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AAUP 2008: E-Journal Sales (M.R. Muccie)


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AAUP 2008: E-Journal Sales (M.R. Muccie)

  1. 1. Selling to Libraries II What Have We Learned from E-Journal Sales? Mary Rose Muccie JHUP, Project Muse
  2. 2. Project MUSE <ul><li>340 humanities and social science journals contributing current content </li></ul><ul><li>80 not-for-profit publishers </li></ul><ul><li>Over 1500 library subscribers worldwide </li></ul><ul><li>Over 90% are part of a consortium </li></ul><ul><li>One third from outside North America </li></ul><ul><li>Advisory Board and Publisher Working Group </li></ul>
  3. 3. A Librarian’s Perfect E-Book <ul><li>Pay for it once </li></ul><ul><li>No proprietary technology </li></ul><ul><li>Link to POD, with discounted print pricing </li></ul><ul><li>Unlimited simultaneous users </li></ul><ul><li>Same title not available from multiple sources </li></ul><ul><li>Flexibility in selection </li></ul><ul><li>XML (HTML) and PDF content </li></ul><ul><li>Title-level MARC records </li></ul><ul><li>Managed by existing ERM systems (e.g., Serials Solutions) </li></ul><ul><li>OpenURL enabled </li></ul>
  4. 4. Challenges <ul><li>License vs. Host </li></ul><ul><li>Cost vs. Revenue </li></ul><ul><li>Sales Models </li></ul><ul><li>Author Royalties </li></ul><ul><li>Licensing and Access </li></ul><ul><li>Workflow </li></ul><ul><li>Corporate Culture </li></ul>
  5. 5. License vs. Host <ul><li>Talk to 10 librarians, get 10 different answers about what they want </li></ul><ul><li>There is no one-stop-shop for everyone </li></ul><ul><li>Aggregator licensing contracts often don’t return sustainable revenue </li></ul><ul><li>Your intellectual property is subject to the aggregator’s successes and failures </li></ul><ul><li>Hosting means choosing between build vs. buy </li></ul>
  6. 6. Costs vs. Revenue <ul><li>(Good) Technology is expensive, and it’s a vanishing horizon </li></ul><ul><ul><li>Building is out of reach for most publishers </li></ul></ul><ul><ul><li>Buying means taking a risk on a tech vendor/partner </li></ul></ul><ul><li>Sales are declining </li></ul><ul><ul><li>We all know about library budget crunches </li></ul></ul><ul><ul><li>Competition for consumer attention </li></ul></ul><ul><li>Marketing budgets need to expand </li></ul>
  7. 7. Sales Models <ul><li>Single titles to consumers </li></ul><ul><li>Single titles to libraries </li></ul><ul><li>Collections to libraries </li></ul><ul><ul><li>Publisher based </li></ul></ul><ul><ul><li>Subject based </li></ul></ul><ul><ul><li>Season based </li></ul></ul><ul><li>Collections to consumers </li></ul><ul><li>Single-chapter sales </li></ul><ul><li>One size will never fit all </li></ul>
  8. 8. Author Royalties <ul><li>E-journals won’t help you here </li></ul><ul><li>Do you restructure author contracts to change royalty scales for e-books? </li></ul><ul><li>How do you incorporate calculation of these royalties into back-office systems? </li></ul>
  9. 9. Licensing and Access <ul><li>What are they buying? </li></ul><ul><ul><li>Timed access </li></ul></ul><ul><ul><li>Perpetual access/ownership </li></ul></ul><ul><ul><ul><li>How is that delivered? Role for Portico/LOCKSS/CLOCKSS? </li></ul></ul></ul><ul><li>Printing limitations </li></ul><ul><li>Campus-wide or restricted </li></ul>
  10. 10. Workflow <ul><li>E-journal delivery for MUSE publishers falls at the end of production process </li></ul><ul><ul><li>Just another place to send the final files </li></ul></ul><ul><li>E-books can work that way as well, but you’re paying twice for “composition” </li></ul><ul><ul><li>XML up front opens a wide range of possibilities </li></ul></ul><ul><ul><ul><li>Features, functionality, granularity of delivery and sales </li></ul></ul></ul>
  11. 11. Corporate Culture <ul><li>Not your approach to change, but how you fundamentally define yourself </li></ul><ul><li>Pride in being a publisher of books </li></ul><ul><ul><li>Love of the ink-on-paper result </li></ul></ul><ul><ul><ul><li>Beautiful jackets, carefully chosen typography, kerning, leading, art sizing, PMS colors </li></ul></ul></ul><ul><li>Put an XHTML book in the hands of a user and all bets are off </li></ul>
  12. 12. Some Lessons from E-Journals <ul><li>E-only pricing models vary </li></ul><ul><ul><li>Usage-based pricing </li></ul></ul><ul><ul><li>Bundling e+p (slow erosion?) </li></ul></ul><ul><ul><li>Access vs. ownership </li></ul></ul><ul><li>There’s value (and shared cost and risk) in the aggregation </li></ul><ul><li>Consortial sales models are necessary </li></ul><ul><li>International markets have tremendous potential…but sales take tremendous effort </li></ul><ul><ul><li>Prepare to negotiate </li></ul></ul>
  13. 13. Thank you! Mary Rose Muccie Director, Project MUSE [email_address] 1-410-516-6981