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Chunking and Reusing Content: AAUP Conference 2012


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Presentation at AAUP 2012 discussing opportunities for publishers to market and sell their content in small chunks: Chapters, images, cases, etc. What are the motivations and what are the hurdles.

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Chunking and Reusing Content: AAUP Conference 2012

  1. 1. Michael Cairns Managing Partner Information Media Partners Chunking Content AAUP Meeting Chicago 2012
  2. 2. Introduction Michael Cairns is a publishing and media executive with over 25 years experience in business strategy, operations and technology implementation. As a business executive, Mr. Cairns has successfully managed several troubled and under- performing businesses, creating new business opportunities, developing new funding sources and enhancing shareholder value for investors. His years spent as an operating executive have largely been with brand-name publishing companies such as Macmillan, Inc., Berlitz International, Wolters Kluwer Health, Reed Elsevier and R.R. Bowker. As a consultant, Mr. Cairns has worked with clients as diverse as AARP, Hewlett Packard, InterPublic Companies and Reed Elsevier with an emphasis on business strategy, market development and corporate development. His skills and experience include:  Business and corporate strategy development and implementation  Operations management and business transformation  Traditional and digital publishing and operations  Print-to-digital transformation and adoption of new business models  Software development and software services Mr. Cairns holds an MBA (Finance) from Georgetown University and a BA from Boston University. He has served on several boards and advisory groups including the Association of American Publishers, Book Industry Study Group and the International ISBN organization. Additionally, he has public and private company board experience. 2 Michael Cairns Information Media Partners Strategy Consulting New York, London, Melbourne Tel: 908 938 4889 Find me: LinkedIn Twitter Blog Flickr InstaGram
  3. 3. Information Media Partners Michael Cairns established Information Media Partners in 2006 as a boutique strategy consulting firm focused on the information and education publishing segment. The work conducted by the firm includes product development, corporate development, sales management and corporate reorganizations. We work with established businesses, private equity owners and potential acquirers. Examples of our work include:  Reorganized and re-focused a $25 million software publishing company by aligning business operations with client priorities; implementing internal collaboration tools and project management standards; re-building executive team to focus on effective and efficient management  Defined a new business strategy for a large non-profit association and advocacy group, expanding their business model into global markets to exploit their core knowledge and expertise across a broader market  Led an information technology capabilities review at a large international advertising holding company. Completed over 200 interviews in 15 international offices and multiple group focus sessions to define the operational ‘gaps’ between existing agency capabilities and those necessary and important for client delivery by region  Completed a sales management effectiveness review for a global software company and defined six key project initiatives to improve sales effectiveness, market development and account management We approach our client engagements in a standardized, logical manner which creates the best environment to identify key business drivers, administrative and logistical road blocks and/or product or market definition issues. Our investigative approach leads to better insights into your businesses and supports the development of workable solutions and recommendations for success. Visit the Information Media Partners website for more information. Sample Client List
  4. 4. Chunking Content Real or Hype?  Chunking educational content is inexorable  Large textbook publishers may be disadvantaged  Potential for price erosion  Many media examples  Music  Newspapers  Television  Journals  COPE:  Create Once Publish Everywhere 4
  5. 5. Educational Content in Market Context Ref: Bowker Pubtrack BISG Making Information Pay Conference 5
  6. 6. Pricing Always Slopes Up Ref: Bowker Pubtrack BISG Making Information Pay Conference 6
  7. 7. Individual Books Are Big Business Ref: Bowker Pubtrack BISG Making Information Pay Conference 7
  8. 8. The Franchise Textbook Ref: Bowker Pubtrack BISG Making Information Pay Conference 8
  9. 9. Custom Small but Growing Ref: Bowker Pubtrack BISG Making Information Pay Conference 9
  10. 10. Addressing the Changes in Education  Managing the cost of education & materials  Faculty and educators demand more choice  Seeking intuitive and flexible content creation processes  Expect to share content and collaborate across ‘networks’  Migration to electronic delivery of content  Growth of open-access and ‘free’ content  Growing expectation for highly customizable solutions for publishers and institutions 10
  11. 11. Thoughts and Trends  ‘Traditional’ content structured linearly  Books/Textbooks all inclusive monoliths  Generally to a set formula  Movement from ‘Creamy’ to ‘Chunky’: Digital components  Chapters, summaries, tests, supplemental material, etc.  Higher Ed leading progression inexorably  Cost drivers  Open source  Foundations and government  Technology enabling this transition 11
  12. 12. Some Examples  Indiana University  Digital platform  Content agreements with publishers  California State University  Publisher agreements: Cengage  MIT Open Courseware  Web-based publication of virtually all MIT course content  Students and ‘self-learners’ account for 85% of access  University of Minnesota 12
  13. 13. Publisher Value Challenges  Permissions revenues considered incremental will become a primary revenue source  Participating on/in platforms to for broad distribution  Improve metadata at the ‘unit’ level  Offer your own custom publishing solution  Link content across library: Leverage the principles of cross and upselling 13
  14. 14. Bookstore Value Proposition  Exclusive content for the bookstore: Single source for student  Implement a flexible, specific business model for each bookstore  Custom content drives student demand*  Higher sell-through: 91-99%  Lower (none) custom returns  Increased foot traffic: Students buy more  Students more satisfied with content’s higher utility  No product substitution available: custom by definition  Presents opportunities to reduce labor & production costs * Research: NACS, Pearson Education14
  15. 15. Protecting Content and Copyright  Georgia Case;  Making content easily available and priced reasonably  Fact: Users want to pay for content  Apple experience with music  Clearing copyright – either via CCC or directly with a publisher – has been cumbersome  Users give-up and/or steel  Technology enables better solutions  More policing – specifically LMS restraints.  Easier access to appropriate permissions will drive revenue  Permissions models will become more simple & transparent 15
  16. 16. In the end we all try to “COPE” 16
  17. 17. Please review my blog post associated with this presentation: /07/aaup-panel-meeting-content- chunking-and.html Michael Cairns Managing Partner 908 938 4889 LinkedIn Twitter Blog Flickr InstaGram 17