Freemium Open Access Publishing - better than Green or Gold?

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This presentation, given by Toby Green, OECD's Head of Publishing at SSP Boston, May 2014, presents an alternative vision for Open Access publishing. It argues that, unlike Green and Gold OA, Freemium is both more inclusive of reader needs and requires audience-building to work. The key argument is that full-text content should be free to all but that reader-facing services that surround the content could be charged for and the income used to pay for the free service in the first place. This leaves funders and taxpayers with the choice of having to pay for publishing costs in contrast to Green and Gold where the funder or taxpayer must pay for publishing costs. Freemium means readers retain a financial lever and stake in scholarly publishing, something they don't have in Green and Gold. The presentation uses OECD Publishing's experience as a Freemium OA publisher as case study. It includes examples of OECD's free READ editions which readers are encouraged to share and embed in their websites and blogs so that viral marketing can support OECD's efforts to build a large audience for its publications and thereby underpin the freemium business model.

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  • To remind audience that
    the mandate is Part I statistical data only.
    No mandate or commitment on publications
    We will continue to sell, including statistical data services
    Publishing Policy is unchanged save for the commitment that 100% of Part I data be freely available in basic form

  • Key message: Delta continues the existing practice of stepping up the value chain to find revenues and using these revenues to build improved free services to non-subscribers.
    This is why Freemium model can work: As new needs emerge, new, innovative, premium services are provided generating the revenues to enable mature services to become free.
  • Did you know that 80% of the US popularion live within 15 miles of a Starbucks and no-one lives more than 140 miles from a Venti Latte?
    Just as Starbucks (and WallMart and IKEA and McDonalds . . even Apple) actively take their message to market and build distribution channels and outlets close to their target audiences, so must OECD. Can we get 80% of our audience within three clicks of our publications?
  • Gardner and Inger research reader behaviour among academic and high-level student audiences. They found that academics start their research for scholarly information in eleven places. A post-it and hope strategy would miss 85% of the starting points and signposts used by this audience – PAC covers almost all of these by actively posting metadata and/or full text content into these channels. The result is 122,000 referrals to OECD’s publications a month, 24% of all traffic to our publications.
  • Other audiences are no different, they each have different online ‘forests’ where they go to find information – this is especially true among professional audiences – law, finance/banking, tax – and more recently policymakers with the launch of Bloomberg Government aimed squarely at those within the Washington Beltway last year.
    For non-professional audiences (citizens and civil society activists) we use consumer channels like Google Books, Amazon and Scribd.
    And all the while, PAC is actively using social media to promote and enable audiences to engage, to participate.
    Just as Starbucks opens close to their customers and uses social media to build audience share, so OECD does the same.
    And the results are good – around 360,000 readings a month via these non-OECD channels.
  • Freemium Open Access Publishing - better than Green or Gold?

    1. 1. Learning to let go . . . Or How Freemium could be a fairer version of OA Toby Green Head of Publishing, OECD @tobyabgreen
    2. 2. “What’s a publisher’s role in today’s world?”
    3. 3. Open Access – find the missing words movement mandates readersbooks data “If you make it open . . . they will come”
    4. 4. Open Access Mandates disseminate “Thou shall deposit . . . and it will have impact”
    5. 5. Open Access business models summarised Green • Please post a version in a repository • Sometime later will do • I hope a lot of readers will benefit (although I have now given them a horrible user journey and taken away their economic ‘voice’) • I don’t want to think about costs (or the impact it may have on journal or book publishing on which my reputation and career depends) • But my conscience is clear Gold • I’ll foot the publishing bill • I hope a lot of readers will benefit (although I have now taken away their economic ‘voice’) • I don’t want to think about future costs • But my conscience is clear
    6. 6. OECD Publishing’s mandate MAXIMISE DISSEMINATION (i.e. everything has to be free) FULL COST RECOVERY (i.e. everything needs to be priced) Accountable to our members on both mandates
    7. 7. So, how do we stay out of jail? By using a: • Freemium Open Access business model
    8. 8. Freemium ? freemium NOUN A business model, especially on the Internet, whereby basic services are provided free of charge while more advanced features must be paid for. Origin early 21st century: blend of free and premium. http://www.oxforddictionaries.com/definition/english/freemium
    9. 9. Freemium is all about audience building and offering the option of moving up a value path The Audience (formerly known as readers) Anonymous Free Registered Free Anonymous Paid Registered Paid To have enough of these . . . . . . you need loads of these. Therefore, audience-building is at the heart of Freemium Open Access
    10. 10. Freemium – it’s about the value proposition A business model, especially on the Internet, whereby basic services are provided free of charge while more advanced features must be paid for. Free Anonymous Free Registered Paid Anonymous Paid Registered Discover and Read all content     Share, embed content     Personal services (e.g. alerts)   Download, cut/paste content (PDF, ePub etc)   Librarian services 
    11. 11. Freemium evolves Needs Time PREMIUM Read on PC Save offline, copy-paste Enhanced discovery Download associated data (StatLinks) Citation tools, Text mining Basic discovery Read on tablets Save in information management systems Share, Embed ValueSupport for libraries FREE Simple Complex FREEMIUM Personal services
    12. 12. But my audience is too small! “The audience which finds your knowledge interesting and useful is always larger than the audience you know.”
    13. 13. Audience building – how? Source: Edible Geography http://www.ediblegeography.com/the-spatial-distribution-of- americans-in-relationship-to-starbucks/
    14. 14. By doing all the usual discovery stuff . . . Specialist bibliographic database 10% Library systems 10% Specialist portal (e.g. Repec) 6% Content aggregator (e.g. Proquest) 9% Community service (e.g. Mendeley) 6% Website managed by key authors in field 6% Author's website 5% Publisher's website 14% Email alerts 14% General web search (e.g. Google) 10% Special web search (e.g. Scirus) 10% Source: Gardner and Inger (2012): How readers discover content in scholarly journals
    15. 15. . . . and using many delivery channels For professionals . . . . . . and the public
    16. 16. But we also have learned to let go we now encourage anyone to read and then share and embed our publications in their websites and blogs for free
    17. 17. All the content is free to Read Subscribers get access to the premium versions (PDF, ePub, Excel) Non-subscribers can purchase the premium versions too
    18. 18. Read versions are optimised for all devices . . . Clicking ‘Link/Embed’ . . . and then we let go . . .
    19. 19. No permission or license required . . . Because it’s embedded, we know it’s there . . . . . . and we know the traffic too. These buttons lead to the premium versions on our website.
    20. 20. . . . open to everyone, regardless . . .
    21. 21. Do we fulfil our mandates On dissemination? On cost recovery? Dissemination(‘000) - 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 2005 2006 2007 2008 2009 2010 2011 2012 2013 Each colour is a different service or channel And we recovered our (growing) publishing costs in every year too.
    22. 22. In conclusion – Freemium - a better form of OA? • Freemium means building an audience (You can be Free and not have an audience) • Freemium keeps the audience in the driving seat (You can be Free and ignore audience needs) • Freemium means innovation (You can be Free and stop innovating) • Freemium delivers value for money (You can be Free and build services that no-one uses) • Freemium gives taxpayers/funders a choice (To be Free taxpayers/funders must pay) • Freemium is compatible with Gold – Funders can choose to make premium features free for everyone
    23. 23. Thank you for listening toby.green@oecd.org @tobyabgreen And thanks to Banksy for the little ‘letting go’ girl

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