Interactive Publishing

Kristen Fisher Ratan

HighWire Press

3

Moving Publishing Past the Page

• Focus on individual readers• Using your site as a dynamic editorial and marketing tool• Presenting users with choices that make sense to them

during their natural workflow

• Deciding what “currencies” are important:– Cash– Usage– Citations– Registrations– Membership– Other

4

Strategic Level: Identify Goals

• Attracting new readers• Increasing usage for current subscribers• Converting anonymous users to registered users• Creating new monetization opportunities • Building up membership• Adding new advantages for subscribers, members• Targeting pages and advertising• Increasing submissions, other user-generated content

Single User dbase Usage Data

6

Tactical Level: Pick Your Weapons

• Recommendation systems• Merging user data and tracking anonymous users• Targeting to user groups• Behavioral targeting• Intelligent choices appearing automatically• Display and delivery dynamically changing• Follow-through and analytics

Warning!The following examples are completely fictitious. Any similarity to existing or

planned campaigns is coincidental, lucky or just plain spooky.

8

Increasing usage for current subscribers

• JAMA and the Archives• Repurpose content

– Mix and match content in new ways

• Create campaigns around new collections– Attract new and repeat readers within your subscribing

institutions

• Disseminate in new ways• Track usage of new collections and downloads of

widgets

Goal 1

9

Avian Flu Special Collection

ContentsRESEARCH ARTICLES:

Is Exposure to Sick or Dead Poultry Associated With Flulike Illness?Outbreaks of Avian Influenza A (H5N1) in Asia Update: Isolation of Avian Influenza A(H5N1) Viruses

From Humans MEDICAL NEWS & PERSPECTIVES:

Drug, Vaccine Research Target Avian Flu

BOOK AND MEDIA REVIEWS:Bird Flu: A Virus of Our Own Hatching Avian Flu’s Lethality

MULTIMEDIA:Avian Flu Update from Russ Lopez

More

LEARN MORE

Sign up for

RSS/alerts

On Avian Flu

NOW!

Find out

How to

Subscribe

To The

Avian Flu

CollectionGOPost

Code

Map likely spread

of Avian Flu in

your region

10

Widgets: Marketing and Dissemination Tools

Scholarly Widgets

Where Widgets Can Be Found

Using Widgets and Ads

13

1. Is Exposure to Sick or Dead Poultry Associated With Flulike Illness?2. Outbreaks of Avian Influenza A (H5N1) in Asia 3. Update: Isolation of Avian Influenza A(H5N1) Viruses From Humans4. Bird Flu: A Virus of Our Own Hatching Avian Flu’s Lethality5. Drug, Vaccine Research Target Avian Flu 6. Fighting Avian Flu7. Mixed Success Found for Avian Flu Vaccine 8. Bird Flu: A Virus of Our Own Hatching

MOST READ CITED

AVIAN FLUSPECIAL COLLECTION

AVIAN FLUSPECIAL COLLECTION

Free Trial Sign Up Now!

JAMA Avian Flu UpdateLatest Medical InformationLatest Medical InformationFree trial available nowFree trial available nowhttp://flu. jama.ama-assn.org/

Pandemic Preparedness

Emerging Disease Outbreak

Avian Flu

14

Monetizing Existing Content

• Proceedings of the National Academy of Sciences

• Identify those coming from outside current subscribing institutions

• Display purchasing options that fit with users’ needs

• Track effectiveness of new offers

Goal 2

15

Relevant Offer Placement

Related Articles:1.------------------------------------------2. -----------------------------------------3. -----------------------------------------4. -----------------------------------------5. -----------------------------------------

Purchase all 5 now for 50% off

?

What We Can Know About Users

16

17

Targeting Pages and Ads

• Cold Spring Harbor Laboratory Press• Pages dynamically change according to who is

viewing them• Users interested in different topics see different ads• Users from different geographic regions see offers in

their own language• Learn what has worked and what hasn’t and adjust

future campaigns

Goal 3

protein characterization

Building on What We Know

19

Your Google Search of “protein characterization” will return 2665 results on this site

Members Only:•Editor’s Picks•Podcasts•New Protocols

Sign up now and receive

50% discount!

仅成员：•编辑的上面采摘•新的协议

现在报名参加并且接受50%折扣 !

Miembros solamente:•La tapa del redactor escoge•Podcasts• los nuevos protocolos

Ahora firme para arriba y

reciba un descuento del

50%

20

LA CARACTERIZACIÓN DE LA PROTEÍNA POR TECLEO UNIMODAL DE LA FIBRA

El lector de la placa de

DynaPro hace le por lo

menos 10 veces más

productivas que usted está

con un sistema de la hornada DLS

蛋白质描述特性由单模纤维

DynaPro 板材读者比您与批 DLS 系统使您至少10 倍有生产

力 DLS

click

22

Key Requirements

• Shift in publisher resources towards digital strategists, joint marketing and online editorial efforts

• Ability to act quickly

• Experimentation at low risk

• Analytics to learn what works and what doesn’t

• Adjusting strategy and tactics regularly

Thank You!