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?