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Freemium Access
Publishing
Case Study: OECD
Toby Green
Head of Publishing
toby.green@oecd.org
OECD’s publishing policy
MAXIMISE
DISSEMINATION
(everything has to be free)
FULL
COST RECOVERY
(everything needs to be priced)
$16.5M
OECD’s Mission (and target audiences)
Wordle of OECD’s Mission
Source: www.oecd.org
have different contexts
• Home or SME or mobile
• Occasional, low intensity
• No or low desire for added-
value services
• Institution, desk-bound
• High intensity, re-use
• Opportunity for value-added
support and services
Readers’ and institutional needs are
multi-faceted and evolving
Needs
Time
PREMIUM
Read on PC
Save
offline, copy-
paste
Enhanced
discovery
Download associated
data (StatLinks)
Citation tools,
Text mining
Basic
discovery
Read on
tablets
Save in
information management
systems (e.g. Mendeley)
Share, Embed
ValueSupport for
libraries
FREE
Simple
Complex
FREEMIUM
OECD’s Freemium boundary evolves
All content
free to read
online
Basic
downloadable
edition
1999 2004 2005-2010
Enhanced
downloadable
edition
20% of
pages free
to read
100% of
pages free
to read
20-30% of
books free
to downloadNon-customers (free access)
Customers (Cost recovery)
Download
by chapter
2012
Read by
chapter
Today
Services
Our offers
OECD iLibrary
SERVICES
Delivery and support:
• OECD Offices
• Partners, Agents
MOBILE
Books
Periodicals
PRODUCTS
Distribution channels:
• OECD Online Bookshop
• Tradtional Booktrade
• E-Bookshops
• Subscription agents
• Resellers
FREEMIUM means we can maximise
dissemination (more people read our stuff!)
8
-
2,000
4,000
6,000
8,000
10,000
12,000
2005 2006 2007 2008 2009 2010 2011 2012
Sold Free
In 2012, 10 out of 12
accesses were
free of charge
Downloads(‘000s)
MAXIMISE
DISSEMINATION
Freemium means cost recovery
Income(millionseuros)
0
2
4
6
8
10
12
14
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Books
Periodicals
PRODUCTS
OECD iLibrary
SERVICES
FULL COST
RECOVERY
c. 300
institutions
with access to
all titles
c. 1200
institutions
with access to
all titles
Freemium in action www.oecd-ilibrary.org
Thank you
Toby Green
Head of Publishing
toby.green@oecd.org
www.oecd-ilibrary.org
@TobyABGreen

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Freemium publishing - OECD case study. SSP 2013

  • 1. Freemium Access Publishing Case Study: OECD Toby Green Head of Publishing toby.green@oecd.org
  • 2. OECD’s publishing policy MAXIMISE DISSEMINATION (everything has to be free) FULL COST RECOVERY (everything needs to be priced) $16.5M
  • 3. OECD’s Mission (and target audiences) Wordle of OECD’s Mission Source: www.oecd.org
  • 4. have different contexts • Home or SME or mobile • Occasional, low intensity • No or low desire for added- value services • Institution, desk-bound • High intensity, re-use • Opportunity for value-added support and services
  • 5. Readers’ and institutional needs are multi-faceted and evolving Needs Time PREMIUM Read on PC Save offline, copy- paste Enhanced discovery Download associated data (StatLinks) Citation tools, Text mining Basic discovery Read on tablets Save in information management systems (e.g. Mendeley) Share, Embed ValueSupport for libraries FREE Simple Complex FREEMIUM
  • 6. OECD’s Freemium boundary evolves All content free to read online Basic downloadable edition 1999 2004 2005-2010 Enhanced downloadable edition 20% of pages free to read 100% of pages free to read 20-30% of books free to downloadNon-customers (free access) Customers (Cost recovery) Download by chapter 2012 Read by chapter Today Services
  • 7. Our offers OECD iLibrary SERVICES Delivery and support: • OECD Offices • Partners, Agents MOBILE Books Periodicals PRODUCTS Distribution channels: • OECD Online Bookshop • Tradtional Booktrade • E-Bookshops • Subscription agents • Resellers
  • 8. FREEMIUM means we can maximise dissemination (more people read our stuff!) 8 - 2,000 4,000 6,000 8,000 10,000 12,000 2005 2006 2007 2008 2009 2010 2011 2012 Sold Free In 2012, 10 out of 12 accesses were free of charge Downloads(‘000s) MAXIMISE DISSEMINATION
  • 9. Freemium means cost recovery Income(millionseuros) 0 2 4 6 8 10 12 14 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Books Periodicals PRODUCTS OECD iLibrary SERVICES FULL COST RECOVERY c. 300 institutions with access to all titles c. 1200 institutions with access to all titles
  • 10. Freemium in action www.oecd-ilibrary.org
  • 11. Thank you Toby Green Head of Publishing toby.green@oecd.org www.oecd-ilibrary.org @TobyABGreen

Editor's Notes

  1. Clay Shirky, noted US writer about all things online and digital, is, of course, a best-selling author. I bet his publisher doesn’t just push a button . . .
  2. To remind audience that the mandate is Part I statistical data only.No mandate or commitment on publicationsWe will continue to sell, including statistical data servicesPublishing Policy is unchanged save for the commitment that 100% of Part I data be freely available in basic form
  3. Key message: Delta continues the existing practice of stepping up the value chain to find revenues and using these revenues to build improved free services to non-subscribers.This is why Freemium model can work: As new needs emerge, new, innovative, premium services are provided generating the revenues to enable mature services to become free.
  4. Key message: Delta continues the existing practice of stepping up the value chain to find revenues and using these revenues to build improved free services to non-subscribers.
  5. Analytical content: 100% freeFull ‘Read’ service on iLibrary and oecd.org (now available on mobile devices)Full ‘Read’ service on Google BooksAll declassified documents free on oecd.orgData: 70% free, includingAll core indicators and data: Factbook, At a Glance, Key TablesThe most popular data from all OECD databasesNB The remaining 30% data is highly specialized. The consultant’s report concluded that making it free would represent only a marginal increase in use and impact (less than 1% of today’s free data)Dissemination figures2.4 million1.6 new revenue800k efficiencies