Michael Cairns
Managing Partner
Information Media Partners
Reusable Content
SSP Meeting San Francisco 2013
Introduction
Michael Cairns is a publishing and media executive with over 25 years experience in
business strategy, operat...
Information Media Partners
Michael Cairns established Information Media Partners in 2006 as a boutique strategy
consulting...
Introduction
 Rethinking and remixing content
 Searched, browsed, repackaged, sold
 Fragmenting, bundling, collections,...
So where are we?
 Content structured linearly
 Movement from ‘Creamy’ to ‘Chunky’
 Journals content is “better”
 Books...
What are the challenges (any surprises)?
 Reliance on the ‘document’
 Under investment in metadata
 Sclerotic internal ...
Strategic Content Planning
 Programmatic, strategic evaluation
 Format vs document
 Review
 Processes, relationships, ...
Engage and learn
 Symtext
 SIPX
 GinkgoTree
 CourseLoad
 CourseSmart
 Chegg
 Deep Dyve
 Kno
 O’Reilly Media
 Sli...
In the end we all try to “COPE”*
9
* Create Once Publish Everywhere
Strategic challenges are opportunities
 Custom and disaggregated content
distribution models are inevitable so how will
y...
Help me…What should tell them at HQ?
 Make the content less dependent on an
output format
 Chunking content while mainta...
Please review my blog post associated
with this presentation:
http://personanondata.blogspot.com/2013
/06/society-of-schol...
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Rethinking and Remixing Content: Society of Scholarly Publishers Panel 2013

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For the text commentary go to http://personanondata.blogspot.com/2013/06/society-of-scholarly-publishers-panel.html

This session will explore ways to rethink and remix content in numerous ways that can be searched, browsed, repackaged and sold to achieve the publisher’s strategic objectives. In this session today we will try to cover fragmenting, bundling, collections, cross selling, flexible e-commerce, academic adoptions, community networks, SEO and the ability to provide the right content when, where and how users want it.

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Rethinking and Remixing Content: Society of Scholarly Publishers Panel 2013

  1. 1. Michael Cairns Managing Partner Information Media Partners Reusable Content SSP Meeting San Francisco 2013
  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 Michael.cairns@infomediapartners.com 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. Introduction  Rethinking and remixing content  Searched, browsed, repackaged, sold  Fragmenting, bundling, collections, cross selling, flexible e-commerce, academic adoptions, community networks, SEO  The right content when, where and how users want it 4
  5. 5. So where are we?  Content structured linearly  Movement from ‘Creamy’ to ‘Chunky’  Journals content is “better”  Books/Textbooks all inclusive monoliths  Chapters, abstracts, metadata, keywords, etc  The customer wants it their way  Other content industries do it: Music, TV, etc.  Technology has enabled the transition 5
  6. 6. What are the challenges (any surprises)?  Reliance on the ‘document’  Under investment in metadata  Sclerotic internal processes  What is the “strategic” value of content?  Allocation of resources, time and money 6
  7. 7. Strategic Content Planning  Programmatic, strategic evaluation  Format vs document  Review  Processes, relationships, technology, etc  Evaluate your content  Who does what?  What do your customers want? 7
  8. 8. Engage and learn  Symtext  SIPX  GinkgoTree  CourseLoad  CourseSmart  Chegg  Deep Dyve  Kno  O’Reilly Media  Slice Books  CUP  And many more.. 8
  9. 9. In the end we all try to “COPE”* 9 * Create Once Publish Everywhere
  10. 10. Strategic challenges are opportunities  Custom and disaggregated content distribution models are inevitable so how will you benefit?  Permissions revenues considered incremental will become your primary revenue source  Your content platform will be the basis for broad distribution  Must improve metadata at the ‘unit’ level  Offer your own custom publishing solution  Link content across library: Leverage the principles of cross and upselling 10
  11. 11. Help me…What should tell them at HQ?  Make the content less dependent on an output format  Chunking content while maintaining a web of interrelationships across the content  Can we actively involve authors in the process?  Establish templates that support flexible content:  Book>Chapter>Image>Diagram  Description>Abstract>Key words>Concepts  Learn by example – There’s nothing wrong with borrowing  Engage the customer: Content everywhere – so how do we deliver it?11
  12. 12. Please review my blog post associated with this presentation: http://personanondata.blogspot.com/2013 /06/society-of-scholarly-publishers- panel.html Michael Cairns Managing Partner Michael.Cairns@InfoMediaPartners.com 908 938 4889 LinkedIn Twitter Blog Flickr InstaGram 12

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