STM Master Class Presentation: The Evolving Journal


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First there was the print journal. Then it went online. Now there are mobile journal sites and applications. In this session we’ll discuss how the electronic journal has evolved and what might come next. How might social networking, semantic enrichment, and mobile technologies influence the evolution of the electronic journal? What do these changes mean to publishers, authors, and, most important, consumers of journal content?

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  • Consumer trends are relevant – sure do the observations and learnings need to be ADAPTED to the scholarly world and to specific users, the jobs they’re trying to perform, and the content being accessed – YES – but they are relevant.
    Context-based connections: Using semantic tags, related content can be linked based on context, automatically connecting isolated information silos (systems, content products, across publishers, workflow, etc.)
    Search engine optimization and exposure: Semantic tags are used to expose secured content in subscription sites to public search engines, like Google and Yahoo, without risking protection of high-value copyrighted works. Letting crawlers index the metadata, a publisher can still communicate what the product page is about (e.g., Management of Diabetes Mellitus) without revealing the content to misappropriation by scrapers and hackers.
    Personalized content delivery:  matched with user preferences to provide personalized product experiences
    Repurposing content: "smart" (tagged) content can be mixed and matched with other content -"mashed up”
  • Elsevier – wiley – sage new platform
  • From Lettie’s notes:
    Casper Graswolt, OUP
    students understand now how to use Wikipedia, as research starring place
    OUP has used Wikipedia for discoverability
    Author linking program for Islamic studies = 80% increased traffic to product
    Musicologist community program, using editors to drive authors to contribute / edit entries in their curricula = 40% increased traffic
  • New formats are popping up all the time, can’t keep up if you’re having to repackage your classically stored journal content every time – takes time and money
  • STM Master Class Presentation: The Evolving Journal

    1. 1. The Evolving Electronic Journal STM Intensive Journal Course November 16, 2010 Ann Michael Twitter: annmichael
    2. 2. In the beginning… There was the print journal….
    3. 3. …and the print journal went online At first print journals were “poured” online — Looked like print — Acted like print — Nothing all that new or revolutionary
    4. 4. …and the online journal evolved Online journals started to differ from print • Multimedia • Search • More web appropriate formats • Interaction/community • Data sets and visualization
    5. 5. Publishers also evolved • They learned new languages • They learned new tools • To build relevant products they needed to understand the customer, the content, and the technology But this wasn’t new, it was just different
    6. 6. What’s next for the journal? There are many trends to watch. Let’s focus on a few. •Mobile: devices, apps, everything •Semantic enrichment •Social networking
    7. 7. …and the journal went mobile Again, the first journal apps have been mostly mobile online journals — Look like online (“optimized” for mobile*) — Act like online — Nothing all that new or revolutionary *What does that mean?
    8. 8. From: Dell Inspiron Duo
    9. 9.
    10. 10. Going mobile • Apple sold 7.46M iPads in its first two quarters – THAT was considered disappointing by the analysts! (Reuters) • “Gartner Says Mobility will be a Trillion Dollar Business by 2014” ( • Consumer trends lead the way
    11. 11. Chris Anderson, Wired
    12. 12. Chris Anderson, Wired • Anderson says Wired might move away from a website entirely • Not as interactive as mobile apps • Analytics aren’t as good – can track finger motions on iPad • Is he right – we’ll see??? • But, it’s worth considering
    13. 13. Impact of mobility • Mobile is huge • Mobile is here to stay • But the real question is: What impact will mobility have on currently exhibited consumer behavior and needs?
    14. 14. Semantic enrichment What does that even mean?
    15. 15. Semantic enrichment
    16. 16. Flexibility & Discoverability • Context-based connections — “automatically connecting isolated information silos” — Product development – repurpose content, personalized collections — Other integration (workflow, marketing) • Search Engine Optimization (SEO) — Expose indexed metadata — Protect, yet make accessible
    17. 17. Why is semantic enrichment important? • Everyone has content • No one has time Expeditious and automatic curation = Discoverability AND Scale!
    18. 18. Social networking Should journal publishers care about social networks?
    19. 19. Relevance: Consumer behavior
    20. 20. Mission • What do journals and societies do? • What do social networks do? • Is there overlap?
    21. 21. Society mission statements • Promote, advance, disseminate, and apply knowledge • Educate • Collaborate/Cooperate • Community • Engage/unite (AMA, MMS) • Support (practitioners and researchers)
    22. 22. How do journals/publishers participate? • Use existing platforms? • Build your own? • Both? It depends…
    23. 23. Some existing platforms
    24. 24. ACS on Facebook
    25. 25. OUP “on” Wikipedia • Students use Wikipedia; stop fighting it and get on board • A new kind of discovery • Editors have contractual obligation to maintain certain Wikipedia topics with links to OUP content • Musicologist community program = 40% increase in traffic to OUP links
    26. 26. General rules • Don’t just host your own party – go where the party is • Participate • Be genuine • Offer value!
    27. 27. Food for thought • Mobility and social networking are — Impacting/shaping behavior YET — Fulfilling a human need that was not previously fulfillable at this scale — Clay Shirky – consume, produce, share • Semantic enrichment is an enabler
    28. 28. More food for thought • How do the topics we’ve discussed impact the meaning of discoverability? — Mobile — Semantic enrichment — Social networks • Is discoverability a technical issue, a behavioral issue, a cultural issue, or all of the above?
    29. 29. Impact on journal publishers • Publishing mission – make high quality content usable and accessible • It isn’t just about products anymore — It’s about content — It’s about customers — It’s about support – tools & services — It’s about relationships (authors, editors, reviewers, competitors…)
    30. 30. Impact on content • Liberate content from the container • Broaden our definitions (and scope) — UGC - are comments content? — Is ours the only valuable content? — Can customers create their own “products”? • Enhance discoverability — More signal less noise — Behavioral & cultural discoverability
    31. 31. Who’s doing what? • Journal platforms — HighWire Press – H2O — Atypon – Literatum — Platforms vrs aggregators, subscription agents, and library services — Most major publishers have a journal platform or “white label” one of the above (MMS, ACS, SAGE) • Who’s innovating? — Elsevier – Article of the future, Collexis, SciVerse — Nature – New article formats, iPhone app, Connotea, Nature Networks — SAGE, AIP, MMS (NEJM), ACS…
    32. 32. …and the journal… Questions? Ann Michael Twitter: annmichael