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AAUP 2007: Digital Partners (M. Saunders)

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AAUP 2007: Digital Partners (M. Saunders)

  1. 1. Digital Partners: Part II Navigating E-books AAUP Annual Meeting Minneapolis June 16, 2007 Mark H. Saunders University of Virginia Press [email_address] edu
  2. 2. <ul><li>E-book strategy considerations </li></ul><ul><li>cost/revenue </li></ul><ul><li>sales models </li></ul><ul><li>pricing </li></ul><ul><li>sales impact </li></ul>
  3. 3. cost/revenue <ul><li>Cost: </li></ul><ul><li>to partner or not to partner </li></ul><ul><ul><li>Build your own platform </li></ul></ul><ul><li>production workflow </li></ul><ul><li>Revenue: </li></ul><ul><li>__________________? </li></ul>
  4. 5. <ul><li>Build your own? </li></ul><ul><li>capital investment </li></ul><ul><li>technical infrastructure </li></ul><ul><li>dedicated programming staff </li></ul><ul><li>marketing and subscriptions fulfillment capacity </li></ul>
  5. 6. cost/revenue <ul><li>Cost: </li></ul><ul><li>to partner or not to partner </li></ul><ul><ul><li>Build your own platform </li></ul></ul><ul><ul><li>Partner </li></ul></ul><ul><ul><ul><li>Lower production cost </li></ul></ul></ul><ul><ul><ul><li>Little to no transaction cost </li></ul></ul></ul><ul><ul><ul><li>Benefits of aggregation </li></ul></ul></ul><ul><ul><ul><li>Ebrary, netLibrary, Questia, etc. </li></ul></ul></ul><ul><li>production workflow </li></ul><ul><li>Revenue: </li></ul><ul><li>__________________? </li></ul>
  6. 7. cost/revenue <ul><li>Cost: </li></ul><ul><li>to partner or not to partner </li></ul><ul><ul><li>Build your own platform </li></ul></ul><ul><ul><li>Ebrary, netLibrary, Questia, etc. </li></ul></ul><ul><li>production workflow </li></ul><ul><ul><li>Time sink? </li></ul></ul><ul><ul><li>Can you get the right flavor of pdf out of your current workflow? </li></ul></ul><ul><li>Revenue: </li></ul><ul><li>__________________? </li></ul>
  7. 8. sales models <ul><li>Perpetual access: </li></ul><ul><li>discrete content sold one at time under set parameters </li></ul><ul><li>control over pricing </li></ul><ul><li>ease of forecasting and reporting </li></ul><ul><li>less attractive to librarians due to higher cost? </li></ul>
  8. 9. sales models <ul><li>Perpetual access: </li></ul><ul><li>discrete content sold one at time under set parameters </li></ul><ul><li>control over pricing </li></ul><ul><li>ease of forecasting and reporting </li></ul><ul><li>less attractive to librarians due to higher cost? </li></ul><ul><li>Subscription: </li></ul><ul><li>incremental revenue from deep backlist </li></ul><ul><li>revenue is too incremental </li></ul><ul><li>difficulty of forecasting and reporting </li></ul>
  9. 10. pricing <ul><ul><ul><li>Proposition: we need to have a consistent value proposition attached to our e-book pricing </li></ul></ul></ul><ul><ul><ul><li>what added value is provided by e-book—accessibility, tools </li></ul></ul></ul><ul><ul><ul><li>tiered pricing </li></ul></ul></ul>
  10. 12. pricing <ul><ul><ul><li>Proposition: we need to have a consistent value proposition attached to our e-book pricing </li></ul></ul></ul><ul><ul><ul><li>what added value is provided by e-book—accessibility, tools </li></ul></ul></ul><ul><ul><ul><li>tiered pricing. </li></ul></ul></ul><ul><ul><ul><li>setting the price: think like a librarian—an e-book is worth more if we allow unlimited (or multiple) simultaneous access </li></ul></ul></ul><ul><ul><ul><li>industry standard (emerging) for books seems to be that e-books are worth 1.5 to 2x a print book. </li></ul></ul></ul><ul><ul><ul><li>however, vendors mark up to accommodate tiered pricing, so the end price to the top tier of libraries will be higher than the price that we set: ie Ebrary, they mark up 150% to the top tier of libraries. </li></ul></ul></ul>
  11. 13. sales impact <ul><ul><ul><li>What is the impact of partnering with e-book vendors to the total books revenue stream? </li></ul></ul></ul><ul><ul><ul><li>Positive </li></ul></ul></ul><ul><ul><ul><ul><li>E-book sold where print would not have been </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Snippets of discoverable e-books on Google, Amazon, MS LiveSearch driving sale: </li></ul></ul></ul></ul><ul><ul><ul><li>Neutral=positive </li></ul></ul></ul><ul><ul><ul><ul><li>One-to-one replacement of print with e-book: frontlist/recent backlist monographs, some trade books </li></ul></ul></ul></ul><ul><ul><ul><li>Negative </li></ul></ul></ul><ul><ul><ul><ul><li>One e-book replacing multiple print sales: course adoption </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Snippets of discoverable e-books on Google, Amazon, MS LiveSearch replacing sale: reference content, etc. </li></ul></ul></ul></ul>
  12. 14. Thank you Mark Saunders University of Virginia Press [email_address]

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