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94 peterson
- 1. Embracing New Revenue Opportunities Jan Peterson VP, Content Development Infotrieve, Inc. Los Angeles, California Next Generation Article Economy n Pay Per View now widely accepted n Citation linking expected Now what… n Publishers sell branded, trusted information n New opportunities to monetize validity n Imaginative, customer-focused efforts to find the niche markets for this valuable content Entertainment Industry Parallels n Sets user expectations for control of content n Content personalization tools è TiVO time shifting è iPods hold MY library (songs, not albums) è Pod casting n Changing business models and use rights n Digital natives will soon be in the lab and in decision-making positions 1
- 2. Beyond the Academic Market n Scientific & Technical Information n 40% non-academic customers è Corporate: 35% è Government: 5% n Medical Information n 50% non-academic customers è Healthcare practitioners: 25% è Corporate: 15% è Government: 10% Source: EPS Market Monitor, November 2003 Corporate Market n No archival imperative è Corporate R&D strategic focus changes è Industry consolidation, fewer libraries n Big Deals less attractive è Subject slices and alternate pricing of interest n Need to share and distribute content internally across a global landscape n High regard for intellectual property protection è The Texaco Case still resonates è Need to have use rules and prices clearly stated Reprints n Proactive identification of target markets for bulk copies è Who are your top 5-10 non-academic customers? è Do they have products and services referenced in your journal articles? è Influenced by the scholarship in your articles? n Find the niches, don’t wait for them to come to you 2
- 3. Beyond Paper Reprints n ePrints è Sold by number of hits or for certain time period è Provide a link rather than sending the PDF è Huge customer demand with unlimited applications n Packages for use in training and promotions è Short-term content packages across publisher, across title è Customer usually identifies appropriate articles n Prepaid access to cited articles in review articles n Pre-Paid Article Card: FDA-compliant gift-giving cards to sales prospects Stops to Growing the ePrint Business n Inconsistent encryption technology è DRM plug-in not attractive to companies or individuals è Single tool, one user experience best for multi- article, cross -publisher packages n Inconsistent rules è Print/No Print, Save/No Save, U.S. only/Global n Inconsistent pricing n Lack of imagination Linking Services n Materials and Methods section of articles è Link to product information n References è Link to document delivery services and CrossRef for subscribers and non-subscribers n Authors è Link to CVs, publications n Negotiate referral fees for sending over a reader 3
- 4. Advertising n For publishers with advertising revenues, keeping those advertisers more important than ever n Prove ROI on their investment n AAAS eMarketplace’s GetInfo service è Request product information, link to vendor sites n American Chemical Society offers Advertised Products Showcase Search Engines: Just Another Distribution Channel n Tool of choice for locating products and services n Customers who reach your site ready to be engaged n Users five times more likely to make purchase than if they found you through another form of advertising n HighWire: 60%+ usage comes from search engine, less than 40% from browsing through TOCs Enhanced Discoverability n Make content easy to work with crawlers/spiders n Search Engine Optimization done by machines, not humans è Unique content on every page (titles or metatags) è Make at least abstracts available and viewable è Use footer navigation è Provide hierarchical, tagged data è Text-link based navigation, not Flash or graphics è Avoid excessive URL depth (3 to 4 levels max) n Spiders cannot crawl password- protected sites 4
- 5. Tips for Crawler-Friendly Sites n Google’s Information for Webmasters è www.google.com/webmasters/guidelines.html n Yahoo’s Site Guidelines è www.help.yahoo.com/help/us/dir/basics/inde x.html Indexed Full-Text n Provides a fuller search experience n Supports edge research n Shows search term in context n Indexing against structured data, not PDFs n Make connections between content types, e.g., patents and articles Experiment with New Pricing Models n Pricing to market è EU & Japanese customers not prepared to pay U.S. royalty rates n Pricing to audience è Corporate and Academic/ For -profit and Not-for-profit n Pricing by content type è Review articles and regular articles/ Older content n Review existing licenses and normalize your fees and terms 5
- 6. Conclusion… n Be proactive in finding those niche markets n Make your content discoverable n Partner with search engines and service providers n Experiment with alternate pricing models n Think through use rights from user point of view Thank you jpeterson@infotrieve.com 310-445- 3010 6