IEEE Publishing Strategy: Key Issues & Next Steps
An Update For PSPB
February 2005Confidential –For IEEE Board and OU Use Only
Leah Jamieson, Anthony DurniakJohn Vig, Mary Ward-Callan
PSPB & TAB Are Engaged In A Multi-Year Planning Process
• Feb. ’04: Received charge from A. Winston• Through 2004: Workshops examined the changing
landscape of publishing, developed scenarios & strategies
• Nov. ‘04: Board accepts new 6-point strategy as recommended and funds work for 2005
• Through 2005: Act on the new Strategy– Do research to see how engineers work today– Develop programs to start implementing the strategy– Hold 2 workshops to socialize the plan
61%
53%
43%
40%
31%
27%
21%
Remain technically current
Obtain IEEE publications
Join IEEE Societies
Enhance my career opportunities
Network with others
Show my support for theprofession
For continuing education
Source: Excerpt from 2004 IEEE Member Segmentation StudySource: Excerpt from 2004 IEEE Member Segmentation Study Q25: Please indicate the major reasons you originally joined the IEEE. (Choose all the apply)
Publications Are An Important Part Of How IEEE Meets It’s Mission
It’s Behind The Top 2 Reasons For Joining IEEE
Publications Represents Half Of IEEE’s Revenue From
Operations1
3%
50%
19%28%
Membership
Publications
Conferences
Finance & Other
2003 Total Revenue
$226 Million
1 Omits Investment Returns on Reserves; Source: IEEE Audited Financials
And This Important Program Is Subject To Several Financial
Threats • IEL customers demand usage
stats by title – in “Counter” assoc. format
• We estimate 15% to 30% of IEL customers don’t use all titles and will ask to trade down
• Switch to smaller packages may drop IEL revenue 10% to 15%
Pubs
MembrConfcmbr
10% to 15% of IEL Revenue
At Risk Due To “Counter” Usage
Stats
And This Important Program Is Subject To Several Financial
Threats • Open Access gives articles
readers for free• Google Scholar makes it easy
to find these free copies, so people don’t need a subscription
• There are many proposals for new business models, but they won’t replace subscriptions 100%
Pubs
MembrConfcmbr
20% to 50% of Total Revenue At Risk Due To
Open Access and Google Scholar
But A Key Issue For IEEE Is The Changing Link Between Publications and
MembershipIn print, the only way to
get IEEE material and
avoid a trip to the library . . .
. . . was to become an IEEE Society member and get a
personal member subscription conveniently
delivered to your desk.
But with web delivery the library subscription now gives readers
convenient access at their desks -- at the office or at home
22%
6%
8%
4%
8%
18%
19%
43%
62%
72%
2%
3%
5%
8%
8%
17%
22%
63%
69%
76%
0% 25% 50% 75% 100%
Other*
Attend local chapter activities
Discounts on conference fees
Serve as a volunteer
Access to continuing education
Contribute to my profession
Networking
Obtain Society/IEEE publications
Keep informed in my field*
Obtain technical information
Society Members
No Society
Access To IEL Can Impact The Reasons for Maintaining Society & IEEE
MembershipSurvey: Why Do You Maintain IEEE Membership?
Source: 2003 IEEE All Society Research Project Q 26Source: 2003 IEEE All Society Research Project Q 26
But Society members are
far more likely to see Pubs as a reason to stay
members
Access to info Is important to all IEEE Members
22%
6%
8%
4%
8%
18%
19%
43%
62%
72%
2%
3%
5%
8%
8%
17%
22%
63%
69%
76%
0% 25% 50% 75% 100%
Other*
Attend local chapter activities
Discounts on conference fees
Serve as a volunteer
Access to continuing education
Contribute to my profession
Networking
Obtain Society/IEEE publications
Keep informed in my field*
Obtain technical information
Society Members
No Society
There Are Two Solutions To This: 1) Develop Other Member Benefits and 2) Revise Pubs
Strategy Survey: Why Do You Maintain IEEE Membership?
Source: 2003 IEEE All Society Research Project Q 26Source: 2003 IEEE All Society Research Project Q 26
The Conclusion: We need to develop other
member benefits or otherwise change the dues/value equation
Our Goal For 2010: Be A Leader In Technology Information
• Be the premier source for technical information to all technology practitioners
• Lead in creating and organizing a variety of technical content and disseminating it to users in a personalized, seamless, coherent and integrated fashion
• Double the amount of content published• Provide IEEE members affordable access• Double the inflation-adjusted net surplus
generated by information services and products
To Accomplish These GoalsRequires A New 6-Point Strategy
Package content with services together
Sell services separate from content 4. Sales
Institutional library focus Focus on End-user & Member
5.Customers
Current Strategy New Strategy
Peer Reviewed, Professional Process
Peer review + new ways to evaluate and process
2. Process
Research orientedEE and CS Centric
Both theory & applied All aspects of technology 1. Content
Do it by ourselves Work with others 6. Partners
Services as way to deliver IEEE Content
Enhanced, personalized services to find, manage info
3. Services
Strategy 1: Expand The Type Of Content We Offer
• Journal and Conference articles still play a role • But, we’ll offer more types of content:
– More practical articles -- for example:• Quick study introductions to various topics• Product design, tips & techniques
– More Non-text information – For example: • mathematical models, computer-aided design templates, etc. • Interactive online learning modules, etc.
• Leverages knowledge of the Societies and programs at their conferences
• Helps IEEE expand into new interdisciplinary fields
Research orientedEE and CS Centric
Both theory & applied All aspects of technology
1. Content
Strategy 2: Allow The Inclusion Of New Content Processes
• Our journals will retain peer review and editing where it provides a competitive advantage
• We’ll also seek out new ways to create content – Self-assembling communities of interest– Community contributed and assembled content (e.g. “Wiki”
encyclopedia )– Author formatted material (e.g. conference articles)
• We’ll also find new ways to evaluate content– Reader ratings of articles, community evaluation– Usage-based ratings of material: how often read or cited
• PSPB will determine policies • Leverages knowledge of Societies & their “social networks”
of communities
Peer Reviewed, Professional Process
Peer review + new ways to evaluate, author formatted
2. Process
Strategy 3: Build Web Services To Help Members & Users Manage Info
“IEEE Resource Center” web service: • Contextual Workspace: finds, organizes, and links info in
relationship to how it is used• Buy single articles & manage subscriptions with easy web
commerce• Can have versions like RealPlayer or Acrobat
– Basic version free to registered users– Advanced version for members
• Can be tailored to needs of various communities • Restores the link between membership and access to
information
Services as way to deliver IEEE Content
Enhanced, personalized services to manage all info
3. Services
Strategy 4: Sell Content Separately Strategy 5: Focus On End-Users
• Benefits users: lets them buy what they want– Single articles, bundles of articles, subscriptions
• Benefits to IEEE: Overcomes “IEL Dilemma”– Sales by article grows revenue as content grows
Package content with services together
Sell services separate from content 4. Sales
Institutional library focus End-user & Member5.Customers
• We still acknowledge librarians as important customers
• But we’ll add emphasis on selling to the end-user, especially members
Strategies 3, 4 & 5: IEEE Potentially Could Provide Several Access Options
------------------------------------------------------------
------------------------------------------------------------
------------------------------------------------------------
IEEEARTICLE -------------------------------------------------
IEEE ARTICLE ----------------------------------------------------------------
All readers sign up for their choice of “IEEE Resource Finder”
“IEEE Member”Get Full set of services
“Registered Users” Get Basic set of services
Reader has choices to buy content: Single articles or Bundles of articles for themselves or the institution
Article Bundles: Enterprise, MDL, ASPP, CSDL, IEL, etc.
Strategy 6: Encourage Partners
• We’ll collaborate with other professional societies to develop info collections– A small number of partners = critical mass
• IEE already participates in IEL• First partners needed are AIP, APS, IOP, ACM• Once started can add others: ASME, AIChE, etc.
• We’ll selectively partner with companies on technology & services
• Benefits of collaboration – Pools resources for development and operation of increasingly
expensive web content services
Do it by ourselves Work with others 6. Partners
Action Plan For 2005• Planning Meeting 31 Jan./1 Feb.
• Workshop with Panel of Editors 10 Apr.
• Second Workshop in Early Summer
• Gaining insights from industry players– M. Buschman, Microsoft; R. Kenny Marone, Yale; N.
Gulley, MathWorks; A. Acharya, Google; R. Crow, SPARC; S. Gass, MIT; H. Flecker, Harvard; C. Tenopir, Univ. of Tenn.; C. Richard, Outsell
IEEE’s Publishing Strategy Message Is Plan Before There Is A Crisis
• Yes, our current products are selling well
• But, there are disruptive issues and technologies on the horizon
• The important thing is that we not be complacent
• The good news is that we envision new products and services that can keep us successful
The End
Governance in IEEE TABGovernance in IEEE TAB
Report from Mimi Galiana
SPARC Ad-hoc Committee on Governance
June 2005 TAB Series
The Mandate -2005The Mandate -2005
• Provide Recommendations on S/C Division allocation for DD elections
• Assist attempts to improve IEEE image to the public on the web (Ed Clark report to SPARC)
• Examine issues of governance in: TAB governance (voting body) Creation of new S/Cs in TAB Facilitate inter-society and cross-division collaborations (Clint Andrews report to SPARC)
Can some measures improve all in parallel?
Common IssuesCommon Issues
• Continued Decline in Membership
• Tensions between small and large societies
• New directions that spawn new societies rather than mutual collaborations
• Poor dissemination of novel S/C technical activities between units and the public
1. Division Structure1. Division StructureReport: to achieve democratic balance in DD voting base
• Evaluate the balance of member representation in current divisions
• Address the preferences of S/Cs given through feedback
• Propose changes with minimal perturbations on election process of DDs
From the IEEE study in Nov 2004 (05 reg):
1.a Division Member #1.a Division Member #Div. High-grade Total #
I 36,357 40,702
II 18,036 19,158
III (ComS) 29,204 34,840
IV 28,029 30,847
V (.5 CS) 25,144 37,596
VI 12,006 13,001
VII (PES) 18,042 19,032
VIII (.5 CS) 25,144 37,597
IX 24,481 27,495
X 28,279 33,421
Total 293,689/10 ~ 29,370
Recommendations on DivisionsRecommendations on Divisions• Current • New Proposal
I:CAS,CPMT,ED,
LEO,SSC,SC,NC
VI: ED,EM,PC,
R,PSE,SIT
II: DEI, IA, IM,
PEL
VII: PE
III: Comm Soc VIII: Comp
IV: AP,BT,CE, EMC,Mag,MTT,
NPS,SCC
IX: AES,GRS,
OE,SP,UFFC,VT
V: Comp X: CS,EMB,IE,
IT,CI,RA,ITS
SMC,ITSC
I: CAS, ED, SSC,
NC
VI: ED,EM,PC,
R,PSE,SIT
II: DEI,IA,IM, LEO,
CPMT, UFFC, SC
VII: PE,PEL,IE
III: Comm Soc VIII: Comp
IV: AP,BT,CE, EMC,Mag,MTT,
NPS,SCC
IX: AES,GRS,
OE,SP,VT, IT
V: Comp X: CS,EMB,CI,
ITS, RA,SMC,
ITSC
Why are Councils listed in Divisions at all?GREEN for moved societies – others unchanged
From the IEEE study in Nov 2004 (05 reg):
Div. High-grade Total #
I 28,384 31,553
II 23,351 25,350
III (ComS) 29,204 34,840
IV 28,029 30,847
V (.5 CS) 25,144 37,596
VI 12,006 13,001
VII (PE+) 25,321 27,037
VIII (.5 CS) 25,144 37,597
IX 25,616 28,917
X 23,184 27,686
Total 293,689/10 ~ 29,370
Proposed New DivisionsProposed New Divisions
3. Alternate TAB Structure3. Alternate TAB Structure
– The problem in TAB representation
• There is an imbalance in the member representation weight of most TAB votes
• This causes tensions and destructive inertia between ‘small’ and ‘large’ S/Cs.
(information item)
3. Alternate TAB Structure3. Alternate TAB StructureThe result:
• TAB votes often reflect ‘territorial’ interests (‘silo’ vision)
• whereas the actual legal mandate of all TAB voters (like DDs) is to vote for the well-being of all IEEE technical interests!
3. Alternate TAB Structure3. Alternate TAB Structure
• Define a TAB representation elected by peers from the existing S/C Presidents and DDs, based on equitable membership base
• Selection could be on a division allocation basis, or freely decided by S/C alliances (examples only)
• The elected representative would vote according to the consensus of his/her base, encouraging collaborative stances
The solution:
Alternate TAB StructureAlternate TAB Structure
Two Tier Structure
New TAB
Operational in Focus
Restricted Size
Voting Members with balanced representation
New President’s Council
Oversight and Policy
All Societies and Councils Represented
Building on background work of R. Sudbury and R. De Marca -
Alternate TAB StructureAlternate TAB Structure
Current TAB (S/C Ps & DDs+) ~60
Presidents’ Council(all S/C Ps ~42)
New elected TAB reps(from S/C Ps & DDs)
Balanced vote basee.g. 1 rep/10K div members
=> ~32
Functions of New TABFunctions of New TAB
• Carry out all administrative and operational functions of current TAB except those reserved to the President’s Council. These include but not limited to:– Budget approval– Allocation of income and expenses– Publications– Products– Meetings & conferences– New technology initiatives
• Report on actions taken to the President’s Council• Actions with financial implications subject to review by
President’s Council• Other operational decisions subject to President’s Council
oversight but not review
Structure of President’s CouncilStructure of President’s Council
• Composed of all sitting Presidents of IEEE Societies and Councils or their designated representative
• Chaired by TAB VP
Functions of President’s CouncilFunctions of President’s Council
• To hear report of actions taken by TAB– To take for review and action any TAB action with financial
implications for Societies and Councils by majority vote– Rejection of TAB action requiring a 2/3 vote of those present
• To hear report of TAB Treasurer• To hear and act on report of SPC (old SPARC)• To debate and set policy on the technical activities of
Societies and Councils within the purview of the President’s Council and TAB