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
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
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