The document discusses strategies for interactive publishing and moving publishing beyond printed pages. It focuses on targeting individual readers, using usage data to present personalized choices, and identifying goals like attracting new readers and increasing usage. Tactics mentioned include recommendation systems, behavioral targeting, and dynamically changing content display. Examples provided are increasing usage through repurposing content in new collections and targeting pages and ads based on user interests and location.

1. Interactive Publishing Kristen Fisher Ratan HighWire Press

3. Moving Publishing Past the Page Focus on individual readers Using your site as a dynamic editorial and marketing tool Presenting users with choices that make sense to them during their natural workflow Deciding what “currencies” are important: Cash Usage Citations Registrations Membership Other

4. Strategic Level: Identify Goals Attracting new readers Increasing usage for current subscribers Converting anonymous users to registered users Creating new monetization opportunities Building up membership Adding new advantages for subscribers, members Targeting pages and advertising Increasing submissions, other user-generated content

5. Single User dbase Usage Data

6. Tactical Level: Pick Your Weapons Recommendation systems Merging user data and tracking anonymous users Targeting to user groups Behavioral targeting Intelligent choices appearing automatically Display and delivery dynamically changing Follow-through and analytics

7. Warning! The following examples are completely fictitious. Any similarity to existing or planned campaigns is coincidental, lucky or just plain spooky.

8. Increasing usage for current subscribers JAMA and the Archives Repurpose content Mix and match content in new ways Create campaigns around new collections Attract new and repeat readers within your subscribing institutions Disseminate in new ways Track usage of new collections and downloads of widgets Goal 1

9. Contents RESEARCH ARTICLES: Is Exposure to Sick or Dead Poultry Associated With Flulike Illness? Outbreaks of Avian Influenza A (H5N1) in Asia Update: Isolation of Avian Influenza A(H5N1) Viruses From Humans MEDICAL NEWS & PERSPECTIVES: Drug, Vaccine Research Target Avian Flu BOOK AND MEDIA REVIEWS: Bird Flu: A Virus of Our Own Hatching Avian Flu’s Lethality MULTIMEDIA: Avian Flu Update from Russ Lopez More  LEARN MORE Sign up for RSS/alerts On Avian Flu NOW! Find out How to Subscribe To The Avian Flu Collection Avian Flu Special Collection GO Post Code Map likely spread of Avian Flu in your region

10. Widgets: Marketing and Dissemination Tools

11. Scholarly Widgets

12. Where Widgets Can Be Found

13. Using Widgets and Ads 1. Is Exposure to Sick or Dead Poultry Associated With Flulike Illness? 2. Outbreaks of Avian Influenza A (H5N1) in Asia 3. Update: Isolation of Avian Influenza A(H5N1) Viruses From Humans 4. Bird Flu: A Virus of Our Own Hatching Avian Flu’s Lethality 5. Drug, Vaccine Research Target Avian Flu 6. Fighting Avian Flu 7. Mixed Success Found for Avian Flu Vaccine 8. Bird Flu: A Virus of Our Own Hatching MOST READ CITED AVIAN FLU SPECIAL COLLECTION AVIAN FLU SPECIAL COLLECTION Free Trial Sign Up Now! JAMA Avian Flu Update Latest Medical Information Free trial available now http://flu. jama.ama-assn.org/ Pandemic Preparedness Emerging Disease Outbreak Avian Flu

14. Monetizing Existing Content Proceedings of the National Academy of Sciences Identify those coming from outside current subscribing institutions Display purchasing options that fit with users’ needs Track effectiveness of new offers Goal 2

15. Relevant Offer Placement Related Articles: 1.------------------------------------------ 2. ----------------------------------------- 3. ----------------------------------------- 4. ----------------------------------------- 5. ----------------------------------------- Purchase all 5 now for 50% off ?

16. What We Can Know About Users

17. Targeting Pages and Ads Cold Spring Harbor Laboratory Press Pages dynamically change according to who is viewing them Users interested in different topics see different ads Users from different geographic regions see offers in their own language Learn what has worked and what hasn’t and adjust future campaigns Goal 3

18. protein characterization

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22. Key Requirements Shift in publisher resources towards digital strategists, joint marketing and online editorial efforts Ability to act quickly Experimentation at low risk Analytics to learn what works and what doesn’t Adjusting strategy and tactics regularly

23. Thank You!