Trends and Opportunities in Science and Medical Publishing


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The objective of this session is to discuss the future of science and medical publishing, both within the context of the University of Michigan Medical School and the broader scope of commercial and not-for-profit publishing organizations. We will explore ways to develop revenue opportunities that are built around the open access mechanisms supported by the various funding bodies. We will discuss some specific examples of how to take advantage of the online environment to maximize the visibility and distribution of content.

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Trends and Opportunities in Science and Medical Publishing

  1. 1. Trends & Opportunities in Science & Medical Publishing<br />Jasna Markovac<br />University of Michigan Medical School<br />Sept. 23, 2010<br />
  2. 2. Reproduced from Elsevier, Inc.<br />From this…..<br />
  3. 3. Reproduced from Elsevier, Inc.<br />To this…..<br />
  4. 4. Reproduced from Elsevier, Inc.<br />To this.<br />
  5. 5. Where were we?<br />Journals<br />Primary research<br />Clinical studies<br />Reviews<br />Books<br />Monographs<br />Multi-authored texts<br />References<br />Encyclopedias<br />Manuals<br />
  6. 6. Where are we?<br />Books<br />Monographs<br />Multi-authored texts<br />References<br />Encyclopedias<br />Manuals<br />Journals<br />Primary research<br />Clinical studies<br />Reviews<br /> Electronic content<br />
  7. 7. How much does it cost?<br />Everything on the Internet is not free<br />Real publishing costs<br />Viable business models<br />What to charge for?<br />What is the “unit” of sale?<br />How much to charge?<br />By usage? <br />By download?<br />
  8. 8. Publishing models<br />Subscriptions<br />Reader pays<br />Libraries, end users, individual consumers<br />“Open Access”<br />Author pays<br />Upon submission of content<br />Public access upon publication<br />Author choice<br />Author may pay for public access to content on publication<br />Delayed access<br />Content free after period of time post publication<br />
  9. 9. What’s Next?<br />Information Communities<br />Monographs<br />Multi-authored texts<br />References<br />Encyclopedias<br />Manuals<br />Primary research<br />Clinical studies<br />Reviews<br />Modular, layered content, cross-linking, linking out to other resources<br />Electronic content delivery<br />
  10. 10. How will it look?<br />Developed as an electronic product<br />Modular content creation<br />Detailed reference linking<br />Fully linked & cross-referenced<br />Core content + layered content<br />Supplementary material<br />Gene sequences, clinical case reports, animations<br />Designed for various audiences<br />Students, teachers, researchers, physicians<br />Designed for various markets<br />Libraries, individuals, industry, government<br />Print on demand<br />
  11. 11. Are we there yet?<br />Challenges<br />Organization – editorial and production/publication<br />Need to have sustained content generation<br />Cost – setup and maintenance<br />Who pays for all this?<br />Largely unproven business models<br />Should we charge? How much to charge?<br />What about Open Access?<br />What should be free?<br />How will it be supported?<br />
  12. 12. Are we there yet?<br />Opportunities<br />“One stop shop” for medical and scientific information<br />Takes advantage of current and developing technology<br />Custom publishing, new products, tools<br />Social networking<br />Branding<br />Community building<br />
  13. 13. What’s happening now?<br />Information communities are currently being developed by:<br />Learned societies<br />Commercial publishers<br />Not-for profit organizations<br />University departments<br />Large laboratories<br />But, still at a very early stage<br />
  14. 14. How to publish?Where to publish? How to decide? <br />
  15. 15. Depends on type of content <br />Primary research material, clinical studies, case reports – JOURNALS<br />Which journal(s)?<br />What’s important to me?<br />Impact factor?<br />Top tier journals, with highest IFs<br />Top notch editors, editorial boards<br />Open access?<br />Open access/open choice journals<br />Need to pay author fees<br />Funding requirements<br />NIH, HHMI, Wellcome, other<br />
  16. 16. U-M joins COPE<br />COPE: compact for open-access publishing equity<br />Consortium facilitates dissemination of scholarly works by supplementing publication fees<br /><br />
  17. 17. COPE<br />Signatories (to date)<br />Cornell University<br />Dartmouth College <br />Harvard University <br />Massachusetts Institute of Technology <br />University of California at Berkeley <br />University of Ottawa <br />Columbia University  <br />Memorial Sloan-Kettering Cancer Center  <br />University of Michigan  <br />
  18. 18. Depends on type of content <br />Review materials, educational materials – BOOKS<br />What type of book?<br />Single author, monograph<br />Chapter(s)/article(s) in reference books<br />Textbook<br />What’s important to me?<br />Visibility<br />Open access?<br />Broad-based, global marketing?<br />Publisher experience<br />Need help with content development, manuscript prep?<br />No help needed – can do it myself – self-publishing?<br />Revenue generation<br />Do I want to make some money from my publication?<br />
  19. 19. “Textbooks”<br />How to publish a textbook?<br />Identify your priorities/goals<br />Identify your market<br />Assess your resources<br />Possible publication venues<br />Commercial company<br />University Press<br />Self-publish<br />For profit<br />As OER<br />
  20. 20. Building an information community<br />Identify the ‘community’<br />Department, Laboratory, Discipline<br />Identify leadership<br />“Editor-in-chief”, “Editorial/advisory” board<br />Plan for content development<br />Who will generate content? Over what period of time?<br />Plan for web development<br />Choose your tech partner(s) – University/other resources<br />Assess your (financial) resources<br />How much will it cost, for set up, over time?<br />Make a plan<br />GO FOR IT!<br />
  21. 21. Publishing @ Michigan<br />Opportunities for collaboration<br />Technological resources<br />MLibrary – MPublishing<br />Deep Blue – institutional repository<br />Scholarly publishing office<br />UM Press<br />Copyrights office<br />Michigan MultiMedia<br />Web, video, print, presentations<br />
  22. 22. Publishing @ Michigan<br />Publishing & Related Business Development – Office of the Dean, UMMS<br />Publishing advice<br />How to publish and where to publish?<br />Choosing the best vehicle for maximal visibility and distribution<br />Choosing the best publisher<br />Contract negotiations<br />How to secure the most attractive terms in order to achieve the desired outcome<br />Author rights<br />Retention of copyright, maximal freedom to use material<br />Institutional repository rights<br />Other repositories, funding requirements <br />
  23. 23. Publishing @ Michigan<br />Publishing & Related Business Development – Office of the Dean, UMMS<br />Editorial services<br />Help faculty, staff, and students develop content for publication<br />Information communities<br />Provide project management<br />Electronic references<br />Manage editorial roles, publisher liaison<br />Journal management<br />New journal initiatives<br />Editorial management of existing journals<br /><br />