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MARKETING BOOKS IN A
     WORLD OF
  DISCOVERABILITY




 STANDING OUT AMONGST
   20,000,000+ BOOKS
         ONLINE
Oxford University Press
• Over 35,000 ISBN’s in print, 20,000+ ac?ve
• Dis?nct Types of publishing:
       Trade
   –
       Academic/Professional
   –
       Reference
   –
       Higher Educa?on
   –
       Journals
   –
       School/Children's
   –
       English Language Teaching
   –
• Over 12,000 ebooks in UPDF format
• Over 4,500 in XML
OUP in Google Book Search (GBS)
   Initial Plan was to put in
                                        Click to Buy Conversion Rates
    5,000+ titles and monitor
    progress for a year                 Buy %        Buys         Income
                                          1%       7,348       $293,927
   Higher Ed, Reference,
                                          2%      14,696       $587,854
    Medicine, and “misc adoption
    titles” were excluded from            3%      22,045       $881,782
    program                               4%      29,393     $1,175,709
   15,564 titles into Google             5%      36,741     $1,469,636
    Book Search                           6%      44,089     $1,763,563
      – 143,822,674 book pages            7%      51,437     $2,057,490
        viewed                            8%      58,785     $2,351,418
      – 734,818 “buy the book” clicks
                                          9%      66,134     $2,645,345
      – 47.21 buy click per book on
                                         10%      73,482     $2,939,272
        average
      – $40 Average book price
Its a Full-Text Search World
• Google Book Search has millions of titles that
  internet users can discover via full text
  searches
• The Settlement with the Authors Guild and
  AAP gives them approximately 20,000,000
  more titles
• Little or no control over how your titles are
  indexed as full text crawling cannot be
  manipulated to your specific marketing
  message
What if You Started with XML?
• By producing books in XML one can
  create “chunkable” content
• The “chunkability” can create endless
  iterations of the same content
• Specific chunks of content can be
  displayed to enable market messaging –
  much more efficiently than relying on the
  right phrase found via full text search
Real-Life Example
     Oxford Scholarship Online
• Over 3,000 titles in OSO
  all in XML
• Every book has:
   • Chapter abstracts
   • Chapter Indices
   • Chapter Keywords
• Primary Intent was A+I
  (Abstract & Index)
  Services
• Google Discoverability is
  current application
• XML editorial and
  production workflow
  allows for evolving
  applications of content
The Big Picture
• Starting with XML is the only way to cost
  effectively create flexible content
• Flexible Content can be manipulated for
  any marketing use or message
• Flexible Content leads to custom
  applications for any number of uses
  including new or additional content.

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Marketing Books In A World Of Discoverability

  • 1. MARKETING BOOKS IN A WORLD OF DISCOVERABILITY STANDING OUT AMONGST 20,000,000+ BOOKS ONLINE
  • 2. Oxford University Press • Over 35,000 ISBN’s in print, 20,000+ ac?ve • Dis?nct Types of publishing: Trade – Academic/Professional – Reference – Higher Educa?on – Journals – School/Children's – English Language Teaching – • Over 12,000 ebooks in UPDF format • Over 4,500 in XML
  • 3. OUP in Google Book Search (GBS)  Initial Plan was to put in Click to Buy Conversion Rates 5,000+ titles and monitor progress for a year Buy % Buys Income 1% 7,348 $293,927  Higher Ed, Reference, 2% 14,696 $587,854 Medicine, and “misc adoption titles” were excluded from 3% 22,045 $881,782 program 4% 29,393 $1,175,709  15,564 titles into Google 5% 36,741 $1,469,636 Book Search 6% 44,089 $1,763,563 – 143,822,674 book pages 7% 51,437 $2,057,490 viewed 8% 58,785 $2,351,418 – 734,818 “buy the book” clicks 9% 66,134 $2,645,345 – 47.21 buy click per book on 10% 73,482 $2,939,272 average – $40 Average book price
  • 4. Its a Full-Text Search World • Google Book Search has millions of titles that internet users can discover via full text searches • The Settlement with the Authors Guild and AAP gives them approximately 20,000,000 more titles • Little or no control over how your titles are indexed as full text crawling cannot be manipulated to your specific marketing message
  • 5. What if You Started with XML? • By producing books in XML one can create “chunkable” content • The “chunkability” can create endless iterations of the same content • Specific chunks of content can be displayed to enable market messaging – much more efficiently than relying on the right phrase found via full text search
  • 6. Real-Life Example Oxford Scholarship Online • Over 3,000 titles in OSO all in XML • Every book has: • Chapter abstracts • Chapter Indices • Chapter Keywords • Primary Intent was A+I (Abstract & Index) Services • Google Discoverability is current application • XML editorial and production workflow allows for evolving applications of content
  • 7. The Big Picture • Starting with XML is the only way to cost effectively create flexible content • Flexible Content can be manipulated for any marketing use or message • Flexible Content leads to custom applications for any number of uses including new or additional content.