the publishing continuum lauren fogel vp, director, media development pearson science san francisco,...
Post on 30-Dec-2015
217 Views
Preview:
TRANSCRIPT
The Publishing Continuum
Lauren FogelVP, Director, Media Development
Pearson Science
San Francisco, CA15 September 2010
Market Drivers
Price resistance Economic/cost challenges for students
(and institutions in academia) People expect a digital environment
– In higher ed course redesign is a powerful motivator for professors and institutions
– Students and professors have high standards based on their current internet use
– Technology offers great educational opportunities
Sourcing alternatives/changes to distribution
Influence of major players (Amazon, Microsoft, Apple, Google) on how people access content and on hw/sw ecosystem
Devices: mobile, eReaders, iPad
Technology strategy
Personalization Data and analytics Ease of use Support the emerging multi-device
ecosystem Driving better results: improving student
performance, instructional effectiveness, and institutional productivity
Balancing demands for scale/high performance with innovation and speed on emerging opportunities
Internet Use
Expanding internet usage impacts growth– Internet use over time– Facebook
Extensive revenue growth– FT Group profits jumped from £14 to £30 million,
and digital subscriptions increased 27 percent to 149,000 and 250,000 people downloaded the iPad app
– In July Amazon announced that sales of ebooks on its US site had outnumbered hardbacks for the first time
Social Media Networking
Most publishers are trying to figure out how to make social media work for them– Pearson's social media index page– Penguin focuses on teens– MyMathLab Instructor Exchange– Choosing Health– Financial Times
• FT Blogs• Mobile
Case Study - A Science Textbook Package
The beautiful textbook you expect PLUS– Online tutorial and assessment program for students
and instructors (MasteringBiology)– Strong animation program, simulations where
appropriate– eBook– Study Guide/Solutions Manual
Case Study - A Science Textbook Package
Substantial instructor support– Instructor Resource DVD (and online) includes art,
PPT lecture outlines, animations, electronic test bank, solutions manual
– Print test bank (some markets moving away from printing)
– Instructor’s Manual/Solutions Manual– All of these assets on hard media as well as online
Case Study - A Science Textbook Package
What has gone away?– Acetates (replaced by JPGS)– Ubiquitous printed supplements (reduced in number and/or
put on IRDVD)
– So, not much!
How do we move forward?
Meet customers where they are and then move them forward– Move customers along the technology continuum– Address their individual skill set and improve it– Address technology available at the institution– Offer lots of opportunities for training
Develop online products that address customers’ key goals in ways that print products can’t– Efficicacy studies– Content that takes advantage of the medium
Evaluate and revise the production workflow– Repurpose book content for digital products where it
makes sense– Adapt workflows on print supplements to provide
digital and print products simultaneously
Welcome to the “post-PC era”
“the mobile era is about low power devices, touch interfaces and open web standards”
Steve Jobs Timeline
Pre-Apple/1977 The Mac/1984 NeXT Computer/1988
Steve Jobs Timeline
Return to Apple/1996 The iPod/2001 The iPhone/2007
The Mobile Web
Mobile Initiatives
Bring content to your user however they want to receive it– Financial Times– Penguin ebooks– Penguin iPad products– eBooks in higher education
Develop a mobile stylesheet– What makes sense to offer on mobile?
Conclusions?
Research constantly – How are your customers changing?– How can you use technology to improve your
customers’ lives?• And save your company money/drive
revenue– What is going to make a difference - what will
they buy?
Prototype and market test– Experiment and get feedback!
Be flexible and open to new ideas
Q&A
Questions?
top related