Content Marketing Trends and New Ways to Generate Revenue · Repurpose Articles into eBooks New...

transcript

Tim Cross Product Marketing Manager

Content Marketing Trends and

New Ways to Generate Revenue

CSE 2012 Annual Meeting ▪ 18 – 21 May 2012 ▪ Sheraton Seattle Hotel

Repurpose Articles into eBooks

Two Possibilities to Think About

• Compile articles previously published in journal issues and package as ebook – “a vertical slice”

• Release new edition of previously published book as ebook

Value add o Full color o Internal and external links

Things to consider o Copyrights o Marketing o Author compensation or reward o To edit or not to edit o PDF or ePUB?

PDF or EPUB?

• Fixed page format • Viewable on any platform • Stable, predictable • Difficult to read on hand-held devices • Citations not linked

• XML-based distribution format standard for ebooks

• Standard for all readers except Kindle (Mobipocket)

• Reflowable text • Internal and external links • EPUB 3 creates new possibilities for science

publishers

• Conversion • Apple/Amazon fees and percentage

• Conversion = $0.50 to $1.25 per page (industry average) • Depends upon vendor • Depends upon complexity • Complex = tables, math, display equations

• One conversion one file infinite copies • Repurposing existing content Sale price x copies sold − Conversion − Apple/Amazon _____________________

= Revenue

2 Patron Driven Acquisition on the Article Level

Patron Driven Acquisition (PDA)

• Also called Demand Driven Acquisition • Library patrons find and identify materials

prior to library purchase • Library only pays for what patrons actually use • Library charged when use passes agreed-

upon threshold • Usually transparent to patron

• Primarily used for ebooks • But what about journals? • Or smaller units of content?

In the digital environment . . . • Things are moving from the journal level to

the article level • The article is the unit readers want

• Discovery is on the article level • Usage is on the article level • Citation is on the article level • Why not sell content on the article level?

Further Thoughts

• Libraries are already doing this anyway (ILL, PPV) – “with us or without us”

• Are publishers going to work with them in a way that encourages usage – or make it difficult?

Further Thoughts

• PDA doesn’t mean abandoning full subscriptions – it’s an alternative to full subs

• Could have a built-in tipping point for a subscription purchase

• Administrative costs • Make content available • Work out relationships with libraries • Develop new business model • Develop technical infrastructure to provide

content

ROI: Usage

• Increase access to content beyond purchase of journal

• Could lead to library purchase of full journal subscription

• Retain some revenue as libraries cut back on journal subscriptions

3 DeepDyve Article Rental

DeepDyve

• Online article rental service • Makes information more affordable and

accessible for users unaffiliated with a large institution

• User can view-only an article for a specific period of time

• Cannot print or download

DeepDyve Subscriptions

• Bronze • 3 articles • 7 day viewing period

• Silver • 10 articles • 7 day viewing period

• Gold • 25 articles • Unlimited viewing

DeepDyve

• Thousands of journals • Millions of articles • iTunes-type pricing • Can subscribe or purchase

Example

Costs/ROI

• Publisher licenses content to DeepDyve • 50/50 revenue split • Publishers pay admin costs out of their 50%

ROI: Usage

• Rental could lead to purchase • New market – users unaffiliated with

institutions • New market – users who only need short

term access to content

4 Free Trials and Access Tokens

Free Trials

• Free content offered for limited period of time

• Intended to generate interest in subscribing

Free Trials

Direct to Library

• Give library a free subscription • Typical period = 3 months • Accessible to library patrons • COUNTER compliant

• Publishers can pull report • Make appeal to library based on usage

Free Trials

Direct to Library

• Approach 1: Publisher asks library if they’d like to opt in and participate in a free trial

• Approach 2: Publisher opens free subscription and markets to patrons

Free Trials

Direct to Faculty

• Publisher goes directly to faculty members and offers free trial

• Faculty recommendations are one of the strongest influencers on libraries

Free Trials

Direct to Potential Readers

• Offer free trials to annual meeting attendees • Provide access tokens in brochures, email, or

other marketing material

Free Trials

Example

Access Tokens

• Can also provide access to specific content • Examples

• Featured article for a limited time • 3 articles of user’s choice

Access Tokens

• Administrative • Link creation – depends upon online provider • Design and creation of marketing materials,

tags, etc. if needed

• If the campaign is successful – leads to subscription purchases

5 Commercial Reprints as Enhanced Digital Reprints

Enhanced Digital Reprints

• Digital magazine format • Leverage traditional print media for

optimized reading online

• NXTbook Media, Texterity, Bright Copy, Zinio, Blue Toad

• Page flipping • Multimedia • Social sharing • Commenting • Bookmarking • Mobile optimization

• Dynamic advertising • Flash® video • Hyperlinking • Surveys

Digital Transition

• Solves problems moving from print to digital • Print– total control • PDF – little to no control

• Control whether it can be printed • Control how many times it can be printed • Control whether it can shared

• Control access • Control usage • Track usage • Get statistics

• Control views (options) • Specified amount of views over a 12-month

period • Unlimited views over a specified amount of

months (ex: 3 months)

• If society/institution/advertiser runs out of views – they can purchase more

Example

• Passed on to the advertiser or commercial entity ordering the reprints

• Varies by provider • Varies by page count, features, DRM, etc.

• Online • More visibility • More accessibility • Enhanced features • More attractive to advertisers – opportunity

to increase commercial reprints sales • More spend per order

6 Target Individuals With Shorter Subscription Models

Traditional Subscription Model

• Benefit of membership • Minimum of 1 year • Focus is on the institution

• Continuity • Budget projections

Shorter Subscription Models

• Online Only • Limited (examples)

• 1-day subscription • 5-day subscription • 1-month subscription

• Target students or researchers who need access to journal for a limited time • Project • Paper • Class

• Market to faculty • Market to institutions • Market to libraries

Things to consider • Embargo periods • Who purchases the subscription?

• Administrative

• If the campaign is successful – leads to subscription purchases

• New revenue channel – non-traditional “subscribers”

7 Record Articles and Sell Audio Files on iTunes

Audio Files on iTunes

Example

Audio Files on iTunes

Example

• Production – recording, editing • Administrative • Link creation if needed

ROI: Usage

• Another channel for article content • Making content available to

• Non-traditional “readers” • Users “in motion” – driving, walking

(If not free) Sale price x copies sold − Production costs − Apple percentage _____________________

= Revenue

Mobile Optimization

• Mobile optimization makes your website smartphone-friendly

• Organize and display content in a way that makes sense on a mobile device

• Repurpose the same content already on your website

Browser Optimized

Mobile Optimized

• Significant investment • Varies by provider • Depending on your readers and the field –

might become “the cost of doing business” as expectations change

ROI: Usage

• Reaching more potential users • Many phones aren’t capable of pulling up full

websites • Non-optimized sites are difficult to use – limits

usage • Many users in the developing world use

smartphones instead of computers

Thank You!

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