2. AGILE EPUBLISHING
Association Case Study:

3. Overview
• Trends affecting associations
• Importance of digital publishing
• What is agile ePublishing?
• AAOS case study
– Identifying problems
– Evaluating vendors
– Implementing quickly
– Integration with other systems
– Iterate, iterate, iterate…
– Results

4. Trends Affecting Associations
• Associations need to identify non-dues revenue models
• Members are looking for more personalized and curated
information
• In the Internet age, information needs to be updated
and distributed quickly
• Richer, more seamless and interactive experiences are
expected.

5. Digital Publishing Opportunities
• Immediate delivery of content
• Browser-based accessibility when mobile via multiple platforms
• Improved discoverability of content
• Easier repurposing of content
• Ability to add value with rich media, supplements, etc.

6. Agile ePublishing Defined
• Rapid iteration to constantly improve user experience
• Content repurposing and remixing
• Ability to reach users on their preferred devices
• Personalization based on integration with existing systems
• Ability to enhance existing content and combine with new digital-
first content
• Data driven optimization
• Flexible revenue models

7. American Academy of Orthopaedic Surgeons
• Preeminent provider of musculoskeletal education to orthopaedic
surgeons and medical professionals around the world
• Professional association with 39,000 members worldwide
• Active publisher of scientific and medical education materials
since the 1950s

8. Making the Shift to Digital
• AAOS began selling ebooks in 2012
• Initial platform wasn’t agile
– Titles required an app
– High vendor royalties
– Limited options (content, integration, configuration)
• 2013 AAOS strategic goal
– Accelerate content production
– Increase flexibility of content delivery

9. Evaluating Digital Publishing Platforms
AAOS Wish List

10. AAOS Wish List
• Unified online experience
• In-house management of content production and sales with
single process for print and digital
• Direct control over revenue
• Search and social sharing
• Protection of intellectual property

11. Rapid, Agile Design Iteration
Focus on user
experience

12. Ability to Break Up, Repurpose and Remix Content

13. Delivery on Mobile Devices

14. Interactivity and Rich Media Support

15. Keys to Agile ePublishing
• Rapid ingestion of existing content
• Ability to enhance over time with rich media and new digital first content.
• Seamless cross-platform support with browser-based delivery
• Direct control from editorial through sale and fulfillment
• Integration with association management and other systems for single sign-on,
tiered pricing and personalization
• Support for flexible revenue models, including trials, subscriptions and
institutional sales.

16. Points to Consider
• How will you manage DRM?
• Will you support tablets and phones?
• Do you prefer a fixed layout for a consistent user experience
between print and digital or reflowable?
• How can you repurpose existing content (unbundling? remixing?)
• How can you support institutional customers?
• Integration with other offerings like CME?

17. Questions?
Bill Bruce, CAE
Chief Technology Officer
AAOS
bruce@aaos.org
Carlos R. Martinez
Vice President, Sales
Tizra
Carlos.martinez@tizra.com