1. Breaking boundaries in scholarly
publishing
UKSG 2013
Carrie Calder,
Director of Market Development, Palgrave Macmillan
Kaitlin Thaney,
Manager – External Relationships, Digital Science
Sara Killingworth,
Senior Marketing Associate & Market Analyst, Maverick

2. Agenda
• Introduction
• Breaking boundaries
- the life cycle of scholarly content
- Palgrave research findings
• The research process
- changing and innovating research
• Breaking boundaries
- the library perspective
• Audience and panel discussion

3. „If I had been someone not very clever,
I would have done an easier job like
publishing. That‟s the easiest job I can
think of.‟
The philosopher A. J. Ayer (1910-89), quoted in The Oxford Dictionary
of Modern Quotations

4. Life cycle of scholarly content
Research process
Content consumption
- Research undertaken
- Content found
- content produced
- Consumed
- submitted
Content dissemination Publishing process
- Sales/ subscription - Peer review mgmt
- Open access - Editing
- Marketing - Format

5. Publishing processes – format
• Average scholarly book or monograph is typically 70,000 – 110,000
words long. Ave. journal article 7-8000 words, issue between 5- 10
articles per issue
Why?
• A legacy of print and traditional models…
- Certain number of pages to required to bind a book, make economically
viable to enable printing
- Length associated with value (maintain sales)
- the way the system works – publishers, funders, universities.
• But does it work as well as it could?

6. Palgrave Macmillan research project
• In October 2011, a Palgrave Macmillan Research Panel was established-
1,268 HSS researchers recruited from across geographies and disciplines
• All panellists provided a range of demographic information alongside their
responses to the surveys issued. Information obtained included: area of
academic interest, location, job title and publishing history.
Sample findings
• 93% of the responders have published 1 or more peer-reviewed research articles in the
last 5 years
• 54% have published a peer-reviewed monograph in the last 5 years
• Researchers spend on average 10 hours per week reading academic literature for
specific research purposes

7. Research findings - formats
• Almost two thirds (64% of the 870 Which of the following statements best describes
who responded to this survey) felt that your view of the length of a typical monograph?
the length of journal articles was 8%
about right, 0% 9%
4%
• The results demonstrated that a Far too long
number of authors (36% journal A little too long
article authors and 50% monograph 29% About right
A little too short
authors) are not satisfied by the Far too short
formats available to them. I don't know
50%
• For both formats, of those who felt
that the length was not right, almost
all said that they were too long.

8. Research findings - formats
• Asked whether a new format in Assuming a reputable scholarly publisher was
publishing a format in between an article and a
between journal and book was a good monograph in terms of length and detail, how likely
idea, only 16% of respondents believe would you be to consider authoring such a publication?
it wasn‟t necessary. 6%
1%
• The respondents who indicated that 10%
a mid-form was a good idea or who 35% Very likely
neither agreed nor disagreed, were Quite likely
asked how likely they would be to Not very likely
publish research in this format: Not at all likely
I don't know
84% (n=705) indicated that they 48%
would be likely to publish.

9. Research findings - consumption of
content
Research articles were the most frequently read, with 86% of respondents reading
articles at least once a week. Chapters of monographs and whole monographs
were second and third respectively.

10. What length should research be?
• Does it matter? Researchers want flexibility, and publishers are in the position to
provide that.
Examples of publishers moving into this space:
• Launched 2010: SpringerBriefs – works between 50 and 125 pages in length.
Concise summaries of cutting-edge research and practical applications across a wide
spectrum of fields.
• Launched 2011: Princeton Shorts - brief selections taken from previously-published
influential Princeton University Press books and produced exclusively in ebook
format.
• Launched 2012: Palgrave Pivot – publishing original research at lengths between
the journal article and monograph, Palgrave Pivot is an e-first initiative, offering an
open access option as well as traditional business models.

11. Life cycle of scholarly content
Research process
Content consumption
- Research undertaken
- Content found
- content produced
- Consumed
- submitted
Content dissemination Publishing process
- Sales/ subscription - Peer review mgmt
- Open access - Editing
- Marketing - Format

12. What are the next boundaries to be
broken?

13. UKSG, 8-10 April
@kaythaney @digitalsci
digital-science.com

14. Breaking the boundaries of
scholarly publishing
The library perspective
Sara Killingworth
Maverick Publishing Specialists

15. Topics
• Where it all began
• New publishing models
• New platforms
• New business models
• What next??

16. Where it all began
• What is a book or journal?
• “A written or printed work consisting of pages glued or
sewn together along one side and bound in covers.”
• First born ca. 618-970 – China
• Gutenberg Bible

17. Where it all began
• Publishers
• Produced books / journals in print format
• Began producing digital works – on CD-Rom, online
• But pretty much same structure/content etc.
• Libraries
• Purchased individual books or collections
• Purchased individual journals or collections
• Bought originally in print
• Then CD-Rom…

18. New publishing models
• Journals: • Short form research /
• Video-based, e.g. JOVE monographs
• Open access • SpringerBriefs
• Ebooks • Palgrave Pivot
• PDF • Open source content
• Born digital / Enhanced
• Video / YouTube
• Etextbooks
• Online assessment / learning
• Reference Tree tools
• Flooved
• Digital Assets Stores
• CourseSmart
• Cengage Mindtap
• Kortext / Aspire
• Flatworld Knowledge

19. New platforms
• Devices agnostic:
• eReaders
• Tablets
• Smartphones etc.
• Technology and the student
• 67% of students use technology at least once an hour
• 40% every 10 minutes
• Quick to substitute -- alternative sources of
information that are connected
• Google, Wikipedia, other sources

20. New platforms
• A lesson from rolling out mobile services, across devices
• Most of the time is spent testing across devices to make sure it
displays correctly
• Ensuring content is fit to be used across devices
• Computers
• Cross browser support
• Mobile devices
• Screen type-issues
• Content type supported
• Right image sizes
• Page scaling
• Apps?
• HTML5?

21. New business models
• Patron Driven Acquisition
• Article Processing Charges
• Institution bursaries
• Kortext / Aspire / John Smith

22. Run aMOOC?
• Coursera
• edXm
• Udacity

23. What Does the Future Look Like?
• An Integrated model?
– A combination of resources?
• Textbooks, ebooks, journals
• Library resources
• Open Source online content
– Assessment Tools?
– Social Media Integration?
• Fragmented model opens opportunities for libraries to become resource
hub?
• More business models?
• More publishing models?
• What else do we need to consider?

24. What Does the Future Look Like?

25. Thank You
Sara Killingworth
sara@maverick-os.com