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Freemium Access
A Case Study in Sustainable
Publishing: OECD
Toby Green
Head of Publishing
toby.green@oecd.org
Open Access...
“The audience which finds your
content interesting and useful
is always larger than
you think.”
AuthorsResearchersStudents...
Demand for scholarly works:
More students = more readers in the future
50% going to university
c.14 countries in 2000
25 c...
. . . and all these graduates are growing
up in a knowledge economy . . .
No! You have to
subscribe to
knowledge!
. . . and the policymakers and funders
are listening . . . and acting . . .
What do you mean, these reports
cost money? We...
. . . so publishers are reacting . . .
Don’t worry, Dad, I’m going to turn this
company around 360 degrees!
AuthorsResearchersStudentsPractitioners, unaffiliated researchers,
educated layman . . . .
. . . by turning their attentio...
We need a little balance (and calm)
For the benefit of all stakeholders in the knowledge economy:
• Authors
• Funders
• Ta...
OECD‟s publishing policy
MAXIMISE
DISSEMINATION
(everything has to be free)
FULL
COST RECOVERY
(everything needs to be pri...
Readers have different contexts
• Home or SME or mobile
• Occasional, low intensity
• No or low desire for added-
value se...
Readers‟ and institutional needs are
multi-faceted and evolving
Needs
Time
PREMIUM
Read on PC
Save offline,
copy-paste
Enh...
OECD‟s Freemium boundary evolves
All content
free to read
online
Basic
downloadable
edition
1999 2004 2005-2010
Enhanced
d...
Our offers
OECD iLibrary
SERVICES
Delivery and support:
• OECD Offices
• Partners, Agents
MOBILE
Books
Periodicals
PRODUCT...
FREEMIUM means we can maximise
dissemination (more people read our stuff!)
14
-
2,000
4,000
6,000
8,000
10,000
12,000
2005...
Freemium means cost recovery
Income(millionseuros)
0
2
4
6
8
10
12
14
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 20...
Freemium in action www.oecd-ilibrary.org
Thank you
Toby Green
Head of Publishing, OECD
toby.green@oecd.org
www.oecd-ilibrary.org
@TobyABGreen
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OECD, Toby Green

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OECD, Toby Green

  1. 1. Freemium Access A Case Study in Sustainable Publishing: OECD Toby Green Head of Publishing toby.green@oecd.org Open Access Monographs in the Humanities and Social Sciences Conference. July 1-2, 2013
  2. 2. “The audience which finds your content interesting and useful is always larger than you think.” AuthorsResearchersStudentsPractitioners, unaffiliated researchers, educated layman . . . . Do we know our audience . . .?
  3. 3. Demand for scholarly works: More students = more readers in the future 50% going to university c.14 countries in 2000 25 countries in 2010 But they won’t all go into research or work in subscribing institutions
  4. 4. . . . and all these graduates are growing up in a knowledge economy . . . No! You have to subscribe to knowledge!
  5. 5. . . . and the policymakers and funders are listening . . . and acting . . . What do you mean, these reports cost money? We paid for the @*^%$ research!
  6. 6. . . . so publishers are reacting . . . Don’t worry, Dad, I’m going to turn this company around 360 degrees!
  7. 7. AuthorsResearchersStudentsPractitioners, unaffiliated researchers, educated layman . . . . . . . by turning their attention to authors (and their funders) . . .at the risk of ignoring the needs of . . . READERS(and their institutions)
  8. 8. We need a little balance (and calm) For the benefit of all stakeholders in the knowledge economy: • Authors • Funders • Taxpayers • Readers • Publishers • Policymakers • Librarians . . . FREEMIUM And we think may be the new publishing paradigm
  9. 9. OECD‟s publishing policy MAXIMISE DISSEMINATION (everything has to be free) FULL COST RECOVERY (everything needs to be priced) $16.5M
  10. 10. Readers have different contexts • Home or SME or mobile • Occasional, low intensity • No or low desire for added- value services • Institution, desk-bound • High intensity, re-use • Opportunity for value-added support and services
  11. 11. Readers‟ and institutional needs are multi-faceted and evolving 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 (e.g. Mendeley) Share, Embed ValueSupport for libraries FREE Simple Complex FREEMIUM
  12. 12. OECD‟s Freemium boundary evolves All content free to read online Basic downloadable edition 1999 2004 2005-2010 Enhanced downloadable edition 20% of pages free to read 100% of pages free to read 20-30% of books free to downloadNon-customers (free access) Customers (Cost recovery) Download by chapter 2012 Read by chapter Today Services
  13. 13. Our offers OECD iLibrary SERVICES Delivery and support: • OECD Offices • Partners, Agents MOBILE Books Periodicals PRODUCTS Distribution channels: • OECD Online Bookshop • Tradtional Booktrade • E-Bookshops • Subscription agents • Resellers
  14. 14. FREEMIUM means we can maximise dissemination (more people read our stuff!) 14 - 2,000 4,000 6,000 8,000 10,000 12,000 2005 2006 2007 2008 2009 2010 2011 2012 Sold Free In 2012, 10 out of 12 readings were free of charge Downloads(„000s) MAXIMISE DISSEMINATION
  15. 15. Freemium means cost recovery Income(millionseuros) 0 2 4 6 8 10 12 14 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Books Periodicals PRODUCTS OECD iLibrary SERVICES FULL COST RECOVERY c. 300 institutions with premium services to all titles c. 1200 institutions with premium services to all titles
  16. 16. Freemium in action www.oecd-ilibrary.org
  17. 17. Thank you Toby Green Head of Publishing, OECD toby.green@oecd.org www.oecd-ilibrary.org @TobyABGreen

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