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Interactive Publishing  Kristen Fisher Ratan    HighWire Press
Moving Publishing Past the Page• Focus on individual readers• Using your site as a dynamic editorial and marketing  tool• ...
Strategic Level: Identify Goals•   Attracting new readers•   Increasing usage for current subscribers•   Converting anonym...
Single User dbase   Usage Data
Tactical Level: Pick Your Weapons• Recommendation systems• Merging user data and tracking anonymous  users• Targeting to u...
Warning!  The following examples are completely  fictitious. Any similarity to existing orplanned campaigns is coincidenta...
Goal 1   Increasing usage for current subscribers  • JAMA and the Archives  • Repurpose content         – Mix and match co...
Avian Flu Special Collection                                                                                              ...
Widgets: Marketing and Dissemination Tools                                        10
Scholarly Widgets
Where Widgets Can Be Found
Using Widgets and Ads                                                           Avian Flu AVIAN FLU          SPECIAL COLLE...
Goal 2         Monetizing Existing Content  • Proceedings of the National Academy of    Sciences  • Identify those coming ...
Relevant Offer Placement?                        Related Articles:                        1.------------------------------...
What We Can Know About Users                               16
Goal 3          Targeting Pages and Ads  • Cold Spring Harbor Laboratory Press  • Pages dynamically change according to wh...
protein characterization
Building on What We KnowYour Google Search of “protein characterization” will return 2665 results on this site            ...
蛋白质描述特性由LA CARACTERIZACIÓN DE LAPROTEÍNA POR TECLEO单模纤维UNIMODAL DE LA FIBRA   click                               DynaPro ...
Key Requirements• Shift in publisher resources towards digital  strategists, joint marketing and online editorial  efforts...
Thank You!
271 kristen ratan interactive_mkg_ssp2008_v0 6
271 kristen ratan interactive_mkg_ssp2008_v0 6
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271 kristen ratan interactive_mkg_ssp2008_v0 6

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271 kristen ratan interactive_mkg_ssp2008_v0 6

  1. 1. Interactive Publishing Kristen Fisher Ratan HighWire Press
  2. 2. 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 3 – Other
  3. 3. 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 4
  4. 4. Single User dbase Usage Data
  5. 5. 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 6
  6. 6. Warning! The following examples are completely fictitious. Any similarity to existing orplanned campaigns is coincidental, lucky or just plain spooky.
  7. 7. Goal 1 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 8
  8. 8. Avian Flu Special Collection LEARN MORE Contents RESEARCH ARTICLES: Sign up for Is Exposure to Sick or Dead Poultry Associated With Flulike Illness? RSS/alerts Outbreaks of Avian Influenza A (H5N1) in Asia Update: Isolation of Avian Influenza A(H5N1) Viruses From Humans On Avian Flu MEDICAL NEWS & PERSPECTIVES: Drug, Vaccine Research Target Avian Flu BOOK AND MEDIA REVIEWS: NOW! Bird Flu: A Virus of Our Own Hatching Avian Flu’s Lethality MULTIMEDIA: Avian Flu Update from Russ Lopez Find out More How to SubscribeMap likely spread To Theof Avian Flu in Avian Fluyour region 9 Collection Post Code GO
  9. 9. Widgets: Marketing and Dissemination Tools 10
  10. 10. Scholarly Widgets
  11. 11. Where Widgets Can Be Found
  12. 12. Using Widgets and Ads Avian Flu AVIAN FLU SPECIAL COLLECTION Emerging Disease OutbreakMOST READ CITED1. Is Exposure to Sick or Dead AVIAN FLUPoultry Associated With Flulike SPECIAL COLLECTION Pandemic PreparednessIllness?2. Outbreaks of Avian Influenza A(H5N1) in Asia3. Update: Isolation of AvianInfluenza A(H5N1) Viruses FromHumans JAMA Avian Flu4. Bird Flu: A Virus of Our Own UpdateHatching Avian Flu’s Lethality Latest Medical Information5. Drug, Vaccine Research TargetAvian Flu Free Trial Free trial available now http://flu. jama.ama-assn.org/6. Fighting Avian Flu7. Mixed Success Found for Avian Sign Up Now!Flu Vaccine8. Bird Flu: A Virus of Our OwnHatching 13
  13. 13. Goal 2 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 14
  14. 14. Relevant Offer Placement? Related Articles: 1.------------------------------------------ 2. ----------------------------------------- 3. ----------------------------------------- 4. ----------------------------------------- 15 5. ----------------------------------------- Purchase all 5 now for 50% off
  15. 15. What We Can Know About Users 16
  16. 16. Goal 3 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 17
  17. 17. protein characterization
  18. 18. Building on What We KnowYour Google Search of “protein characterization” will return 2665 results on this site 仅成员: Miembros solamente: Members Only: •La tapa del redactor 编辑的上面采 •Editor’s Picks escoge •Podcasts 摘 • Podcasts • New Protocols • los nuevos protocolos •新的协议 现在报名 Ahora firme Sign up now para arriba y 参加并且 and receive reciba un 接受 50% 50% descuento del 折扣 ! 50% discount! 19
  19. 19. 蛋白质描述特性由LA CARACTERIZACIÓN DE LAPROTEÍNA POR TECLEO单模纤维UNIMODAL DE LA FIBRA click DynaPro 板 El lector de la 材读者比您 placa de 与批 DLS DynaPro hace le por lo 系统使您至 menos 10 少 10 倍有 veces más 生产力 productivas que usted está DLS con un sistema de la hornada DLS 20
  20. 20. 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 22
  21. 21. Thank You!

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