Interactive Publishing
Kristen Fisher Ratan
HighWire Press
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Moving Publishing Past the Page
• Focus on individual readers• Using your site as a dynamic editorial and marketing tool• Presenting users with choices that make sense to them
during their natural workflow
• Deciding what “currencies” are important:– Cash– Usage– Citations– Registrations– Membership– Other
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Strategic Level: Identify Goals
• Attracting new readers• Increasing usage for current subscribers• Converting anonymous users to registered users• Creating new monetization opportunities • Building up membership• Adding new advantages for subscribers, members• Targeting pages and advertising• Increasing submissions, other user-generated content
Single User dbase Usage Data
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Tactical Level: Pick Your Weapons
• Recommendation systems• Merging user data and tracking anonymous users• Targeting to user groups• Behavioral targeting• Intelligent choices appearing automatically• Display and delivery dynamically changing• Follow-through and analytics
Warning!The following examples are completely fictitious. Any similarity to existing or
planned campaigns is coincidental, lucky or just plain spooky.
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Increasing usage for current subscribers
• JAMA and the Archives• Repurpose content
– Mix and match content in new ways
• Create campaigns around new collections– Attract new and repeat readers within your subscribing
institutions
• Disseminate in new ways• Track usage of new collections and downloads of
widgets
Goal 1
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Avian Flu Special Collection
ContentsRESEARCH ARTICLES:
Is Exposure to Sick or Dead Poultry Associated With Flulike Illness?Outbreaks of Avian Influenza A (H5N1) in Asia Update: Isolation of Avian Influenza A(H5N1) Viruses
From Humans MEDICAL NEWS & PERSPECTIVES:
Drug, Vaccine Research Target Avian Flu
BOOK AND MEDIA REVIEWS:Bird Flu: A Virus of Our Own Hatching Avian Flu’s Lethality
MULTIMEDIA:Avian Flu Update from Russ Lopez
More
LEARN MORE
Sign up for
RSS/alerts
On Avian Flu
NOW!
Find out
How to
Subscribe
To The
Avian Flu
CollectionGOPost
Code
Map likely spread
of Avian Flu in
your region
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Widgets: Marketing and Dissemination Tools
Scholarly Widgets
Where Widgets Can Be Found
Using Widgets and Ads
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1. Is Exposure to Sick or Dead Poultry Associated With Flulike Illness?2. Outbreaks of Avian Influenza A (H5N1) in Asia 3. Update: Isolation of Avian Influenza A(H5N1) Viruses From Humans4. Bird Flu: A Virus of Our Own Hatching Avian Flu’s Lethality5. Drug, Vaccine Research Target Avian Flu 6. Fighting Avian Flu7. Mixed Success Found for Avian Flu Vaccine 8. Bird Flu: A Virus of Our Own Hatching
MOST READ CITED
AVIAN FLUSPECIAL COLLECTION
AVIAN FLUSPECIAL COLLECTION
Free Trial Sign Up Now!
JAMA Avian Flu UpdateLatest Medical InformationLatest Medical InformationFree trial available nowFree trial available nowhttp://flu. jama.ama-assn.org/
Pandemic Preparedness
Emerging Disease Outbreak
Avian Flu
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Monetizing Existing Content
• Proceedings of the National Academy of Sciences
• Identify those coming from outside current subscribing institutions
• Display purchasing options that fit with users’ needs
• Track effectiveness of new offers
Goal 2
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Relevant Offer Placement
Related Articles:1.------------------------------------------2. -----------------------------------------3. -----------------------------------------4. -----------------------------------------5. -----------------------------------------
Purchase all 5 now for 50% off
?
What We Can Know About Users
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Targeting Pages and Ads
• Cold Spring Harbor Laboratory Press• Pages dynamically change according to who is
viewing them• Users interested in different topics see different ads• Users from different geographic regions see offers in
their own language• Learn what has worked and what hasn’t and adjust
future campaigns
Goal 3
protein characterization
Building on What We Know
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Your Google Search of “protein characterization” will return 2665 results on this site
Members Only:•Editor’s Picks•Podcasts•New Protocols
Sign up now and receive
50% discount!
仅成员:•编辑的上面采摘•新的协议
现在报名参加并且接受50%折扣 !
Miembros solamente:•La tapa del redactor escoge•Podcasts• los nuevos protocolos
Ahora firme para arriba y
reciba un descuento del
50%
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LA CARACTERIZACIÓN DE LA PROTEÍNA POR TECLEO UNIMODAL DE LA FIBRA
El lector de la placa de
DynaPro hace le por lo
menos 10 veces más
productivas que usted está
con un sistema de la hornada DLS
蛋白质描述特性由单模纤维
DynaPro 板材读者比您与批 DLS 系统使您至少10 倍有生产
力 DLS
click
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Key Requirements
• Shift in publisher resources towards digital strategists, joint marketing and online editorial efforts
• Ability to act quickly
• Experimentation at low risk
• Analytics to learn what works and what doesn’t
• Adjusting strategy and tactics regularly
Thank You!