INNOVATING PUBLISHING PRODUCT PORTFOLIOS

To analyze and design interrelated publishing products. To have an answer on innovation in the publishing industry. And to dominate knowledge markets

Why talking about portfolios

• Publishing shouldn’t be about publishing anymore: it is much larger than that

• Both new entrants and existing players need a better marketing perspective about what it takes to have an exemplary product portfolio…

• …for better communication purposes..

• …for faster innovation… • …and for ultimate market

domination

Who would need something like a book on strategic publishing portfolios?

Users of publishing products

•From customer perspective it is time the real publisher should rise and give them what they really need, or –sometimes better even - that they would be able to do it themselves.

•Enable end user satisfaction

Workers in the publishing industry

•From the publishing industry perspective it is time that something really changed, because of a lack of strategic enthousiasm and a lot of fear driven activities, leading to a shrinking industry without anyone providing relief (or a better perspective)

•Reinvent yourself, be a canibal of your existing products

Content producers and authors

•From the content producers perspective it is time to know where all efforts are leading to in creation of texts, sound, images, etc.

•Create new ways of making money with content

ICT industry workers

•From the IT producers perspective it is time that some publishing knowledge entered the field, helping by crating good quality cooperations

•Do it together, in stead of do it yourself publishing

New technology developers

•From the new technologies persepective it istime some down to earth apporaches help all the fantastic ideas being channelled faster and more profitable.

•Stop dreaming, start acting

Shareholders

•From the shareholder perspective it is time to stop squeezing traditional publishers and put the money where the mouth is: in strong, dominantly but perfectly served markets. Cutting is cool until you don’t have flexibility any more to be creative and inventive.

•Innovate or die and death is not an option

6 audiencegroups Are served by the book

And we start in knowledge oriented markets, because these markets have more with rational processes. So they are better to quantify.

What does it contain?

• We introduce a Publishing

Portfoliomodel which is

filled by a selfexplanatory

Workmethod. Cases and

examples illustrate the

workings and related

topics give background and

support on the principles

introduced.

A Model

A Workmethod

Cases And Examples

Related Topics

It results in an objectivated means of communicating about the sense and nonsense of publishing products

The Model

• The model is based on

a Theme used by

different Actors in a Chain of organisations and groups.

• The model consists of 2

clusters and 4 portfolio

items together with a Connect facility per Actor.

Pri

mary

Know

ledge

Customersolutions

Online Reference &Lookup

Conventional

ACTOR

THEME

Workprocess

Social Connect

By adding all models for all Actors one gets an overview over the total Portfolio

de KGB NEEDS (per actor)

uitgevers Relevantie

Content

compleeth

eid

Betrouwbaa

rheid mediatype Functionaliteit WerkprocessenSamenwerking Advies Netwerk

needs vertaald naar producteisen

PRODUCTS

Klantproces/Bedrijfsproces 5 9 9 8 8 8 8 7 7

Kennisproces 5 7 8 7 7 1 6 8 6

In welke mate wordt de need ingevuld door het voorgestelde/bedachte product

portfolio

app met hele proces kant en klaar

voor het invullen met uitbreiding

naar Osterwalder voor business case 5 8 9 9 8 8 1 5 3

database sec 5 9 9 6 6 5 1 1 1

database mét forum van peers

gemodereerd door deskundige 5 9 9 6 6 5 7 8 7

BOEK 5 7 8 2 2 2 1 1 1

BOEK met forum voor referntie en

auteurs commentaar 5 7 8 2 2 2 7 8 6

congres, lezingen,opleidingen over

UITGEEFPORTFOLIO 4 7 8 3 4 3 5 7 7

magazine 7 8 8 5 4 2 1 1 1

KENNIS GEBRUIK BEREIK

The Workmethod

• The demands of the actors are defined and scored in a Knowledge-Use-Reach matrix. The products to be delivered to the actor are scored along the same matrix and differences are compared.

afwijking productidee tov need

portfolio

app met hele proces kant en klaar

voor het invullen met uitbreiding

naar Osterwalder voor business case 0 -1 0 1 0 0 -7 -2 -4

database sec 0 2 1 -1 -1 4 -5 -7 -5

database mét forum van peers

gemodereerd door deskundige 0 2 1 -1 -1 4 1 0 1

BOEK 0 0 0 -5 -5 1 -5 -7 -5

BOEK met forum voor referntie en

auteurs commentaar 0 0 0 -5 -5 1 1 0 0

congres, lezingen,opleidingen over

UITGEEFPORTFOLIO -1 0 0 -4 -3 2 -1 -1 1

magazine 2 1 0 -2 -3 1 -5 -7 -5

buss:

ook hier zie je in de

volgende regel wat een

forum oid doet met de

behoeften van de klant

buss:

je ziet hier de

onmogelijkheid van een

tijdschrift zonder

connect faciliteitbuss:

al deze producten zijn

niet primair geschikt voor

werkprocessen. Dat is

niet vreemd want het

zijn ook typisch

Kennisproducten

buss:

interessant om te zien

dat een database

weliswaar een

kennisproduct is maar

tosch een rol vervult in

het werkproces!

buss:

duidelijk dat er een

interactiemodule moet

komen of een forum als

je een app maakt!!buss:

duidelijk dat een forum

veel meer toegevoegde

waarde heeft bij een

database zonder die

feature

KNOWLEDEGE Relevance

Content characteristics

Authority

USE Workprocesses

Mediumtype

Functionalities

REACH Cooperation and advice

Network

Cases and examples will illustrate this

The Yield

• A serious overview of products and services per actor

• A view of how to improve products per actor and to fill in gaps

• A means to expand activities (and profits) to more actors

Prim

ary

Know

ledg

e

Customersolutions

Online Reference &Lookup

Conventional

ACTOR 1

THEME

Workprocess

Social Connect

Actor 1

THEME

Actor 2 Actor 3

The possibility to dominate a theme

Cases and Examples

• Cases of existing situations will be demonstrated

• Examples of innovations will give insight in the usability of both Portfoliomodel and Workmethod

The power of the method will be demonstrated

Related Topics

• Topics that are necessary to understand the dynamics of setting up strategic publishing portfolios are:

1. Customer, work and knowledge processes

2. Knowledge, Knowledge Management and its use

3. Mediatypes

4. Migration of existing portfolio and change management

Established practical publications will be summarized and extended