Think Global


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Luisa Gaggini suggests publishers to think global in order to be able to reach potential readers around the world.

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  • Thank you Marco and thanks to the Event organisers for inviting me. I am Luisa Gaggini, responsible for the Digital Products development and Digital Division at Casalini libri. This panel aims to propose an overview of Italian academic publishing in North American market and will focus onto some case studies of Italian publishers which have adopted different approaches, while offering their material to libraries, research institutions and their affiliates. The point of view is from a vendor, Casalini libri, dealing with publishers, libraries, institutions, scholars and researchers since the 50s. I shall focus, namely, on the sales of academic titles to institutions and on the economic models adopted by some publishers - in this time of transition from the paper to the electronic.
  • A quick overview of the presentation 1. Casalini at a snapshot to give the context within which we operate in the States – the focus is in fact on North America 2. Then some words on the main acquisition trends of academic material in North America 3. After I shall shall suggest reasons and opportunities for adopting the motto “think global” focussing on why selling e-content (ebooks and ejournals) to libraries is a good thing 4. Then we shall have a closer insight to economic models adopted by some publishers we co-operate with And then 5. the Conclusions
  • This slide shows the main steps in our activity
  • So, a very few words on the range of activities we have For those of you who might not know us at all, Casalini libri specialises in the supply of services to academic libraries, and serve the community of consumers such as researchers, students which move around these institutional customers. Our activity began in 1958 (I won’t bore you too much, promise) with American research institutions as a sort of mission: in fact, researchers could not find Italian academic material available in the States, Therefore Mario Casaliani, the founder of the company started sending books to professors as a favor. Then he realised that could become a business and since then we developed the business and we supply books, journals and a number of services which go along with the supply of the titles themselves. And in fact we are today 80 people working on our premises. We cover virtually all academic, research and specialised libraries in the States, more selectively also Public libraries. Our main services include New Title Information, service which has brought us to build a database of more than 1,3 million bibliographical records altogether Cataloguing according to American rules Preparation of books ready for the shelf Selection and Acquisition of titles Last but very important, our service include Budget control following strict library profiles. This means that we are responsible for the library acquisitions budget, following rigid libraries collection development parameters, the so-called acquisitions by Approval Plans. More than 300 libraries develop their collection by approval plans handled by Casalini In reason of our mediation between demand and offer, in 2000, we developed Casalini Digital Library, following pressures from American Libraries to develop an offer for electronic titles. We’ll see this with tne next slide (Every year we select and diffuse about 40.000 titles, 20.000 Italian titles and 20.000 Spanish and French titles, finetuning the selection on the customers’ profile to help libraries to focus more easily on the material that meets their collection development needs. We catalogue following Ango-American cataloguing rules, this means we are enabled to access directly Library of Congress authority files and add new entries with no further control from their part. Cataloguing process is part of the shelf-ready service: including attribution of barcorde, security strip, and shelf-location, all this information is embedded within the electronic record supplied along.
  • Her you have the tart of our sales North America is by far our major market , totalling US and Canada together 50% of total sales.
  • Among the libraries we serve, we cite a few in North America, such as Columbia, Harvard, Cornell, NY University and NY Public library, and many other in Europe
  • Such as Université de la Sorbonne, Università Cattolica in Milan and Università di Bologna
  • A few more words on how we gained experience with Casalini Digital Library. Our experience in the digital world dates back to 2000. Our Digital section was opened up following the strong advice by American libraries which foresaw the future would be electronic and we should prepare in due time to face this. We were told “Well Casalini, either you do something for the electronic, or you won’t be able to keep up with this fast-paced world”. Our initiative was the first one in Italy and an outstanding one in the Human Sciences – it was an anticipation (even too much perhaps) of what has come after 10 years. Although after ten years… we are not there yet! In the sense that paper is resisting, thank God, and e-format has not cancelled paper yet. Anyway we did our homework and offer the first Editoria Italiana Online digital collection in 2003 to keep position for Italian academic publications in the digital era. However, times were not mature for offering e-publishing in the Humanities and in these 10 years we have gathered information, learned a lot and got a good pulse – hopefully - of the market for academic ebooks. The main feature of Editoria Italiana Online was, initially, that ebooks were available in parts. The electronic version was seen as complementary to the print version. Other good reasons for havig the titles in e-format were To re-circulate om the market titles difficult to find (for example titles which made small sales in the print version) To Support publishers to keep their catalogue live for titles which were out of print To Support users in the selection of the print version before buying the print With the years, the platform has changed and developed new features, and the publishers participating to Torrossa platform have added further value to their content to meet as much as possible customers’ expectations. Today Torrossa is a platform specialised in Romance languages content, aiming to represent the academic publishing of Italy and Spain And it serves particularly small and medium-sized publishers specialised in HSS to have an international visibility and be accessible from an acknowledged portal where Italian academic publishing is available.
  • And this is the overview of progress of publishers’ participation and of content growth in Torrossa. Spanish contribution is growing pretty fastly and this is certainly a good thing for all of us , even for Italian publishers. Spanish language titles can in fact attract more readers which not necessarily might have searched and found Italian e-content. We trust that the platform profile - Romance languages content – may actually maintain and reinforce the position and presence of Italian culture and publishing abroad.
  • Here’s an overview of disciplines represented in Torrossa
  • So, let’s move to the Acquisition trends. Italian titles purchased by libraries covers a variety of disciplines, though reflecting the specifications of our publishing panorama. This means, Arts and Humanities are widely represented along with some subjects in Social Sciences . Online ( or EDI ordering for firm) , direct orders is mostly used, while it’s growing the purchase by Approval plan. This method of acquisition is widely used by North American libraries: the library outsources portions of the collection development of its library to professional dealers who receive strict selection parameters and budgets for buying titles and develops the library collections. The advantage for the library is they receive the book instead of the new-title slip, they can return it if they want. The book comes along with catalogue record, barcode and ready to be put on the shelf. Minimal effort for a quality service . An interesting change is affecting purchase of Italian titles: a few years ago many libraries bought titles to own them, just-in-case their users might ask for them , Now the trend is that they buy just-in-time: they buy some low-usage titles only if the user asks for them . This undoubtedly has a negative drawback for Italian titles as a title might never be asked by a reader if he does not find it as already available or somehow visible. Budgets for acquisition of Italian material have been revised, that is, reduced, to allow space to other languages. Usage statistics also have an impact on the decision of foreign acquisitions: if circulation is very low, that is, noone has borrowed titles for a certain subject or language, budget may be subject to reduction. Sometimes libraries adopt co-operative acquisitions : one buys, the participating libraries don’t. There has been a further shift on the acquisitions approach : budgets for print titles have been reduced in favor of budgets for the ebooks If the library policy is set to “e-preferred” that is, electronic-preferred, they can still buy the print version. If the library policy is for “e-only” and we are unable to offer electronic titles, it these cases, which are few so far, it means that the library does not buy because the title is not available in e-format.
  • Move on
  • So, the shift from print to electronic has started. In this transition, there are many acquisition or economic models co-exhisting, and probably this will continue. Institutions which have a responsibility in developing and keeping a collection throughout the times, they look for permanent access , while public libraries are voted to serve public needs rather than conservation Among the recent models, there is the PDA, Patron-Driven-Acquisitions: the library offers access to ebooks catalogue, the user picks and chooses what he/she wants to read, the acquisitions is processed straight away with no filter from the library With the DDA Demand-Driven-Acquisitions, the users’ requests are sent to the library which decides if finalise the purchase or not. In this case there is still a control over the end-user’s suggestion to purchase Another option is licensing the whole e-content database for consultation of fulltexts and purchase only those titles which are physically downloaded . With this last option all ebooks fulltexts can be consulted online. What do I mean to suggest by mentioning this? Flexibility and re-packaging of content is important to cover as much as possible market needs We’ll develop this further on.
  • Academic institutions respond to their demanding public and administrators several times with clearly stated policies For example, the University of Chicago made up the decision to cancel all print journal subscriptions, regardless the fact that and online version was available or not. Harvard University, whenever available, prefers the electronic version to the print, although they continue buying print. In general, most of American libraries aim to streamline their acquisitions policies, buy one format only (electronic) and offer as much service and value as possible to their ‘clients’ And the more library users use mobile devices, the more libraries get organised to deliver services straight to the user’s device. Stanford is already offering delivery of library services to library users’ devices So, demand for titles deliverable to end-users’ devices is growing and DRM can become an issue given the number of devices, systems etc. End user (that is, consumer) is the king and his/her expectations must be fulfilled as much as possible. Interlibrary loan is considered a must for journal articles, while there is no demand to use this option for ebooks
  • Sales for electronic materiall has grown in these last two years. At the end of 2011 we registered that the impact of electronic on our sales was already of 3% which is an important shift as three years ago it did not reach 1%.
  • So, demand for e-version is growing Sales of electronic material are growing We all need to get prepared to handle a variety of sales options Our mission is maintain a public, a readership in Italian language while keeping up with the technology and service integration. Casalini is doing this with Torrossa site, dedicated to institutional access, and TorrossaStore dedicated to consumers. We have reacted to the demand for electronic by working closely and hard with many publishers who offer their ebooks and ejournals available in digital collections or as individual titles. The criteria have been one-off purchase, with purchase of yearly increases Option to buy single ebook (depending on publisher’s offer) Ebooks can be newly published or backlist Ejournals: current and backsets Demand is to have the single ebook acquisition, dropping the Collection formula The Collection formula is helping us to cope with the transition from print to the electronic : we are responding somehow to the demand for the electronic, while new models will get mature to work with the single ebook purchase. Institutional sales prevail by far. Sales are in form of Collections, subject-based or by type of content (ejournals or ebooks). We do have demand for ebooks for institutional use but few publishers have given their authorisation. So it is not feasible yet to offer institutional ebooks until then there won’t be a critical mass We don’t have a ready model, but in a few years time institutional customers will set an aut-aut: either electronic or nothing, and by that time we better find it. Time helps to finetune what is demanded, avoiding to create virtual models with no practical adoption. We might find easier to abandon DRM in the medium run, as it takes energies, time and money without having the certainty to combat piracy For Italian material, I am to say that most of the times we have just the opposite problem: low usage , which can set in danger the continuation of part of the acquisitions. Our role is to make administrators understand that usage cannot be the only parameters, but the temptation to use metrics only to assess everything is high. For this reason we encourage to offer content, because is essential for keeping an attn to our culture even by selling material in orginal language
  • Thanks to many publishers, we can offer to academic market a wide choice of e-content. The general features of these collections are: PDF format with DRM Journals offered sliced in articles Many ebooks still offered only in parts Print, cut/paste, download of articles – selectively download of ebooks Some collections may have different use options We have not had requests for EPUB so far, given the characteristics of the academic material These are the collections of electronic titles thanks to which we have been populating the digital libraries of institutions abroad and in Italy as well.
  • Customers who buy e-collections are mostly in the States and in Italy, which is not a news given that the material is in Italian language.
  • It is extremely interesting to see that sales from e-content sales in the first 6 months of 2012 have grown up of a 75%. Some one-off purchases contributed to this boom in the sales, such as the launch of new collections. This will not repeat, however it still measures the accent to convert institutional collection for the e-content. PDF is still mostly accepted and used (the last IFLA report on digital publishign outlines clearly the differences between Trade and Academic publishing which will probably remain as such in the digital era) Stable pages, which can be cited, are still important Users also need to take reading and studying material with them. As long as they can carry ebooks with them, they may accept DRM.
  • By the motto “Think global” we wish to offer some suggestions on how to maintain and strenghthen our and your niche in the global digital world The greatest number of Italian publishers is small and medium-sized. Despite the dimensions, each publisher can and should continue its mission by finding which is its own niche. It doesn’t matter if we are small compared to big players of the industry. Casalini has been working in a niche and it has been a good thing. Anyone can offer an original contribution and find, or create, its own added-value, The important is to let people know that you are on the market, alive and kicking Since you don’t know which way your potential reader will reach you, you have to work on being present in as many access points as possible Also, working in a niche, or small does not mean that you are to drop down your prices, quite the opposite Parlare anche di Linked Data > progetto per far sì che un software legga il fulltext e attribuisca automaticamente delle keyword ‘autorizzate’ da liste di autorità codificate e convertite in inglese (Library of Congress)
  • A recent AIE study reports that average price for print is about 20€ and 11€ for the ebook Average price of our sales is 42€ for print and 15€ for ebooks, and we are talking of ebooks for individual sales, as so fare very few publishers offer single ebook for institutional sales. The information we gather is that scientific contribution and academic material can still sell if the reader see value in the book and find a fair price for it. In this, academic publishing differs from trade publishing I mean to say that you are not to decrease your cover ebook price to sell it, or perhaps only of a part of them. For a non-Italian language market, these prices are undoubtedly high, considering the heavy-discounts policy adopted by other players in the industry. However if the user or the library find a value and a justification for the price, they buy the title.
  • It is essential that we have good metadata, including keywords in English, and that metadata are distributed to as many distributors, ebookstore, discovery services, and readers communities as possible. It must be priviledged the “be there” position rather than the threat for potential abuses. For example Google Scholar, despite all the controversy, is heavily used by libraries and users and offers great visibility. Libraries do represent a good marketing channel, this is particularly true for the United States where libraries, be they physically walked in, or accessed remotely, represent a qualified resource for promoting any manifestation of culture. From our point of view libraries do increase individuals acquisitions as can assume the function of a specialised bookshop in some cases According to a survey presented by Ann Okerson at the Fiesole Retreat Series in april 2012, 85% of library users never go physically to the library > they consulted and cite only what they find available and accessible online If you are an academic publisher, you should consider that citations are produced via tools available in libraries which create bibliographies (Zotero, EndNotes, Refworks ); citations are more easily produced when fulltext is accessible; in case of unavailability of content citations might not necessarily come. There are intermediation layers called “ discovery services ” born to intercept library users searches, regardless the point where search starts from and redirect users to ebooks available, subscribed by the library,. It’s important that these services have got your metadata so that users discover your publications. Long-term preservation of e-content has become now an essential issue to cope with and libraries acquires e-content much more easily if they know that content will be stored in these archives to keep it safe for the future. CLOCKSS and Portico are the two well-established initiatives which take care of this challenging mission. If you need more information Ellis Sada will be delighted to give your more details on CLOCKSS especially. Part of our work is to interface with all these services and update regularly their databases and repositories to facilitate discovery and accessibility to publishers’ e-content.
  • A few more words on VALUE. If the publisher’s work is invaluable especially in a specific area, it is a priority to market the existence of e-format, some people will buy it, If such invaluable work is not easy to reach, your readers will find a way to have it (perhaps illegally) and you won’t get any royalties anyway. So you better master the phenomenon and offer the easy way to the reader (i.e. buy by chapters) You want your readers be part of 'the community‘ and you can contribute by exposing as much as possible your electronic availability - You should drive the change, not undergo and suffer it Small is better, agility will (probably) win: Our perception is that there is still a future for small medium-sized publishing houses, which – being small - have the ability to finetune in a more agile way over the ever-changing market Co-operations and collaboration with other players in the industry is essential to reach out all the distribution channels; you cannot do everything on your own On a different side, It must be said that the setting up of ANVUR (the Italian National Agency for the Evaluation of Academic Research Work) has forced transition to the e-versions in the last year in the Academic world. It is the author and journal’s editorial team who make pressure onto the publisher for going online A new awaress of electronic is coming along
  • Digital Rights Protection issue: our suggestion is “be bold and experiment”, is it DRM essential for ALL the titles in your catalogue? You might distribute some titles with or without DRM and monitor feedback. Publisher’s catalogue is your goldmine: review the titles, the series, the out of print and you might use different economic models for selling a newly re-packaged product. You could exploit the extreme flexibility offered by different distribution channels and distribute titles available in different options of use. Offer multiple access options and pricing, gather input from the market, and reassess your strategy Non-English language publications need to be as much present as possible > readership in Italian language is shrinking out of Italy , we don't need to loose readers on the way METRICS: Libraries use metrics to decide what to buy, publishers are to use metrics for deciding the price, especially in the transition from print to electronic
  • I have mentioned already several of these elements We now focus onto some publishers’ ebooks and ejournals collections to see the main features. The operation done was re-packaging the content available in the publisher catalogue, find an added-value to this content available in a new formula and sell it. As you will see, paper version has still a role in these collections, and this is a very interesting aspect since it may It would be important to have a smooth transition from paper to print, offering multiple models at the same time it’s a way out to see which one is the good one for this time, then another model might be suitable for the next year. In this ‘limbo’ where a model does not necessarily impose onto the others, everyone has to identify its own expectations and set its own objectives. The ideal model: sustainability for the publisher, for the end consumer and the institution In front of a demand for ebooks or ejournals, set a price and see
  • Olschki publisher has a huge catalogue So far 1000 titles have been digitised from the backlist 2000-2010, retrospectively The choice which has been offered is among single ebook purchase or subject-based collections or ‘complete’ collection A collection discount is offered for the full one. This operation has been quite successful as we have had a number of purchasers. The publisher, though with reluctance, has yielded to demand for econtent from many sides and reactions are good. The crucial point is, what to do with the new publications Is the case to set an embargo or publish them in conjuction with the print, jeopardizing the print sales The embargo might produce a ‘double sale’ for journals, since the timeliness of scientific contribution published in journals is more essential For the ebooks, institutional customers voted to the e-content – if they know that an ebook will be available, they would wait until when the ebook is realeased. So a business model is to be found to avoid that there are losses in print and not enough sales in the electronic. Publisher is to make his own calcutations and decide how set pricing The Ebook Price is 100% print price, price which is discounted of 60% if print has been already purchased Document use: copy/paste, print, download Licensing: permanent access Dilemma: concurrent distribution of print and e-book or set an embargo for print sales? Average price for books: about 40€ The crucial point is, what to do with the new publications Is the case to set an embargo or publish them in conjuction with the print, jeopardizing the print sales Our feeling is that the embargo might produce a ‘double sale’ for journals, since the timeliness of scientific contribution published in journals is more essential For the ebooks, institutional customers voted to the e-content – if they know that an ebook will be available, they would wait until when the ebook is realeased. So a business model is to be found to avoid that there are losses in print and not enough sales in the electronic. Publisher is to make his own calcutations and decide how set pricing
  • Franco Angeli offers collections of backsets on our Torrossa platform for institutions and single subscriptions for the current year with a separate offer. Both contents are available via Torrossa platform The initial formula was to keep current and backsets separate to maintain individual subscriptions; in fact the Collections have one year of embargo and libraries can find the current year in their collection only next year. This was not appreciated by customers as they should have preferred all content in the same collection. This will change in 2013 and this option shall be available: well actually this is still unofficial as this has not been announced yet. It will come soon. The publisher has proceeded by steps: received input from the market, assess them, re-refined its policy and approach to follow market requests and meet the demand to consolidate its sales in the digital world. Individual journal subscriptions current content only No permanent access on individual titles Full or Subject-based Collections Backsets Permanent access Tailored packages possible Document use: copy/paste, print, download Discounts on the collection purchase Access via Torrossa platform ADVANTAGE FOR THE PUBLISHER AND FOR THE USER (BE IT INSTITUTION OR END-USER): HAS SET A PRICE FOR DIFFERENT OPTIONS
  • You might be aware that there have been discussions going on about this publishers’ pricing policy. Pricing policy it’s of course a publisher’s decision and we are agnostic: we offer the technology and the platform to make the content available, then the publisher decides in which formula its content should be set to the public. In this presentation context, it is interesting to see the publisher approach to NO DRM. Some might say that prices do pay for any use, yes, well… that’s the decision of the public. If Fabrizio Serra journals and collections continue being subscribed it means that the publisher has been able to make meet ends and combine its interests with the interest of the readers. Individual journal subscriptions current content only No permanent access on individual titles Full or Subject-based Collections Backsets Permanent access Tailored packages possible Document use: copy/paste, print, download Discounts on the collection purchase Access via Torrossa platform
  • Think Global

    1. 1. Think Global Luisa GagginiHead of Digital Products Development Casalini Libri Milan, Summer, July 5th 2012
    2. 2. T h in k g lo b a l1. Casalini at a snapshot2. Acquisitions trends of Italian academic material in North America3. Why and how think global4. Italian publishers case studies5. Conclusions
    3. 3. C a s a lin i a t a s n a p s h o t
    4. 4. 1. C a s a l i n i a t a s n a p s h o t• Clients in 40 countries (USA, CAN, D, F, ES, I, CH, UK, PRC)• Covering virtually 100% of academic sales in USA/CAN for Italian material (public libraries selectively)• Supply of shelf-ready books (inclusive of cataloging)• Sales by Approval Plan Profiles• i libri Database catalogue of 1,3ml titles and digital objects • +20.000 Italian titles yearly • +20.000 Spanish and French titles• Digital Library and Torrossa platform, 10.000 ebooks, 500 ejournals, 200.000 e-content items
    5. 5. 1. C a s a l i n i s a l e s b y c o u n t r y ,2 0 11
    6. 6. 1. S o m e c l i e n t s N o r t h A m e r i c a
    7. 7. 1. S o m e c l i e n t s I t a l y a n d E u r o p e
    8. 8. 1. C a s a l i n i D i g i t a l L i b r a r y P r o f i l e a n d T o r r o s s a m is s io n• Represent Italian academic publishing, aiming to cover Romance languages publications• Serve particularly small and medium-sized publishers specialised in HSS• Offer integrated access to ebooks and ejournals• Access contents at a granular level• Constant mediation between needs and expectations of both publishers and academic public
    9. 9. 1. P u b l i s h e r s a n d c o n t e n t s i n To rro s s aContentsPublishers
    10. 10. 1. E b o o k s a n d e j o u r n a l s b y d is c ip lin e EjournalsEbooks
    11. 11. 2 . A c q u is it io n t r e n d s in N o r t h A m e r ic a P r in t  Online and EDI ordering  Approval plan widely used  Just-in-time vs. Just-in-case  Reduction of material selectors and funding for ‘minor’ languages  Usage statistics contribute to acquisition criteria  Co-operative acquisitions  E-preferred, E-only
    12. 12. 2 . A c q u is it io n t r e n d s in N o r t hA m e r ic a
    13. 13. 2 . A c q u is it io n t r e n d s in N o r t h A m e r ic a E le c t r o n icAcquisition models for e-books in research and academiclibraries: PDA Patron-Driven-Acquisition : the user picks and choose, no filter from the library DDA Demand-Driven-Acquisition : the users’ requests are sieved by the library before finalising the purchase Yearly subscription license + individual purchase Purchase vs. Licensing Permanent access vs. subscription access
    14. 14. 2 . A c q u is it io n t r e n d s in N o r t h A m e r ic a S o m e f e e d b a c k f r o m a c a d e m icChicago approach (e-only) in s t it u t io n sHarvard (e-preferred, one copy only in all cases)E-format has become a parameter for purchase (not onlyquality of content)InterLibrary Loan for articles (no demand for ebooks)Deliver contents to users’ wherever they areMeasure, compare, assess and refine
    15. 15. 2 . A c q u is it io n t r e n d s o f It a lia n m a t e r ia l S a le s b y t y p e o f s e r v ic e - c o n t e n t - 2 0 11
    16. 16. 2 . A c q u is it io n t r e n d s o f It a lia n m a t e r ia l A c a d e m ic E -c o n t e n t in N o r t hMaintain a readership in Italian language, keep up with the technology and servicerintegration A m e ic for institutions and TorrossaStore for consumersInstitutional sales prevailCollections subject-based or by type of content (ejournals or ebooks)- One-off purchase, purchase of yearly increases- Single ebook sales (up to publisher’s decision)- Ebooks and ejournals: current or backlist/backsets- Demand: individual ebooks for newly published titles
    17. 17. 1. C a s a l i n i D i g i t a l L i b r a r y P r o f ile a n d T o r r o s s a in t e g r a t e d s e r v ic e s E d i t o r i a I t a l i a n a O n l i n e : 6700 ebooks and 196 ejournals+backsets E d i c i ó n E s p a ñ o l a O n l i n e : 840 Spanish ebooks É c o l e F r a n ç a i s e d e R o m e : ebooks and ejournals L e o S . O l s c h k i , C o l l e c t i o n 2 0 0 0 -2 0 10 : 1000 ebooks F a b r i z i o S e r r a E d i t o r e : 119 ejournals F r a n c o A n g e l i R i v i s t e O n l i n e : 91 ejournals B i b l i o t e c a I t a l i a n a Z a n i c h e l l i: 1000 ebooks P i c k a n d c h o o s e C o l l e c t i o n s from backlists
    18. 18. 2 . E le c t r o n ic c o lle c t io n s s u b s c r i b e r s 2 0 11 b y c o u n t r y
    19. 19. 2 . A c q u is it io n t r e n d s in N o r t h A m e r ic a E -c o n t e n t s a le s
    20. 20. 3. “Think global”- Our experience• The niche• Maintain and strenghthen your/our niche• Offer an original contribution – find your added value• Diffuse the information that you are on the market, alive and kicking• Understand which are your readers, where they read, where they come to know of your new publications• Be everywthere, as you don’t know which way your potential reader will reach you• Do not drop prices down systematically
    21. 21. 3 . “ T h in k g lo b a l” P r in t a n d E b o o k p r ic in gFonte: Ufficio studi AIE su dati e-Kitāb e Casalini libri
    22. 22. 3 . W h y a n d h o w “ T h in k g lo b a l”Good metadataBe there, make your (potential) public find you and see your valueLibraries can be a good marketing channel – do your best to have something tooffer them in e-contentCitations are done more easily if content is available onlineDiscovery services and link resolving tools (i.e. ExLibris Primo Central,ProQuest Summon, EbscoDS, OCLC DS, SerialSolutions, AtoZ, SFX etc..)CLOCKSS and Portico repository, long-term preservation archives
    23. 23. 3 . W h y a n d h o w “ T h in k g lo b a l” E -c o n t e n t s a le s t o lib r a r ie sValue and PiracyYou want your readers be part of the community‘You should drive your change, not undergo itSmall is better, agility will (probably) winANVUR activity (National Agency for the Evaluation of Academic ResearchWork) has contributed to a shift of paradigm
    24. 24. 3 . W h y a n d h o w “ T h in k g lo b a l” E -c o n t e n t s a le s t o lib r a r ie sDigital Rights Protection issue: be bold and experiment, is it DRM essentialfor ALL the titles in your catalogue? You might distribute some titles withdifferent channels, with or without DRM and monitor feedback.Publisher’s catalogue is a goldmineOffer multiple access options and pricing, gather input from the market, andreassess your strategyNon-English language publications need to be as much present as possible> Italian readership abroad is shrinking, we dont need to loose readers onthe wayLibraries use metrics to decide what to buyPublishers can use metrics for deciding the price, especially in the transitionfrom print to electronic
    25. 25. 4 . It a lia n a n d a c a d e m ic p u b lic a t io n s a n d r e a d e r s h ip S o m e c a s e s t u d ie sE-format and paper format:Continuity vs. discontinuityBundled salesPricing and economic modelsAccess optionsSales by collections or by individual titlesWhat is fair pricingSustainability for the publisher, for the end consumer and the institutionIn front of a demand for ebooks or ejournals, set a price and see thereaction
    26. 26. 4 . It a lia n a n d a c a d e m ic p u b lic a t io n s a n d r e a d e r s h ipContent l s c h k i E b o o k s C o l l e c t i o n s OSelection from the backlist 2000-2010, retrospective digitisationSingle purchases availableChoice of subject-based collections or ‘complete’ collectionPick-and-choose optionEbook Price100% print price (average price for books: 40€)60% discount if print titles already purchasedDocument use: copy/paste, print, downloadLicensing: permanent accessDilemma: concurrent distribution of print and e-book or set an embargo a time for print sales?
    27. 27. 4 . It a lia n a n d a c a d e m ic p u b lic a t io n s a n d r e a d e r s h ip F r a n c o A n g e li O n lin e J o u r n a lsIndividual journal subscriptionss C o lle c t io n Full or Subject-based CollectionsCurrent content only Backsets with one year embargoNo permanent access on individual Permanent accesstitles Tailored packages availableDocument use: copy/paste, print,download Document use: copy/paste, print, downloadAccess via Torrossa Platform Discounts if currents subscriptionPricing diversified for options of use Access via Torrossa platformLicense License
    28. 28. 4 . It a lia n a n d a c a d e m ic p u b lic a t io n s a n d r e a d e r s h ip F a b r iz io S e r r a O n lin e E jo u r n a lsIndividual journal subscriptionss C o lle c t io n Full or Subject-based CollectionsCurrent content only Current content onlyCurrent Content + Backsets Current Content + BacksetsPermanent access Permanent accessDocument use: copy/paste, print, Tailored packages possibledownload – No DRM Document use: copy/paste, print,Access via Torrossa Platform or download – No DRMPublisher’s website Access via Torrossa platformLicense License
    29. 29. C o n c lu s io nSo what are the conclusions..?There is no magic formulaEach player in the publishing industry, be it a publisher, an agent, a distributor,a bookshop or a library, need to find its way, experiment, learn out ofexperience, apply, experiment again, learn again and, possibly, sell..
    30. 30. C o n c lu s io n Thank you for your attention Comments?