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  1. 1. Publishing for the Google Generation Vikram Savkar Nature Publishing Group
  2. 2. There are underlying differencesbetween how the google generationthinks about content and how previousgenerations have thought aboutcontent.
  3. 3. Three Drivers of Change• Search engines• Crowd-sourced content• Free information
  4. 4. The shift in the information landscapehas resulted in a profoundly changedmindset.
  5. 5. The New Mindset• Search engines Parallel rather than• Crowd-sourced structured access content• Free information Punchy rather than sustained
  6. 6. The New Mindset• Search engines Convenience• Crowd-sourced content• Free information
  7. 7. The New Mindset• Search engines• Crowd-sourced content Free• Free information
  8. 8. Successful Publishing• Parallel access• Punchy and need-oriented• Convenient• Affordable
  9. 9. Caveat The ‘Google Generation’ is not a monolith
  10. 10. Modern Publishing Success Stories
  11. 11. Facebook Turned students into publishers
  12. 12. YouTube and Twitter Made information short and punchy
  13. 13. E-mail / IM Added social velocity to information
  14. 14. More Traditional Publishers Making Progress
  15. 15. Academic Earth
  16. 16. Wiley Plus
  17. 17. Nature Publishing Group
  18. 18. Notes on Rising to the Challenge• Google generation is more in the driver seat than ever before• Google generation is hypercritical of insincerity• Google generation has the same goals, but values different tools• By the time they care about scholarly publishing, they won’t quite be the ‘Google generation’
  19. 19. Specifics• Content is king . . . Protect it• Don’t repurpose, reconceive• Partner . . . There is strength in numbers • Hire young people • Build management expertise in evolution