Now That We’re Online, Where Is . . . the “Value Added” Joan Comstock Sales Director Cadmus Professional Communications 703-519-4310 ComstockJ@cadmus.com
Now That We’re Online . . .Joan ComstockSenior Sales DirectorCadmus Professional CommunicationsJoan has more than 20 years of experience in scientific, technical, medical, and otherscholarly publishing—both as a publisher and as a supplier of services to publishers. AtCadmus, Joan is involved in providing services ranging from a Web-based peer reviewsystem through composition, printing, and preparation of current and legacy content foronline delivery. Prior to joining Cadmus, Joan worked for TechBooks and for ATLISPublishing Services. Prior to that, she managed the books program at the AmericanChemical Society, which published more than 40 new titles per year. Joan has a B.S. inchemistry, plus an MBA in Management of Science, Technology, and Innovation.
Now That We’re Online:Where’s the “Value Added”? “Navigating Change” SSP 25th Annual Meeting May 28-30, 2003 Audrey D. Melkin Director of Business Development Atypon Systems, Inc.
Audrey Melkin Director of Business Development Atypon SystemsAudrey has just been named Director of Business Development at AtyponSystems. For the previous 4 ¼ years she was with CatchWord and then Ingentawhere she was most recently Vice President, Publisher Relations.In her more than 20 years in the publishing community, Audrey has specializedin the sales and marketing of scholarly and technical materials to the academicand library community. She has worked for Henry Holt, John Wiley & Sons,and Oxford University Press. Audrey is a member of the Journals Committee atthe AAP/PSP as well as the AAP Libraries Committee. She is a frequentspeaker at industry gatherings, such as the Charleston Conference, the ALA,the AAP/PSP, the AAUP, and of course here at the SSP.
Use of Electronic Resources• Two-year study of use of print journals versus electronic• Mellon Foundation/University of California study• Reported in The Charleston Report, March/April 2003
Study Findings ….• For the 8% of titles in Arts • For the 37% of titles in and Humanities use of the Physical Sciences and digital version was 10X Engineering use of the greater than print digital version was 24X greater than print• For the 9% of titles in • For the 46% of titles in Social Sciences use of the Life and Health Sciences digital version was 10X use of digital version was greater than print 9.4X greater than print
Value-added Features Users Want*• E-Communities, portals, and institutional repositories• Open access• Making content compatible with PDAs, wireless devices, eBooks, print-on-demand, etc.• “Just be on the Web”*as reported in The Charleston Report (March/April 2003)
Publishers can add value to their online content = more revenue for them• Move to value-based pricing• Charging only for consumption, not entire bundles• Pushing information to users• Teaming up to syndicate content• Selling searches of their archives through third- parties*above points from the 2003 ASIDIC Meeting as reported in Information Today, May 2003
Who’s looking for value-added and what matters to who?• Users: think the content is “free” and want easy access and say – “just give it to me!”• Libraries: concerned about cost and ease of access and say– “you’ve got to be kidding!”• Publishers: care about bottom line (yes, even the non-profits!) and say - “how am I going to recoup my investment?”
“Bells and Whistles” or what’s really needed once you’ve got:• Searching• Reference linking• E-alerts• Related articles…perhaps users are satisfied with these basics?
Then again, not all users are the same….• Society members do want “value-added” features from their professional organization, i.e., membership directories, e-communities, conferences, and CPD courses• Researchers with their “free” institutional access want the content everywhere so they can be sure they can get to it, i.e., journal aggregations, content databases, subscription agent gateways, and A & I gateways
And what about publishers….what’s really value-added for them?• Slice and dice content to create new products – and revenue streams• Integrate print and online production streams• Integrate online peer review and production work- flow systems with the hosting of their content
And what about publishers – continued….• Offer “customizable” online products and services for discrete user groups worldwide• Digitize backfiles and sell them as a specially priced package; as a premium to new subs; or, with a price rise, include in renewals• Offer new delivery formats, i.e., SVG or Scaleable Vector Graphic, an open-standard XML application that may allow for more diverse repurposing and sophisticated user interfaces
The ultimate question for publishers – whether for profit or not!Will the value you add to your content –editorially and online – be worth the price youcharge in the eyes of your customers?
The Challenge of Open Access and Public Domain Initiatives• Should publicly funded research results be disseminated free of charge?• Who should pay for information dissemination: the research funding body, the scientist/author, libraries, or the reader?• Who needs publishers anyway, since anyone can publish on the Web?
The Challenge - continued….• How can developing nations gain affordable access to the literature of the rich “North” (developed countries) and get recognition for their own research programs?• How can anyone trust published material without peer review?**above points from Jim Ashling, “Open Access and the Public Domain”, Information Today, May 2003
So, if the move accelerates to “more for free”online scholarly content and a lesser role for traditional scholarly publishers, then what is regarded as value-added and by who will become even more critical so “Get It Right!”
Thank You! Audrey D. MelkinAtypon Systems, Inc.firstname.lastname@example.org
Adding Value to Online Article SalesSociety of Scholarly Publishers Annual MeetingBaltimore, MD May 29, 2003 Wayne Manos Program Director, E-Commerce American Institute of Physics
Wayne Manos Program Director for E-Commerce American Institute of PhysicsWayne Manos is Program Director for E-Commerce at theAmerican Institute of Physics, where he heads a team ofmarketing and programming staff involved in online productdevelopment and user services. He was previously marketingmanager for journals and online products. Before joining AIP,Wayne worked at an advertising agency based in New YorkCity.
Online Article Sales• Small compared to institutional subscription sales• Growing• Marketing appears to help• Consider as “fractional content” market – Single articles, bundles, topical combinations
AIP Online Article Customers• An underserved market• Non-subscribers & “never-subscribers”• Individuals, “hidden physicists,” small high- tech companies, some .edu• Have other sources for content – Document delivery, libraries, authors, etc.,• Appeal by convenience, price, added value
Goals for Online Article Sales• Revenue• Grow customers from underserved markets• Compliment, not cannibalize, subscriptions
Sales Formula: E=MC 2Make Content = Easy 1. To Find 2. To Buy
Now That We’re Online, Where is the “Value Added”: A Case Study: Hybrid Database and Full Text ProductColleen FinleyProject Manager, Wiley InterScienceJohn Wiley & Sons, Inc.SSP Annual Meeting, May 29, 2003
Colleen Finley Project Manager John Wiley & SonsColleen is currently responsible for the project coordinationof online reference works and databases for the STMmarketplace offered through Wiley InterScience. Prior tojoining Wiley, Colleen worked for four years at ElsevierScience, Secondary Division where she was OnlineProduct Manager and New Product Development Managerfor EMBASE and several of their other secondarydatabases. Colleen also spent 11 years with BIOSIS as aSection Chief of specialty products and services anddatabase quality control.
The Starting Point• Several major print series for synthesis of chemicals containing a large number of chemical reactions; Organic Syntheses, Organic Reactions, and Fieser and Fieser• Wiley InterScience Platform: ability to deliver full text HTML content via the Internet• Reaction data for some series already indexed by major services (ISI and MDL)
What we didn’t have• Software to allow searching using chemical structures or reactions on Wiley InterScience.• Expertise in building reaction databases• Intranet solution
The solution: Build or Partner• Partnered with Accelrys – Oracle cartridge to enable structure and reaction searching in database – Developer’s kit to enable structure and reaction searching in the interface – Downloadable plugin to allow users to view chemistry on their desktop – Intranet platform for delivering reaction databases – Established chemical reaction databases and staff experienced in building them
The first joint product: Organic Syntheses• 79 Volumes (1925-present)• 2500 protocols (full text HTML)• 5500 reactions (Oracle database)• Result: A structure and reaction searchable database integrated with the full text of each article in a single product
Value added: New functionality not available in print• New ways to access the content• New ways to view the content results• New ways to use the content• Enabling the content• Integrate content with the users world• New ways to distribute the content
New ways to Access Content• Basic and advanced text search• Cumulative reaction type index• Browsable cumulative table of contents• Structure and reaction search with limit and sort capabilities
Reaction Search Support for two major drawing packages Designate Search Type Search by product/reactant name or CAS RN, catalyst, solvent, author, year or volume
Reaction Search Limits Use these options to restrict your search to reaction types, yield or temperature Use these options to sort your results
New Ways to View Content• Customizable tables• Sorts by yield, temperature, and date• View database record with all chemically significant data
Reaction Search Results All results allow linking to reaction data or full text article
Customized Results TableView selected reactions in an easy to scan table format
Chemical Database Record Link to Full Text View to all reactions in article View mappings and reaction centers
New Ways to Use Content• Tables and images can be printed or saved individually• Interactive database allows users to copy and paste reactions – to search for like reactions, – to import to drawing packages to edit and search for new reactions – to search other databases – to use in documents or lab reports
Interactive database record allows users to cut and paste or import reactions to a variety of applicationsStructure Search Report Drawing Package
Enable the Content• Hyperlinked TOC• Hyperlinked notes and bibliographic references• Unilateral links between full text and reactions• URL’s enabled
Full Text Features Hyperlinked TOC and link to databasereaction records for this article
Integrate Content with the Users World• Crossref links• Links to A&I services: – ChemPort from ACS – Medline from NLM – ISI Web of Science• Links to Local holdings using OpenURL technology• Chemists can use standard drawing packages, ISISDraw and ChemDraw, to create structures and reactions.
Reference Linking: Crossref,Local Holdings and A&I services Select reference link to via all available links
New Ways to Distribute Content• New partnership allows Intranet delivery via Accelrys to sell in conjunction with their other databases.• Standard data model allows for cross product searching across Wiley structure and reaction databases• As more series are added, new opportunities for “slice and dice” products