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Now That We’re Online, Where Is . . .
the “Value Added”
Joan ComstockSales Director
Cadmus Professional Communications 703-519-4310
Now That We’re Online . . .
Joan ComstockSenior Sales DirectorCadmus Professional Communications
Joan has more than 20 years of experience in scientific, technical, medical, and other scholarly publishing—both as a publisher and as a supplier of services to publishers. At Cadmus, Joan is involved in providing services ranging from a Web-based peer review system through composition, printing, and preparation of current and legacy content for online delivery. Prior to joining Cadmus, Joan worked for TechBooks and for ATLIS Publishing Services. Prior to that, she managed the books program at the American Chemical Society, which published more than 40 new titles per year. Joan has a B.S. in chemistry, plus an MBA in Management of Science, Technology, and Innovation.
Now That We’re Online:Where’s the “Value Added”?
“Navigating Change”SSP 25th Annual Meeting
May 28-30, 2003Audrey D. Melkin
Director of Business DevelopmentAtypon Systems, Inc.
Audrey MelkinDirector of Business Development
Atypon Systems
Audrey has just been named Director of Business Development at AtyponSystems. For the previous 4 ¼ years she was with CatchWord and then Ingenta where she was most recently Vice President, Publisher Relations.
In her more than 20 years in the publishing community, Audrey has specialized in the sales and marketing of scholarly and technical materials to the academic and library community. She has worked for Henry Holt, John Wiley & Sons, and Oxford University Press. Audrey is a member of the Journals Committee at the AAP/PSP as well as the AAP Libraries Committee. She is a frequent speaker at industry gatherings, such as the Charleston Conference, the ALA, the AAP/PSP, the AAUP, and of course here at the SSP.
Use of Electronic Resources
• Two-year study of use of print journals versus electronic
• Mellon Foundation/University of California study• Reported in The Charleston Report, March/April
2003
Study Findings ….
• For the 8% of titles in Arts and Humanities use of the digital version was 10X greater than print
• For the 37% of titles in Physical Sciences and Engineering use of the digital version was 24X greater than print
• For the 9% of titles in Social Sciences use of the digital version was 10X greater than print
• For the 46% of titles in Life and Health Sciences use of digital version was 9.4X greater than print
Value-added Features Users Want*
• E-Communities, portals, and institutional repositories
• Open access• Making content compatible with PDAs, wireless
devices, eBooks, print-on-demand, etc.• “Just be on the Web”*as reported in The Charleston Report (March/April 2003)
Publishers can add value to their online content = more revenue for them
• Move to value-based pricing• Charging only for consumption, not entire bundles• Pushing information to users• Teaming up to syndicate content• Selling searches of their archives through third-
parties
*above points from the 2003 ASIDIC Meeting as reported in Information Today, May 2003
Who’s looking for value-added and what matters to who?
• Users: think the content is “free” and want easy access and say – “just give it to me!”
• Libraries: concerned about cost and ease of access and say– “you’ve got to be kidding!”
• Publishers: care about bottom line (yes, even the non-profits!) and say - “how am I going to recoup my investment?”
“Bells and Whistles” or what’s really needed once you’ve got:
• Searching• Reference linking• E-alerts• Related articles
…perhaps users are satisfied with these basics?
Then again, not all users are the same….
• Society members do want “value-added” features from their professional organization, i.e., membership directories, e-communities, conferences, and CPD courses
• Researchers with their “free” institutional access want the content everywhere so they can be sure they can get to it, i.e., journal aggregations, content databases, subscription agent gateways, and A & I gateways
And what about publishers….what’s really value-added for them?
• Slice and dice content to create new products –and revenue streams
• Integrate print and online production streams• Integrate online peer review and production work-
flow systems with the hosting of their content
And what about publishers – continued….
• Offer “customizable” online products and services for discrete user groups worldwide
• Digitize backfiles and sell them as a specially priced package; as a premium to new subs; or, with a price rise, include in renewals
• Offer new delivery formats, i.e., SVG or Scaleable Vector Graphic, an open-standard XML application that may allow for more diverse repurposing and sophisticated user interfaces
The ultimate question for publishers –whether for profit or not!
Will the value you add to your content –editorially and online – be worth the price you charge in the eyes of your customers?
The Challenge of Open Access and Public Domain Initiatives
• Should publicly funded research results be disseminated free of charge?
• Who should pay for information dissemination: the research funding body, the scientist/author, libraries, or the reader?
• Who needs publishers anyway, since anyone can publish on the Web?
The Challenge - continued….
• How can developing nations gain affordable access to the literature of the rich “North” (developed countries) and get recognition for their own research programs?
• How can anyone trust published material without peer review?*
*above points from Jim Ashling, “Open Access and the Public Domain”, Information Today, May 2003
So, if the move accelerates to “more for free”online scholarly content and a lesser role for traditional scholarly publishers, then what is regarded as value-added and by who will become even more critical
so “Get It Right!”
Adding Value to Online Article Sales
Society of Scholarly Publishers Annual Meeting
Baltimore, MD May 29, 2003
Wayne ManosProgram Director, E-CommerceAmerican Institute of Physics
Wayne ManosProgram Director for E-Commerce
American Institute of Physics
Wayne Manos is Program Director for E-Commerce at the American Institute of Physics, where he heads a team of marketing and programming staff involved in online product development and user services. He was previously marketing manager for journals and online products. Before joining AIP, Wayne worked at an advertising agency based in New York City.
Presentation Overview
Online Article Sales
• Small compared to institutional subscription sales
• Growing• Marketing appears to help• Consider as “fractional content” market
– Single articles, bundles, topical combinations
AIP Online Article Customers
• An underserved market• Non-subscribers & “never-subscribers”• Individuals, “hidden physicists,” small high-
tech companies, some .edu• Have other sources for content
– Document delivery, libraries, authors, etc.,• Appeal by convenience, price, added
value
Goals for Online Article Sales
• Revenue• Grow customers from underserved
markets• Compliment, not cannibalize, subscriptions
Sales Formula:
E=MC2
Make Content = Easy 1. To Find2. To Buy
Now That We’re Online,Now That We’re Online,Where is the “Value Added”:Where is the “Value Added”:A Case Study: Hybrid Database A Case Study: Hybrid Database and Full Text Productand Full Text Product
Colleen FinleyProject Manager, Wiley InterScienceJohn Wiley & Sons, Inc.SSP Annual Meeting, May 29, 2003
Colleen FinleyProject Manager
John Wiley & Sons
Colleen is currently responsible for the project coordination of online reference works and databases for the STM marketplace offered through Wiley InterScience. Prior to joining Wiley, Colleen worked for four years at Elsevier Science, Secondary Division where she was Online Product Manager and New Product Development Manager for EMBASE and several of their other secondary databases. Colleen also spent 11 years with BIOSIS as a Section Chief of specialty products and services and database quality control.
The Starting PointThe Starting Point• Several major print series for synthesis of
chemicals containing a large number of chemical reactions; Organic Syntheses, Organic Reactions, and Fieser and Fieser
• Wiley InterScience Platform: ability to deliver full text HTML content via the Internet
• Reaction data for some series already indexed by major services (ISI and MDL)
What we didn’t haveWhat we didn’t have
• Software to allow searching using chemical structures or reactions on Wiley InterScience.
• Expertise in building reaction databases• Intranet solution
The solution: Build or PartnerThe solution: Build or Partner• Partnered with Accelrys
– Oracle cartridge to enable structure and reaction searching in database
– Developer’s kit to enable structure and reaction searching in the interface
– Downloadable plugin to allow users to view chemistry on their desktop
– Intranet platform for delivering reaction databases – Established chemical reaction databases and staff
experienced in building them
The first joint product: The first joint product: Organic SynthesesOrganic Syntheses
• 79 Volumes (1925-present)• 2500 protocols (full text HTML) • 5500 reactions (Oracle database)
• Result: A structure and reaction searchable database integrated with the full text of each article in a single product
Value added: New functionality Value added: New functionality not available in printnot available in print
• New ways to access the content • New ways to view the content results• New ways to use the content• Enabling the content• Integrate content with the users world• New ways to distribute the content
New ways to Access ContentNew ways to Access Content
• Basic and advanced text search• Cumulative reaction type index• Browsable cumulative table of contents• Structure and reaction search with limit
and sort capabilities
Reaction SearchReaction Search
Designate Search Type
Support for two major drawing
packages
Search by product/reactant
name or CAS RN, catalyst, solvent, author, year or
volume
Reaction Search LimitsReaction Search Limits
Use these options to restrict your
search to reaction types, yield or temperature
Use these options to sort your results
New Ways to View ContentNew Ways to View Content
• Customizable tables• Sorts by yield, temperature, and date• View database record with all
chemically significant data
Reaction Search ResultsReaction Search Results
All results allow linking to All results allow linking to reaction data or full text articlereaction data or full text article
Customized Results TableCustomized Results Table
View selected reactions in an easy to scan table format
Chemical Database Record Link to Full Text
View to all reactions in article
View mappings and reaction
centers
New Ways to Use ContentNew Ways to Use Content• Tables and images can be printed or saved
individually• Interactive database allows users to copy and
paste reactions – to search for like reactions, – to import to drawing packages to edit and search
for new reactions– to search other databases– to use in documents or lab reports
Structure SearchStructure Search
Drawing PackageDrawing Package
ReportReport
Interactive database record allows users to cut and paste or import reactions to a variety of applications
Enable the ContentEnable the Content
• Hyperlinked TOC • Hyperlinked notes and bibliographic
references• Unilateral links between full text and
reactions• URL’s enabled
Full Text FeaturesFull Text Features
Hyperlinked TOC and link
to database reaction records for this article
Integrate Content with the Integrate Content with the Users WorldUsers World
• Crossref links• Links to A&I services:
– ChemPort from ACS– Medline from NLM– ISI Web of Science
• Links to Local holdings using OpenURL technology
• Chemists can use standard drawing packages, ISISDraw and ChemDraw, to create structures and reactions.
Reference Linking: Crossref, Reference Linking: Crossref, Local Holdings and A&I servicesLocal Holdings and A&I services
Select reference link to via all available links
New Ways to Distribute ContentNew Ways to Distribute Content• New partnership allows Intranet delivery via
Accelrys to sell in conjunction with their other databases.
• Standard data model allows for cross product searching across Wiley structure and reaction databases
• As more series are added, new opportunities for “slice and dice” products