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eReading	
  Futures
                    What	
  do	
  you	
  think?




Monique	
  Sherre7
monique@boxcarmarke=ng.com
Why	
  publish?	
  
• To	
  communicate.	
  
• Publishing	
  supports	
  a	
  basic	
  human	
  desire	
  to	
  
  express	
  ideas	
  and	
  stories.
• Publishing	
  supports	
  a	
  basic	
  human	
  desire	
  to	
  
  receive	
  ideas	
  and	
  stories.	
  




                                                                      2
What	
  Is	
  a	
  Book?	
  Magazine?
• Reading	
  experience




                                              3
What	
  Makes	
  the	
  Reading	
  Experience	
  of	
  a	
  
      Magazine	
  Different	
  From	
  a	
  Book,	
  Website,	
  
          Collec=on	
  of	
  Wri7en	
  Content?
• Anything?	
  
• The	
  a7ributes	
  that	
  define	
  a	
  magazine	
  are	
  simply	
  different	
  in	
  
  terms	
  of	
  user	
  experience.	
  




                                                                                              4
Is	
  Paper	
  an	
  Essen=al	
  Characteris=c?
• Physical	
  appearance	
  should	
  not	
  be	
  confused	
  
  with	
  user	
  experience.
• Separa=on	
  of	
  content	
  from	
  form	
  (or	
  content	
  
  from	
  container)




                                                                     5
Mequoda	
  Summary




     http://www.MequodaFree.com




                                  6
6
                7	
  Core	
  Essen=als	
   +1 Bonus
Magazines	
  are:
1. Linear
2. Finite
3. Periodic
4. Cohesive
5. Portable
6. Textual
7. Collec=ble
                                                7
#1	
  Linear
• Designed	
  to	
  be	
  read	
  front	
  to	
  back:	
  covers,	
  table	
  
  of	
  contents,	
  series	
  of	
  ar=cles.
• Not	
  meant	
  to	
  be	
  read	
  in	
  en=rety.	
  Avg	
  =me	
  
  spent	
  with	
  avg	
  issue	
  of	
  a	
  magazine	
  =	
  1	
  hour.	
  
• Not	
  a	
  website:	
  hundreds	
  of	
  ar=cles,	
  arranged	
  
  with	
  taxonomies	
  and	
  hyperlinks.	
  Not	
  linear!	
  



                                                                            8
#2	
  Finite
• As	
  are	
  books,	
  movies,	
  but	
  not	
  websites.	
  
  Website	
  has	
  no	
  beginning	
  or	
  end.	
  You	
  can	
  
  never	
  finish.	
  
• Magazines	
  offer	
  closure.	
  I	
  read	
  the	
  Feb	
  issue	
  of	
  
  Vanity	
  Fair	
  =	
  I’m	
  done	
  with	
  that.	
  




                                                                            9
#3	
  Periodic
• Weekly,	
  monthly,	
  quarterly
• Delivery	
  based	
  on	
  how	
  oeen	
  the	
  user	
  wants	
  to	
  consume	
  content,	
  how	
  oeen	
  the	
  
  content	
  is	
  needed	
  and	
  changing
• If	
  you’re	
  a	
  kni7er	
  and	
  ideally	
  do	
  6	
  new	
  projects	
  a	
  year,	
  a	
  knigng	
  magazine	
  delivered	
  
  6x	
  a	
  year	
  is	
  ideal.	
  
• BUT	
  in	
  print,	
  produc=on	
  is	
  oeen	
  guided	
  by	
  a	
  print	
  process.	
  Time	
  to	
  print	
  on	
  paper,	
  
  postal	
  service,	
  costs.
• Print	
  to	
  digital	
  requires	
  a	
  mental	
  shie	
  –	
  what	
  is	
  the	
  organic	
  frequency	
  of	
  the	
  
  magazine	
  vs.	
  the	
  economic	
  frequency	
  imposed	
  by	
  physical	
  prin=ng	
  cycles?
• Maybe	
  I	
  want	
  Vanity	
  Fair	
  every	
  Friday	
  aeernoon	
  instead	
  of	
  monthly.	
  50	
  pages	
  
  instead	
  of	
  300?	
  Then	
  maybe	
  you	
  capture	
  my	
  a7en=on	
  for	
  an	
  hour	
  a	
  week	
  instead	
  of	
  
  an	
  hour	
  a	
  month?
• What	
  does	
  that	
  mean	
  in	
  terms	
  of	
  editorial?	
  Adver=sing?	
  Customer	
  sa=sfac=on?	
  
  Subscrip=on	
  reten=on	
  rates?

                                                                                                                                        10
#4	
  Cohesive
• Appealing	
  because	
  they	
  are	
  edited,	
  curated
• Not	
  an	
  isolated	
  collec=on	
  of	
  ar=cles	
  but	
  rather	
  
  a	
  connected,	
  cohesive	
  series	
  of	
  content
• Frequently	
  introduced	
  by	
  a	
  Le7er	
  from	
  the	
  
  Editor	
  that	
  provides	
  context	
  for	
  the	
  issue
• Greater	
  than	
  the	
  sum	
  of	
  its	
  parts.	
  



                                                                         11
#5	
  Portable
• You	
  can	
  fully	
  experience	
  the	
  magazine	
  at	
  
  home,	
  in	
  the	
  coffee	
  shop,	
  on	
  the	
  bus
• Tablets	
  do	
  not	
  diminish	
  that	
  experience




                                                                   12
#6	
  Textual
• Editorial	
  content,	
  the	
  art	
  of	
  storytelling,	
  the	
  
  ability	
  to	
  write	
  engaging	
  paragraphs	
  of	
  text:	
  
  this	
  is	
  not	
  going	
  away




                                                                          13
#7	
  Collec=ble
• There	
  are	
  households	
  with	
  every	
  issue	
  of	
  
  Na=onal	
  Geographic	
  or	
  Reader’s	
  Digest
• Will	
  this	
  con=nue?




                                                                   14
What	
  do	
  Readers	
  of	
  the	
  Future	
  Expect?

• Content	
  is	
  available	
  to	
  them	
  everywhere:	
  
  desktop,	
  laptop,	
  tablet,	
  smartphone,	
  and	
  in	
  
  synch
• Content	
  is	
  searchable:	
  in	
  print,	
  content	
  could	
  
  only	
  be	
  searched	
  in	
  a	
  linear	
  manner	
  whereas	
  
  databases	
  allow	
  for	
  search	
  by	
  keyword,	
  
  category,	
  bookmark,	
  etc.


                                                                         15
Any	
  good	
  models	
  for	
  the	
  
                  digital	
  magazine	
  experience?
Will	
  publishers	
  have	
  two	
  websites?	
  

Subscrip=on-­‐based	
  magazine	
  site	
  (linear,	
  one-­‐hour	
  month	
  experience)
  •	
   Enable	
  users	
  to	
  buy	
  and	
  download	
  individual	
  issues	
  or	
  12-­‐month	
  subscrip=on
  •	
   Powers	
  digital	
  issues	
  viewable	
  on	
  iPad,	
  tablet,	
  etc.	
  
  •	
   Searchable	
  archive	
  of	
  editorial	
  content	
  that	
  appears	
  in	
  the	
  magazine
  •	
   Subset	
  of	
  the	
  reference	
  site

Subscrip=on-­‐based	
  online	
  database	
  (reference	
  site)
  •	
   Different	
  beast
  •	
   Shorter	
  engagement	
  =mes
  •	
   One-­‐off	
  ar=cle	
  reading




                                                                                                                     16
How	
  do	
  you	
  mone=ze	
  a	
  currently	
  free	
  
              digital	
  magazine	
  archive?
1.	
  Brand	
  Building
• Magazines	
  issues	
  are	
  more	
  impressive	
  than	
  HTML	
  web	
  pages.	
  
• Print	
  is	
  s=ll	
  associated	
  with	
  higher	
  quality,	
  curated	
  content	
  than	
  online.
• Put	
  up	
  the	
  archives	
  as	
  sellable	
  content.	
  
2.	
  Traffic	
  Genera=on
• Best	
  digital	
  magazine	
  soeware	
  generates	
  pages	
  with	
  unique	
  URLs	
  that	
  can	
  be	
  indexed	
  by	
  
       search.
• If	
  content	
  is	
  shareable,	
  it	
  is	
  discoverable.	
  
• If	
  content	
  is	
  shareable,	
  you	
  can	
  make	
  it	
  findable	
  by	
  crea=ng	
  blog	
  posts	
  that	
  reference	
  and	
  
       link	
  to	
  back	
  issue	
  content.
• Back-­‐issue-­‐generated	
  traffic	
  can	
  produce	
  traffic	
  to	
  current	
  content

3.	
  Lead	
  Genera=on
• Even	
  if	
  you	
  keep	
  the	
  back	
  issues	
  free,	
  digital	
  magazines	
  provide	
  a	
  reason	
  for	
  new	
  users	
  to	
  
       visit	
  your	
  site,	
  register	
  for	
  email	
  newsle7ers,	
  download	
  content.	
  These	
  are	
  opportuni=es	
  
       to	
  gain	
  subscribers

4.	
  Retail	
  Visibility
• Even	
  if	
  you	
  distribute	
  them	
  freely	
  through	
  Apple,	
  Amazon,	
  Zinio,	
  the	
  visibility	
  in	
  these	
  
       channels	
  can	
  lead	
  to	
  new	
  customers	
  discovering	
  the	
  magazine                                                         17
By	
  the	
  Numbers
2011	
  MPA	
  Survey	
  (magazines.org)	
  “The	
  Mobile	
  Magazine	
  Reader:	
  A	
  Custom	
  Study	
  of	
  
Magazine	
  App	
  Users”	
  
• 58%	
  of	
  those	
  surveyed	
  said	
  they	
  typically	
  found	
  magazine	
  apps	
  through	
  the	
  Apple	
  
  iTunes	
  store	
  or	
  another	
  electronic	
  magazine	
  newsstand.
• 63%	
  reported	
  visi=ng	
  a	
  magazine’s	
  website	
  aTer	
  viewing	
  some	
  form	
  of	
  its	
  electronic	
  
  magazine	
  content.
• 55%	
  read	
  both	
  current	
  and	
  back	
  issues	
  than	
  only	
  reading	
  current	
  issues.
• 48%	
  are	
  “reading	
  fewer	
  copies	
  of	
  printed	
  magazines.”
• 77%	
  of	
  respondents	
  want	
  to	
  know	
  the	
  real	
  cost	
  of	
  a	
  digital	
  magazine	
  app	
  up	
  front,	
  
  without	
  any	
  confusion	
  in	
  the	
  message.
• 73%	
  “somewhat	
  agree”	
  or	
  “strongly	
  agree”	
  to	
  paying	
  a	
  fixed	
  amount	
  to	
  access	
  the	
  
  digital	
  magazine	
  content	
  on	
  any	
  plaXorm	
  or	
  device	
  they	
  choose.
• 70%	
  of	
  users	
  would	
  like	
  the	
  opportunity	
  to	
  purchase	
  products	
  directly	
  from	
  digital	
  
  magazine	
  ar=cles.

                                                                                                                                       18
Best	
  Angles	
  of	
  Approach?
•	
  Transform	
  the	
  best	
  stuff	
  for	
  digital	
  delivery
•	
  Build	
  websites	
  designed	
  to	
  a7ract	
  your	
  target	
  audience
•	
  Build	
  websites	
  that	
  empower	
  direct	
  to	
  consumer	
  sales
•	
  Build	
  consumer	
  databases
•	
  Build	
  rela=onships	
  with	
  Amazon,	
  Apple,	
  and	
  every	
  other	
  
     digital	
  media	
  retailer	
  who	
  makes	
  a	
  significant	
  contribu=on	
  
     to	
  selling	
  digital	
  books	
  and	
  periodicals




                                                                                          19
Resources	
  to	
  Review
• h7p://www.magazine.org/
• h7p://zinio.com
• h7p://issuu.com/
• h7ps://developer.apple.com/devcenter/ios/
  newsstand/
• Amazon:	
  Kindle	
  Newsstand



                                              20
Break
• Lab	
  on	
  Tues:	
  bring	
  laptops.	
  
• Sign	
  up	
  for	
  Pressbooks.com
  h7p://pressbooks.com/wp-­‐signup.php
• Download	
  and	
  install	
  Sigil	
  
  h7p://code.google.com/p/sigil/
Copyright	
  &	
  DRM
Digital	
  Rights	
  Management
•   Anything	
  that	
  controls	
  access	
  to	
  copyrighted	
  material	
  using	
  technological	
  means.
•   Technology	
  that	
  controls	
  what	
  the	
  buyer	
  can	
  do	
  with	
  the	
  digital	
  media:	
  share	
  a	
  
    song,	
  read	
  an	
  ebook	
  on	
  another	
  device,	
  copy	
  a	
  DVD
•   aka	
  Digital	
  Restric-ons	
  Management
•   Takes	
  the	
  possibili=es	
  of	
  digital	
  technology	
  and	
  micromanages	
  usage	
  op=ons

Piracy
•   File	
  sharing	
  on	
  peer-­‐to-­‐peer	
  networks
•   DRM	
  seeks	
  to	
  limit	
  distribu=on	
  of	
  copyright	
  materials	
  via	
  these	
  networks

Free	
  Content
•   Paid	
  content	
  that	
  the	
  customer	
  is	
  able	
  to	
  read,	
  use,	
  share	
  without	
  limits	
  of	
  filetype	
  
    or	
  device	
  respec=ng	
  the	
  spirit	
  of	
  copyright.
•   Free	
  as	
  in	
  libre,	
  not	
  free	
  as	
  in	
  gra-s
                                                                                                                                     22
The	
  Holy	
  Trinity	
  of	
  DRM
1. Establish	
  copyright	
  for	
  a	
  piece	
  of	
  content
2. Manage	
  the	
  distribu=on	
  of	
  that	
  content
3. Control	
  what	
  the	
  consumer	
  can	
  do	
  with	
  that	
  
   content	
  once	
  it’s	
  been	
  distributed




                                                                         23
User/Creator,	
  Content,	
  Usage	
  Rights




                                           24
Pros?	
  Cons?	
  Approaches?
• Pro:	
  Tool	
  meant	
  to	
  protect	
  copyright	
  and	
  revenues	
  for	
  
  publishers	
  and	
  authors
• Pro:	
  Meant	
  to	
  protect	
  consumers	
  from	
  poor	
  quality	
  products,	
  
  low	
  produc=on	
  values,	
  risks	
  to	
  hardware
• Con:	
  Physical	
  purchases	
  can	
  be	
  lent,	
  shared,	
  parted	
  with,	
  and	
  
  consumed	
  whenever,	
  wherever	
  and	
  however	
  oeen
• Con:	
  Makes	
  it	
  more	
  difficult	
  to	
  buy,	
  consume	
  (plaworm	
  
  exclusivity,	
  i.e.,	
  Kindle	
  book	
  only	
  on	
  Kindle)


Where	
  there	
  are	
  locks	
  there	
  are	
  thieves.
DRM-­‐arms	
  race.
                                                                                                 25
Prep	
  for	
  Wed/Thurs
Content:	
  15	
  min	
  presenta=on	
  
• Scope	
  and	
  requirements	
  that	
  came	
  out	
  of	
  the	
  kick-­‐off	
  mee7ng	
  (remind	
  us	
  of	
  where	
  we	
  came	
  from)
• Walkthrough	
  the	
  Informa7on	
  Architecture	
  (get	
  us	
  all	
  on	
  the	
  same	
  page—naviga7on	
  decisions,	
  intended	
  
  func7onality)
• Hand	
  off	
  to	
  Design

Design:	
  30	
  min	
  presenta=on
• Present	
  the	
  basis	
  of	
  your	
  brand	
  guidelines	
  (broad	
  strokes—tone,	
  decisions	
  made	
  on	
  logo	
  refresh,	
  colours,	
  how	
  
  it	
  supports	
  what	
  you	
  understand	
  about	
  the	
  audience	
  and	
  brand)
• Walkthrough	
  the	
  design	
  comps

Tech:	
  15	
  min	
  presenta=on
• Outline	
  the	
  technical	
  scope	
  and	
  requirements	
  you	
  iden7fied	
  from	
  the	
  kick-­‐off	
  mee7ng
• Brief	
  outline	
  the	
  suggested	
  solu7on	
  (not	
  too	
  technical:	
  db	
  exports	
  xml	
  (file	
  format	
  readable	
  by	
  other	
  db),	
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Future of eReading

  • 1. eReading  Futures What  do  you  think? Monique  Sherre7 monique@boxcarmarke=ng.com
  • 2. Why  publish?   • To  communicate.   • Publishing  supports  a  basic  human  desire  to   express  ideas  and  stories. • Publishing  supports  a  basic  human  desire  to   receive  ideas  and  stories.   2
  • 3. What  Is  a  Book?  Magazine? • Reading  experience 3
  • 4. What  Makes  the  Reading  Experience  of  a   Magazine  Different  From  a  Book,  Website,   Collec=on  of  Wri7en  Content? • Anything?   • The  a7ributes  that  define  a  magazine  are  simply  different  in   terms  of  user  experience.   4
  • 5. Is  Paper  an  Essen=al  Characteris=c? • Physical  appearance  should  not  be  confused   with  user  experience. • Separa=on  of  content  from  form  (or  content   from  container) 5
  • 6. Mequoda  Summary http://www.MequodaFree.com 6
  • 7. 6 7  Core  Essen=als   +1 Bonus Magazines  are: 1. Linear 2. Finite 3. Periodic 4. Cohesive 5. Portable 6. Textual 7. Collec=ble 7
  • 8. #1  Linear • Designed  to  be  read  front  to  back:  covers,  table   of  contents,  series  of  ar=cles. • Not  meant  to  be  read  in  en=rety.  Avg  =me   spent  with  avg  issue  of  a  magazine  =  1  hour.   • Not  a  website:  hundreds  of  ar=cles,  arranged   with  taxonomies  and  hyperlinks.  Not  linear!   8
  • 9. #2  Finite • As  are  books,  movies,  but  not  websites.   Website  has  no  beginning  or  end.  You  can   never  finish.   • Magazines  offer  closure.  I  read  the  Feb  issue  of   Vanity  Fair  =  I’m  done  with  that.   9
  • 10. #3  Periodic • Weekly,  monthly,  quarterly • Delivery  based  on  how  oeen  the  user  wants  to  consume  content,  how  oeen  the   content  is  needed  and  changing • If  you’re  a  kni7er  and  ideally  do  6  new  projects  a  year,  a  knigng  magazine  delivered   6x  a  year  is  ideal.   • BUT  in  print,  produc=on  is  oeen  guided  by  a  print  process.  Time  to  print  on  paper,   postal  service,  costs. • Print  to  digital  requires  a  mental  shie  –  what  is  the  organic  frequency  of  the   magazine  vs.  the  economic  frequency  imposed  by  physical  prin=ng  cycles? • Maybe  I  want  Vanity  Fair  every  Friday  aeernoon  instead  of  monthly.  50  pages   instead  of  300?  Then  maybe  you  capture  my  a7en=on  for  an  hour  a  week  instead  of   an  hour  a  month? • What  does  that  mean  in  terms  of  editorial?  Adver=sing?  Customer  sa=sfac=on?   Subscrip=on  reten=on  rates? 10
  • 11. #4  Cohesive • Appealing  because  they  are  edited,  curated • Not  an  isolated  collec=on  of  ar=cles  but  rather   a  connected,  cohesive  series  of  content • Frequently  introduced  by  a  Le7er  from  the   Editor  that  provides  context  for  the  issue • Greater  than  the  sum  of  its  parts.   11
  • 12. #5  Portable • You  can  fully  experience  the  magazine  at   home,  in  the  coffee  shop,  on  the  bus • Tablets  do  not  diminish  that  experience 12
  • 13. #6  Textual • Editorial  content,  the  art  of  storytelling,  the   ability  to  write  engaging  paragraphs  of  text:   this  is  not  going  away 13
  • 14. #7  Collec=ble • There  are  households  with  every  issue  of   Na=onal  Geographic  or  Reader’s  Digest • Will  this  con=nue? 14
  • 15. What  do  Readers  of  the  Future  Expect? • Content  is  available  to  them  everywhere:   desktop,  laptop,  tablet,  smartphone,  and  in   synch • Content  is  searchable:  in  print,  content  could   only  be  searched  in  a  linear  manner  whereas   databases  allow  for  search  by  keyword,   category,  bookmark,  etc. 15
  • 16. Any  good  models  for  the   digital  magazine  experience? Will  publishers  have  two  websites?   Subscrip=on-­‐based  magazine  site  (linear,  one-­‐hour  month  experience) •   Enable  users  to  buy  and  download  individual  issues  or  12-­‐month  subscrip=on •   Powers  digital  issues  viewable  on  iPad,  tablet,  etc.   •   Searchable  archive  of  editorial  content  that  appears  in  the  magazine •   Subset  of  the  reference  site Subscrip=on-­‐based  online  database  (reference  site) •   Different  beast •   Shorter  engagement  =mes •   One-­‐off  ar=cle  reading 16
  • 17. How  do  you  mone=ze  a  currently  free   digital  magazine  archive? 1.  Brand  Building • Magazines  issues  are  more  impressive  than  HTML  web  pages.   • Print  is  s=ll  associated  with  higher  quality,  curated  content  than  online. • Put  up  the  archives  as  sellable  content.   2.  Traffic  Genera=on • Best  digital  magazine  soeware  generates  pages  with  unique  URLs  that  can  be  indexed  by   search. • If  content  is  shareable,  it  is  discoverable.   • If  content  is  shareable,  you  can  make  it  findable  by  crea=ng  blog  posts  that  reference  and   link  to  back  issue  content. • Back-­‐issue-­‐generated  traffic  can  produce  traffic  to  current  content 3.  Lead  Genera=on • Even  if  you  keep  the  back  issues  free,  digital  magazines  provide  a  reason  for  new  users  to   visit  your  site,  register  for  email  newsle7ers,  download  content.  These  are  opportuni=es   to  gain  subscribers 4.  Retail  Visibility • Even  if  you  distribute  them  freely  through  Apple,  Amazon,  Zinio,  the  visibility  in  these   channels  can  lead  to  new  customers  discovering  the  magazine 17
  • 18. By  the  Numbers 2011  MPA  Survey  (magazines.org)  “The  Mobile  Magazine  Reader:  A  Custom  Study  of   Magazine  App  Users”   • 58%  of  those  surveyed  said  they  typically  found  magazine  apps  through  the  Apple   iTunes  store  or  another  electronic  magazine  newsstand. • 63%  reported  visi=ng  a  magazine’s  website  aTer  viewing  some  form  of  its  electronic   magazine  content. • 55%  read  both  current  and  back  issues  than  only  reading  current  issues. • 48%  are  “reading  fewer  copies  of  printed  magazines.” • 77%  of  respondents  want  to  know  the  real  cost  of  a  digital  magazine  app  up  front,   without  any  confusion  in  the  message. • 73%  “somewhat  agree”  or  “strongly  agree”  to  paying  a  fixed  amount  to  access  the   digital  magazine  content  on  any  plaXorm  or  device  they  choose. • 70%  of  users  would  like  the  opportunity  to  purchase  products  directly  from  digital   magazine  ar=cles. 18
  • 19. Best  Angles  of  Approach? •  Transform  the  best  stuff  for  digital  delivery •  Build  websites  designed  to  a7ract  your  target  audience •  Build  websites  that  empower  direct  to  consumer  sales •  Build  consumer  databases •  Build  rela=onships  with  Amazon,  Apple,  and  every  other   digital  media  retailer  who  makes  a  significant  contribu=on   to  selling  digital  books  and  periodicals 19
  • 20. Resources  to  Review • h7p://www.magazine.org/ • h7p://zinio.com • h7p://issuu.com/ • h7ps://developer.apple.com/devcenter/ios/ newsstand/ • Amazon:  Kindle  Newsstand 20
  • 21. Break • Lab  on  Tues:  bring  laptops.   • Sign  up  for  Pressbooks.com h7p://pressbooks.com/wp-­‐signup.php • Download  and  install  Sigil   h7p://code.google.com/p/sigil/
  • 22. Copyright  &  DRM Digital  Rights  Management • Anything  that  controls  access  to  copyrighted  material  using  technological  means. • Technology  that  controls  what  the  buyer  can  do  with  the  digital  media:  share  a   song,  read  an  ebook  on  another  device,  copy  a  DVD • aka  Digital  Restric-ons  Management • Takes  the  possibili=es  of  digital  technology  and  micromanages  usage  op=ons Piracy • File  sharing  on  peer-­‐to-­‐peer  networks • DRM  seeks  to  limit  distribu=on  of  copyright  materials  via  these  networks Free  Content • Paid  content  that  the  customer  is  able  to  read,  use,  share  without  limits  of  filetype   or  device  respec=ng  the  spirit  of  copyright. • Free  as  in  libre,  not  free  as  in  gra-s 22
  • 23. The  Holy  Trinity  of  DRM 1. Establish  copyright  for  a  piece  of  content 2. Manage  the  distribu=on  of  that  content 3. Control  what  the  consumer  can  do  with  that   content  once  it’s  been  distributed 23
  • 25. Pros?  Cons?  Approaches? • Pro:  Tool  meant  to  protect  copyright  and  revenues  for   publishers  and  authors • Pro:  Meant  to  protect  consumers  from  poor  quality  products,   low  produc=on  values,  risks  to  hardware • Con:  Physical  purchases  can  be  lent,  shared,  parted  with,  and   consumed  whenever,  wherever  and  however  oeen • Con:  Makes  it  more  difficult  to  buy,  consume  (plaworm   exclusivity,  i.e.,  Kindle  book  only  on  Kindle) Where  there  are  locks  there  are  thieves. DRM-­‐arms  race. 25
  • 26. Prep  for  Wed/Thurs Content:  15  min  presenta=on   • Scope  and  requirements  that  came  out  of  the  kick-­‐off  mee7ng  (remind  us  of  where  we  came  from) • Walkthrough  the  Informa7on  Architecture  (get  us  all  on  the  same  page—naviga7on  decisions,  intended   func7onality) • Hand  off  to  Design Design:  30  min  presenta=on • Present  the  basis  of  your  brand  guidelines  (broad  strokes—tone,  decisions  made  on  logo  refresh,  colours,  how   it  supports  what  you  understand  about  the  audience  and  brand) • Walkthrough  the  design  comps Tech:  15  min  presenta=on • Outline  the  technical  scope  and  requirements  you  iden7fied  from  the  kick-­‐off  mee7ng • Brief  outline  the  suggested  solu7on  (not  too  technical:  db  exports  xml  (file  format  readable  by  other  db),  wp   imports  xml;  Wordpress—why  seems  like  best  op7on,  what  tech  requirements  it  addresses) • Demo  your  progress  (in  par7cular,  edit  an  author  profile,  show  how  easy  it  is  to  use  the  wysiwyg  editor) • Conclude  with  next  steps  (Take  Alan/David  feedback  into  considera7on,  build  what  we  can—manage   expecta7ons  here,  ok  to  set  up  social  media  accounts) All  Groups:  Update  your  docs