23
  • 24. User/Creator,  Content,  Usage  Rights 24
  • 25. Pros?  Cons?  Approaches?• Pro:  Tool  meant  to  protect  copyright  and  revenues  for   publishers  and  authors• Pro:  Meant  to  protect  consumers  from  poor  quality  products,   low  produc=on  values,  risks  to  hardware• Con:  Physical  purchases  can  be  lent,  shared,  parted  with,  and   consumed  whenever,  wherever  and  however  oeen• Con:  Makes  it  more  difficult  to  buy,  consume  (plaworm   exclusivity,  i.e.,  Kindle  book  only  on  Kindle)Where  there  are  locks  there  are  thieves.DRM-­‐arms  race. 25
  • 26. Prep  for  Wed/ThursContent:  15  min  presenta=on  • Scope  and  requirements  that  came  out  of  the  kick-­‐off  mee7ng  (remind  us  of  where  we  came  from)• Walkthrough  the  Informa7on  Architecture  (get  us  all  on  the  same  page—naviga7on  decisions,  intended   func7onality)• Hand  off  to  DesignDesign:  30  min  presenta=on• Present  the  basis  of  your  brand  guidelines  (broad  strokes—tone,  decisions  made  on  logo  refresh,  colours,  how   it  supports  what  you  understand  about  the  audience  and  brand)• Walkthrough  the  design  compsTech:  15  min  presenta=on• Outline  the  technical  scope  and  requirements  you  iden7fied  from  the  kick-­‐off  mee7ng• Brief  outline  the  suggested  solu7on  (not  too  technical:  db  exports  xml  (file  format  readable  by  other  db),  wp   imports  xml;  Wordpress—why  seems  like  best  op7on,  what  tech  requirements  it  addresses)• Demo  your  progress  (in  par7cular,  edit  an  author  profile,  show  how  easy  it  is  to  use  the  wysiwyg  editor)• Conclude  with  next  steps  (Take  Alan/David  feedback  into  considera7on,  build  what  we  can—manage   expecta7ons  here,  ok  to  set  up  social  media  accounts)All  Groups:  Update  your  docs