Best Practices In Cross Media Publishing Presentation

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  • 1. Key Trends in Cross Media Publishing Steve Paxhia Director- Publishing Practice The Gilbane Group Bill Rosenblatt Senior Analyst The Gilbane Group
  • 2. About Gilbane Group
    • Consulting and market research firm
    • New research initiatives on various aspects of digital publishing
      • Collaboration
      • Beyond the E-Book - Cross-Media Publishing Strategies
      • Digital Magazine and Newspapers
      • Enterprise Rights Management
  • 3. Outline
    • Research Study Highlights
      • Digital Magazines and Newspapers
      • Collaboration
      • Cross-Media Publishing
    • Strategic Trends in Cross-Media Publishing
      • Search and Discovery
      • E-Books and Devices
      • Content Infrastructure
    • Conclusions
  • 4. Strong Growth in Digital Periodicals Key Statistics
    • Number of titles and page views grew better than 40%
    • The number of pages read and the average length of sessions grew more than 100%
    • The number of links clicked grew than 100%
    • Number of Unique readers grew more than 150%
  • 5. Industry projecting significant growth
    • All vendors projecting growth between 30-50% in all categories this year and next
    • Growth is expected to continue in new titles, new digital readers, and time per session
    • The rate of active linking is strong and is expected to get even stronger
  • 6. Trends
    • Digital editions and websites becoming complementary
    • Search becoming an important reason for preferring digital environment
      • Prediction- more publications will offer archiving
      • Prediction- Publications will begin to work together to allow their readers to find more information on topics of keen interest
  • 7. Collaboration and Community in Book Publishing
    • Already an important force in Reference Publishing
    • Learning Communities in Higher Ed
      • Note Sharing and online interactions with faculty growing very rapidly
        • Café Scribe, VitalSource
      • Merlot, Digital Marketplace
    • Digital Initiatives growing in K-12
      • Curriki
    • SAP Netweaver Forum
    • Near-Time O’Reilly
    • Libre Digital Mash-ups
  • 8. Collaboration Data Summary
  • 9. Trends
    • Collaboration and community technology being deployed to connect customers with the publication and with each other…
    • Advertisers report being happy with the creative avenues being provided by digital advertising and also like the measurability and rapid feedback
  • 10. Search & Discovery Trends
    • The Discovery Paradox
      • Professionally selected, edited, produced content generally not findable online
      • Leads users to “good enough” free alternatives (Wikipedia)
    • SEO
      • Constant expense, black art
      • Arms race with diminishing returns
      • Limited impact anyway
  • 11. Search & Discovery: Rights
    • Key obstacle in solving Discovery Paradox
      • Not the same thing as “DRM”
    • Hugely complex problem
      • Solutions can be expensive, disruptive
      • Many publishers still in denial
    • Solutions
      • Technical (ACAP, text fingerprinting)
      • Ad hoc licensing
      • Litigation
  • 12. Search & Discovery Predictions
    • Text fingerprinting will drive licensing deals
      • Web crawling, recognition of publishers’ content on websites
    • Standards face long road ahead
      • Little incentive for search engines to play
      • Incentives will come from search startups that want to index premium content
    • Rights Information Management will grow and help
      • Publishers build rights information databases
      • Use to inform automated licensing arrangements
  • 13. E-Books Lessons from Music Industry
    • Fragmented device market
      • Amazon Kindle could become iPod of publishing, but…
      • Fragmentation impedes growth
    • Device makers try for lock-in
      • Proprietary DRM exacerbates this
      • Economic incentives need to be aligned
    • Customers want to share
      • Needs to be much easier
      • Cannot be done without device maker cooperation
  • 14. Cross-Media Infrastructure
    • CMI 1.0
      • Install centralized content management system
      • (that’s it… hope it works… usually fails)
    • CMI 2.0
      • Federated technology infrastructure
      • 80/20 rule on enterprise-level functionality
      • Investment in process, organization, and skill changes
      • Content creation treated independently from output format (not just XML…)
  • 15. CMI Example:
    • Before:
      • Consumer Reports magazine editorial staff
      • Ad hoc repurposing for books, website
      • Very limited product set
    • Media Neutral initiative
      • Reorganization of editorial by subject matter
      • Publication groups become “customers” of editorial groups
      • Cross-media content development the norm, not the exception
      • Technology mostly unchanged
    • After:
      • New product development much easier
      • A thousand online flowers bloom
    • Next up: technology, now that processes and organization are in place!
  • 16. Cross-Media Infrastructure Predictions
    • Growing awareness of product planning
      • Product/feature plans drive requirements
      • No more “build it and they will come”
    • Editorial will lead the way
      • Processes, organization, skills first
      • Technology close second
    • Metadata problem taken more seriously
      • “ MLS” skill set
      • Taxonomies
      • Tools and processes
  • 17. Prediction
    • Publishers will soon seek to be involved in the reader’s complete information cycle
      • Browse
      • Search in context
      • Link to related data
      • Present new information based on algorithms that analyze past information consumption
      • Use Geography data to present more pertinent info
  • 18. Giving Readers the Best Choices
    • Paper and Digital
    • Functionality that fits the media
    • New products for New readers
    • Communities that work
    • Business models that fit the product and media