1. It’s all about YOU

2. But, who is “YOU”?

3. Analog ‘Go Away’ universe
• Sensible strategy in
the analog age
• Too expensive to
communicate &
serve secondary
audiences

4. ‘Analog’ Career Paths
Civil society route
Lay audiences
NGOs, ‘Civil Society’
Private sector route
Admin Committee, Retired
Consultant
Researcher
Practitioner
Researcher
Teacher
Student Postgrad
Admin
Academic route

5. Now what’s changing?
‘Digital’ Career Networks
Lay audiences
NGOs, ‘Civil Society’
Admin Committee, Retired
Consultant
Researcher
Practitioner
Researcher
Teacher
Student Postgrad
Admin

6. With networks, everyone’s
a potential ‘YOU’ . . .
Lay audiences
NGOs, ‘Civil Society’
Admin Committee, Retired
Consultant
Researcher
Practitioner
Researcher
Teacher
Student Postgrad
Admin
. . . because anyone can now
influence purchasing decisions

7. The ‘YOUs’ in Analog Markets
Intermediaries
(Librarians, Booksellers, Journalists)
Mi
ss
ed
!
No
Practitioners tb
ad Researchers
(Private sector)
Bu
ll’s
-E
ye
!
Lay audiences
Students NGOs, ‘Civil Society’
(Governors & Funders!)

8. Serving ‘YOUs’ in Analog Markets
Intermediaries
(Librarians, Booksellers, Journalists)
Practitioners
Researchers
(Private sector)
Lay audiences
Students NGOs, ‘Civil Society’
(Governors & Funders!)

9. Since everyone’s
a target . . .
Lay audiences
NGOs, ‘Civil Society’
Admin Committee, Retired
Consultant
Researcher
Practitioner
Researcher
Teacher
Student Postgrad
Admin
. . . we need to adjust our sights

10. What can I do for YOU?

11. What do YOU need?
Intermediaries
(Librarians, Booksellers, Journalists)
Tools to find
Practitioners stuff faster Researchers
(Private sector)
Executive briefings, Access to data
Summaries
Primers
Lay Articles
Local languages
Lay audiences, Retired
Students NGOs, ‘Civil Society’
(Governors & Funders!)

12. But where’s the money?
Intermediaries
(Librarians, Booksellers, Journalists)
Tools to find
Practitioners stuff faster Researchers
(Private sector)
Executive briefings, Access to data
Summaries
Primers
Lay Articles
Local languages
Lay audiences, Retired
Students NGOs, ‘Civil Society’
(Governors & Funders!)

13. The networkIntermediaries
will bring it to you
(Librarians, Booksellers, Journalists)
Tools to find
Practitioners stuff faster Researchers
(Private sector)
Executive briefings, Access to data
Summaries
Primers
Lay Articles
Local languages
Lay audiences, Retired
Students NGOs, ‘Civil Society’
(Governors & Funders!)

14. So, what’s the
OECD doing for
YOU?

15. Executive Briefings
• Short and synthetic
• 4-8 pages long
• Links to free data in Excel
• References to further reading ($)

16. Executive Summaries
• Multi-lingual summaries of books
• Free online
• Links to free data in Excel
• Link to the book ($)

17. Facts (and fun) for all
• Key data, distilled and explained
• Free online
• Online Quiz
• Print & USB editions ($)
• Links to free data in Excel
• Links to databases ($$)
• References for further reading ($$)

18. Lay articles
• Short, synthetic
• Bi-monthly print
controlled circ and sub ($)
• Free online
• Links to free data in Excel
• References to further reading ($$)

19. Primers
• Short, synthetic (~120pp)
• Written by journalists/writers
• Print edition ($)
• Free online
• Links to free data in Excel
• References to further reading ($$)

20. People like you

21. Data YOU can play with

22. Data YOU can play with

23. Come on in, it’s free
GooGle books
• Our books, 100% OA
• 70,000 visits a month
• 93,000 book visits a month
• 530,000 pages viewed a month
• Traffic doubled in 2007
• Links to Amazon and our OB ($$)
• Stakeholders love it!

24. Take-home message?
• Digital means people not suited to being
a customer will find you . . .
• . . . and your stuff
• And you can’t afford to tell them to go
away . . .
• . . . because, tomorrow, they may be
suited to being a customer

25. Thank you
And if you want to find me…
toby.green@oecd.org