"Publishers as 21st Century Content Providers" What is required to be successful publishers today, to connect consumers with our content as widely, creatively, and effectively as possible? Creating a customer-centric company that is multi-product, multi-channel, and content focused requires new areas of mastery for publishers. During this presentation, Kenneth Michaels explores how publishers need to adapt to succeed, with many activities new to traditional publishing that change how we work, how we process, the tools we use, the underlying architecture, and how we prioritize strategic investment.

1. Ken Michaels
COO, Hachette Book Group
Making Information Pay
BISG Conference, May 5, 2011

2. Constructing the 21st Century Publisher
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3. “The more things change, the
more they remain the same.”
– Alphonse Karr

4. Publishing Constants
Finding Talent
Funding
Author Care
Quality of Work
Innovation
Marketing Reach
Sales and Distribution

5. “Change is the law of life
and those who look only to
the past or present are
certain to miss the future.”
– John F. Kennedy

6. The Seven Critical Success Factors
Inventory
Intelligence
Relationships

7. 1. Create Content Once for All Forms of Consumption
Physical
Marketing
Apps
B2B
Paid Communities
CONTENT
Marketing
eBook
Mobile *Enhanced

8. 2. Focus on Process:
Simplicity, Integration of Workflows,
and Continuous Improvement

9. Traditional publishing org structure … working in silos
CEO
Contracts
Publishers Operations Ad/Promo Sales Finance
& Royalties
Managing
Editorial Fulfillment
Editorial
Publicity Production Distribution
Art IT

10. 2. Focus on Process: Simplicity, Integration of Workflows,
and Continuous Improvement
Digital
Workflow
Contracts
Data DAM
& Royalties
Acquisition
Customers
Suppliers Data
Management Data Quality
Order To
Reporting
Cash
Data
Architecture
Warehouse
Publicity Management
Systems

11. 3. Master Inventory Intelligence

12. Waste
Quantity
pubdate Time
units shipped demand

13. Product
based
decisions
Publisher Distributor Bookstore
Information
based Information Flow
decisions
• POS Data Sharing • Forecasts
• Inventory levels • Promotional Activities
• Fill Rates • New Product Introduction

14. 4. Build Outreach Capacity

15. Data & Intelligence to
Inventory Forecasting
Single web-based platform
Contact List Campaign
Management Management Management
 Influencers  Targeted distribution of  Event-based, time-
marketing materials sensitive marketing
 Outbound & inbound activities:
marketing  Tours & signings
 National media spots
 Social media

16. 5. Embrace Digital Opportunities

17. Creative
Content
Author 1 Author 2 Author 3 Author 4
Social Software Pictures
Reader Building Blocks Contests
Blogs Video Audio Maps Games
Auto-Sync Digital Platform

18. 6. Establish Relationships with Customers

19. Creative
Content
Author 1 Author 2 Author 3 Author 4
Social Software Pictures
Reader Building Blocks Contests
Blogs Video Audio Maps Games
Auto-Sync Digital Platform
Commerce Analytics Marketing Community

20. 7. Foster a Strong Corporate Team Culture
& Focus On Talent Management
Career
Management Recognition &
Performance
Reward
Management
Programs
Training & Support
Development Team Culture
Recruitment HR Communi-
& Selection
Strategy cations

21. “All is connected… no one
thing can change by itself.”
– Paul Hawken
(Yoga Journal)

22. Constructing the 21st Century Publisher
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