Publishing Perspectives Backlist 2014 Randy Petway Publishing Technology Case Study
Post on 24-May-2015
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Evolution in the Digital AgeRandy Petway, COO, Publishing Technology
About Publishing Technology
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
Global Provider
BostonSomerset, NJ
OxfordBath
São Paulo
New Delhi
Beijing
Sydney
Notable Clients
Publishing Technology in the News
Adapt to Survive or Adapt to Thrive?
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
Change is the New Normal
Page 10
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
Know Your Audience
Page 11
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
Know Your Audience
Page 12
Automatic recording of Customer Interests
Customer Alert Management (also via Self Service)
Know Your Competition
Page 13
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
Reach Your Consumer
Page 14
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
Reach Your Consumer
Page 15
Email Social Media Websites
Reclaim, Reuse, Recycle
Page 16
With the right tools, publishers can tailor products for individual readers Fragmenting and bundling of assets New opportunities to reimagine, repackage and add value
Reclaim, Reuse, Recycle Product Fragmentation
Page 17
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
Square Pegs vs. Round Holes
Page 18
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
Get Out of Your Comfort Zone
Page 19
Test new product strategies and business models in earnest Future-proof your business
Get Out of Your Comfort Zone New Business Models
Page 20
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)
Page 21
Get Out of Your Comfort Zone New Business Models
Page 22
New Business Model ChallengesRevenue Allocation
Page 23
New Business Model ChallengesInvoicing & Pricing
Page 24
New Business Model ChallengesRenewals
Page 25
New Business Model ChallengesService Options
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
Thank you@PublishingTech
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