publishing perspectives backlist 2014 randy petway publishing technology case study
TRANSCRIPT
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Evolution in the Digital AgeRandy Petway, COO, Publishing Technology
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About Publishing Technology
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What do we do?
Content Systems
Royalties
Permissions
Editorial & Production
Online Sales & Marketing
Digital & Print Distribution
AudienceDevelopment
Global Sales Representation
Telemarketing
Market Research
Customer Service
Strategic Consulting
Content Delivery
Online Platforms
Semantic Enrichment
Mobile
Ecommerce
Access Entitlement
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Global Provider
BostonSomerset, NJ
OxfordBath
São Paulo
New Delhi
Beijing
Sydney
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Notable Clients
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Publishing Technology in the News
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Adapt to Survive or Adapt to Thrive?
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Adapt & Thrive – 7 Habits for Publishers
Embrace change Know your competition Know your audience Reach your consumer Reclaim, reuse, recycle Get out of your comfort zone Avoid square pegs
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Change is the New Normal
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Publishers must move toward digital proactively, not reactively Consumers remain one step ahead in their content consumption habits Consumer expectations are not set by the traditional supply chain Publishers need to evolve and change their mindset if they expect to prosper
in the future
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Know Your Audience
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Readers are accustomed to free and inexpensive content Newspapers, for example, largely orchestrated their own demise by trading
paid access for web traffic without the ad revenues to make up the difference It’s not too late for book publishers to monetize digital content by better
connecting with their readers
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Know Your Audience
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Automatic recording of Customer Interests
Customer Alert Management (also via Self Service)
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Know Your Competition
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Digital content vies for attention in a crowded media landscape, including movies, games and the web
Enhanced user experiences are the norm, with video, audio, reference links and added value
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Reach Your Consumer
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You can’t rely exclusively on the traditional book supply chain B2C, B2B2C, C2C, A2C all matter Subscriptions, timed-access, mobile and social commerce require a rethink of
pricing and delivery models Social media and online communities offer new opportunities to connect
directly with readers, especially if integrated with ecommerce and fulfillment systems
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Reach Your Consumer
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Email Social Media Websites
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Reclaim, Reuse, Recycle
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With the right tools, publishers can tailor products for individual readers Fragmenting and bundling of assets New opportunities to reimagine, repackage and add value
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Reclaim, Reuse, Recycle Product Fragmentation
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Fragments can be linked together in hierarchical, and non-hierarchical relationships
Ex. of a group of fragments linked together in a hierarchical relationship
Product fragments can be created at the lowest level and grouped together
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Square Pegs vs. Round Holes
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Print-based systems can’t be contorted into a viable solution for digital content
B2B systems can’t be contorted into viable B2C systems Your business infrastructure must evolve with your products Digital has implications on product development, ecommerce, fulfillment,
financials, reporting and royalty calculations, for starters
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Get Out of Your Comfort Zone
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Test new product strategies and business models in earnest Future-proof your business
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Get Out of Your Comfort Zone New Business Models
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Items can be grouped and options applied
In this example, the bundle comprises of :2 Subscription products1 Subscription collection (multiple subscriptions)1 Book1 E-Book1 Pack of Books3 Articles (Pick 3 from selection of 5)1 Subscription (Pick 1 from a selection)
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Get Out of Your Comfort Zone New Business Models
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New Business Model ChallengesRevenue Allocation
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New Business Model ChallengesInvoicing & Pricing
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New Business Model ChallengesRenewals
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New Business Model ChallengesService Options
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Adapt & Thrive – 7 Habits for Publishers
Embrace change Know your competition Know your audience Reach your consumer Reclaim, reuse, recycle Get out of your comfort zone Avoid square pegs
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Thank you@PublishingTech