it’s all about merchandising
DESCRIPTION
It’s all about merchandising. Dr. David G. Durand Tizra Inc. Overview. General crankiness The world as I see it Some things for publishers to do A word from my sponsor. Speed and Flexibility. Speed And Flexibility In Publishing. Why the fear?. Cannibals Pirates Giants. Relevance - PowerPoint PPT PresentationTRANSCRIPT
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
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Confidential, Tizra Inc.
Speed And FlexibilityIn Publishing
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are needed to see this picture.
Confidential, Tizra Inc.
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?
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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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