Innovation and the Future of E-Books   The Archaeology of the Americas Digital Monograph Initiative
Who is AADMI? <ul><li>University Press of Colorado </li></ul><ul><li>Texas A&M University Press </li></ul><ul><li>Universi...
What did AADMI propose to do?
The Problem of the  Underpants Gnomes
The Problem of the  Underpants Gnomes <ul><li>Collect Underpants = Research phase </li></ul><ul><li>What AADMI is  =  ? </...
The underpants we’ve collected: <ul><li>Archaeologists—both as producers and users of content—are eager to see this develo...
The underpants we’ve collected (cont.): <ul><li>Access: people want their cake, ice cream, pie, etc., and they want to eat...
The monkey wrench (Phase 2 = ?)  <ul><li>Channel proliferation since June 2008 when we wrote our original proposal: </li><...
The monkey wrench cont. (Phase 2 = ?)  <ul><li>Display innovation has happened since June 2008 when we wrote our original ...
The nature of AADMI’s innovation <ul><li>Where we started: technical innovation for displaying (& selling) enhanced conten...
Our business innovation <ul><li>Collaborating to develop and maintain a:  </li></ul><ul><ul><li>channel agnostic </li></ul...
What we envision <ul><li>AADMI as a pilot project in collaborative XML workflow between presses </li></ul><ul><li>Scalable...
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Archaeology of the Americas Digital Monograph Initiative

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  • *The 6 presses listed here received a collaborative planning grant from the Andrew W. Mellon Foundation in March 2009 out of Mellon’s Scholarly Monographs line of funding *These 6 presses (name them) represent roughly 11% of total content output in New World Archaeology, although we are definitely missing a few key players from the university press community.
  • *A project aimed at the collaborative creation of enhanced digital monographs in New World archaeology. *The basic idea is to go beyond PDF replication of the book and take advantage of what digital medium have to offer. *If you want more detail, you can read our full proposal to Mellon on the AADMI project site (www.archaeologyoftheamericas.com) *The core innovation we started with was the creation of a display model and a sales platform for enhanced digital monographs (website interface/database of titles from multiple presses). *Unfortunately, we find ourselves facing the problem of the underpants gnomes.
  • In a South Park episode titled “Gnomes” (Colorado’s contribution to pop culture), Eric, Kyle, Stan, and Kenny spend the night at Tweak’s house pulling an all-nighter writing an anti-corporate speech to save Tweak’s parents’ coffee shop, which is threatened because a new “Harbuck’s” Coffee is moving in next door. At some point in the middle of the night, a group of gnomes walk into Tweak’s room and steal some underpants, something Tweak had told the boys was happening on a regular basis, but none of them actually believed him. The boys accost one of the gnomes and ask him why they steal underpants. He replies “Collecting underpants is big business, get it?” They reply that they do not, so he takes them to the underground home of the gnomes to explain. There they are confronted with a huge pile of underwear. The ensuing conversation goes something like this: “ Collecting underpants is just Phase 1” says the Gnome “ So what’s Phase 2?” asks Kyle [after a moment of silence] “Hey, what’s Phase 2?” shouts the Gnome “ Phase 1, we collect underpants” replies a 2 nd Gnome “ Yeah yeah yeah, but what’s Phase 2” shouts back the first Gnome [brief silence] “Well, Phase 3 is profit, get it?” replies the 2 nd Gnome “ I don’t get it” replies Stan [a 3 rd gnome displays the chart above] “You see, Phase 1, collect underpants, Phase 2 [silence], Phase 3 profit” says the 3 rd gnome
  • How to access content: people want their cake, ice cream, pie, etc. and they want to eat it all too database access searchable, but also downloadable aggregated by sub-areas Free/Open Access (in fact, there’s a session titled “Free” going on right now)
  • If you read our grant proposal, you’ll see that there’s a lot of language in there about designing and building a platform for aggregating and displaying these enhanced monographs There are simply too many players out there dealing with the technology, and the required expertise falls outside the parameters of normal press activity We shifted toward innovating in terms of the model for business collaboration in order to create a network of partnerships to pull together a system for publishing enhanced monographs in an economical, sustainable fashion for all involved.
  • May result in an independent shared services organization to manage on behalf of presses May result in direct relationship with a vendor to handle on behalf of the presses
  • Archaeology of the Americas Digital Monograph Initiative

    1. 1. Innovation and the Future of E-Books The Archaeology of the Americas Digital Monograph Initiative
    2. 2. Who is AADMI? <ul><li>University Press of Colorado </li></ul><ul><li>Texas A&M University Press </li></ul><ul><li>University of Alabama Press </li></ul><ul><li>University of Arizona Press </li></ul><ul><li>University Press of Florida </li></ul><ul><li>University of Utah Press </li></ul>
    3. 3. What did AADMI propose to do?
    4. 4. The Problem of the Underpants Gnomes
    5. 5. The Problem of the Underpants Gnomes <ul><li>Collect Underpants = Research phase </li></ul><ul><li>What AADMI is = ? </li></ul><ul><li>Profit = Sustainable enhanced monograph program </li></ul>
    6. 6. The underpants we’ve collected: <ul><li>Archaeologists—both as producers and users of content—are eager to see this developed </li></ul><ul><li>We are going to have to set strict parameters regarding enhancements and how they are incorporated </li></ul><ul><li>Senior scholars are going to have to lead the way, not junior scholars </li></ul>
    7. 7. The underpants we’ve collected (cont.): <ul><li>Access: people want their cake, ice cream, pie, etc., and they want to eat it all too </li></ul><ul><li>Datasets are a problem </li></ul><ul><li>Need to keep the focus on synthesis and interpretation (monograph is a problematic term in archaeology) </li></ul><ul><li>A lot has changed since we originally wrote our grant proposal to Mellon </li></ul>
    8. 8. The monkey wrench (Phase 2 = ?) <ul><li>Channel proliferation since June 2008 when we wrote our original proposal: </li></ul><ul><ul><li>Success of Kindle and its impact on e-book market </li></ul></ul><ul><ul><li>Proliferation of e-book vendors (conversion as well as sales vendors) </li></ul></ul><ul><ul><li>Launch of iPad </li></ul></ul><ul><li>Sales & marketing innovation for e-book collections (University Press E-book Consortium) </li></ul>
    9. 9. The monkey wrench cont. (Phase 2 = ?) <ul><li>Display innovation has happened since June 2008 when we wrote our original proposal: </li></ul><ul><ul><li>iPad multi-media apps ( The Elements ) </li></ul></ul><ul><ul><li>Journal of the Society of Architectural Historians has come up with an elegant solution for handling multi-media components online (Current Scholarship collaboration between California & JSTOR) </li></ul></ul>
    10. 10. The nature of AADMI’s innovation <ul><li>Where we started: technical innovation for displaying (& selling) enhanced content </li></ul><ul><li>Where we are now: business innovation for collaborating to achieve economies of scale in creating enhanced content </li></ul>
    11. 11. Our business innovation <ul><li>Collaborating to develop and maintain a: </li></ul><ul><ul><li>channel agnostic </li></ul></ul><ul><ul><li>XML-first (or XML-early) </li></ul></ul><ul><li>production workflow that presses can publish into </li></ul>
    12. 12. What we envision <ul><li>AADMI as a pilot project in collaborative XML workflow between presses </li></ul><ul><li>Scalable beyond the original six presses </li></ul><ul><li>Scalable beyond New World archaeology </li></ul><ul><li>XML workflow scalable to other disciplines, if pilot succeeds </li></ul>

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