it’s all about merchandising

It’s all about merchandising

Dr. David G. DurandTizra Inc.

Confidential, Tizra Inc.

Overview

General crankiness The world as I see it Some things for publishers to do A word from my sponsor

Confidential, Tizra Inc.

Speed and Flexibility

QuickTime™ and aVideo decompressor

are needed to see this picture.

Confidential, Tizra Inc.

Speed And FlexibilityIn Publishing

QuickTime™ and aVideo decompressor

are needed to see this picture.

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Why the fear?

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Danger

Cannibals

Pirates

Giants

Relevance

Value

Cultural Revolution

Apocalypse

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I Start with Books

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What do people do online?

Everything! Reference Task Completion Discovery

Media shift

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Sales doesn’t have to be tacky

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Utility is a two-way street

What can you measure?

Can you identify your readers?

Can you tell what they read?

Can you deliver everything they might need?

QuickTime™ and a decompressor

are needed to see this picture.

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Experiment or die!

Give them what they want! Based on what they do Who they are What they want to pay

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What is the experiment?

How to get money from online products

Not if online products can make money

Revenue is the metric

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It’s about Merchandising…and packaging

DON’T compete with Google in piling stuff up!

DO Compete with them in offering products Compete with them in offering deals Co-market to make bigger products

Use them to find customers

Pay attention to the data

Take control, and then relinquish it!

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Publisher Brands

Publishers have no brandsKluwerReed-ElsevierMcGraw-Hill

Publishers have strong brands

O’ReillyYellow BooksAssociation for Computing Machinery

Actually most publishers have many brands

SeriesSubject areas

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Ideas

Ad-supported contentIndividual subscriptions to contentInstitutional subscriptionsSearch engine exposureChapters and chunksMulti-packsSubject collectionsDistinctive sub-brandsCoupon CodesFree samplesStatistics

DownloadsPage-limited accessPrint/Online bundlesAffiliate networksCross-selling with competitorsReader re-packaging

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The Tizra EngineThe 5-minute site

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Tizra EngineManage product, your table of contents

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END