Publishing Perspectives Backlist 2014 Randy Petway Publishing Technology Case Study

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Publishing Perspectives Backlist 2014 Randy Petway Publishing Technology Case Study

  1. 1. Evolution in the Digital Age Randy Petway, COO, Publishing Technology
  2. 2. About Publishing Technology
  3. 3. What do we do? Content Systems Royalties Permissions Editorial & Production Online Sales & Marketing Digital & Print Distribution Audience Development Global Sales Representation Telemarketing Market Research Customer Service Strategic Consulting Content Delivery Online Platforms Semantic Enrichment Mobile Ecommerce Access Entitlement
  4. 4. Global Provider BostonSomerset, NJ OxfordBath São Paulo New Delhi Beijing Sydney
  5. 5. Notable Clients
  6. 6. Publishing Technology in the News
  7. 7. Adapt to Survive or Adapt to Thrive?
  8. 8. Adapt & Thrive – 7 Habits for Publishers  Embrace change  Know your competition  Know your audience  Reach your consumer  Reclaim, reuse, recycle  Get out of your comfort zone  Avoid square pegs
  9. 9. Change is the New Normal Page 10  Publishers must move toward digital proactively, not reactively  Consumers remain one step ahead in their content consumption habits  Consumer expectations are not set by the traditional supply chain  Publishers need to evolve and change their mindset if they expect to prosper in the future
  10. 10. Know Your Audience Page 11  Readers are accustomed to free and inexpensive content  Newspapers, for example, largely orchestrated their own demise by trading paid access for web traffic without the ad revenues to make up the difference  It’s not too late for book publishers to monetize digital content by better connecting with their readers
  11. 11. Know Your Audience Page 12 Automatic recording of Customer Interests Customer Alert Management (also via Self Service)
  12. 12. Know Your Competition Page 13  Digital content vies for attention in a crowded media landscape, including movies, games and the web  Enhanced user experiences are the norm, with video, audio, reference links and added value
  13. 13. Reach Your Consumer Page 14  You can’t rely exclusively on the traditional book supply chain  B2C, B2B2C, C2C, A2C all matter  Subscriptions, timed-access, mobile and social commerce require a rethink of pricing and delivery models  Social media and online communities offer new opportunities to connect directly with readers, especially if integrated with ecommerce and fulfillment systems
  14. 14. Reach Your Consumer Page 15  Email  Social Media  Websites
  15. 15. Reclaim, Reuse, Recycle Page 16  With the right tools, publishers can tailor products for individual readers  Fragmenting and bundling of assets  New opportunities to reimagine, repackage and add value
  16. 16. Reclaim, Reuse, Recycle Product Fragmentation Page 17 Fragments can be linked together in hierarchical, and non-hierarchical relationships Ex. of a group of fragments linked together in a hierarchical relationship Product fragments can be created at the lowest level and grouped together
  17. 17. Square Pegs vs. Round Holes Page 18  Print-based systems can’t be contorted into a viable solution for digital content  B2B systems can’t be contorted into viable B2C systems  Your business infrastructure must evolve with your products  Digital has implications on product development, ecommerce, fulfillment, financials, reporting and royalty calculations, for starters
  18. 18. Get Out of Your Comfort Zone Page 19  Test new product strategies and business models in earnest  Future-proof your business
  19. 19. Get Out of Your Comfort Zone New Business Models Page 20 Items can be grouped and options applied In this example, the bundle comprises of : 2 Subscription products 1 Subscription collection (multiple subscriptions) 1 Book 1 E-Book 1 Pack of Books 3 Articles (Pick 3 from selection of 5) 1 Subscription (Pick 1 from a selection)
  20. 20. Page 21 Get Out of Your Comfort Zone New Business Models
  21. 21. Page 22 New Business Model Challenges Revenue Allocation
  22. 22. Page 23 New Business Model Challenges Invoicing & Pricing
  23. 23. Page 24 New Business Model Challenges Renewals
  24. 24. Page 25 New Business Model Challenges Service Options
  25. 25. Adapt & Thrive – 7 Habits for Publishers  Embrace change  Know your competition  Know your audience  Reach your consumer  Reclaim, reuse, recycle  Get out of your comfort zone  Avoid square pegs
  26. 26. Thank you @PublishingTech

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