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This year’s model: strategies
      for increasing access to
          research content
                    Mark Ware
Association of Subscription Agents Annual Conference 2011
RIN: Dynamics of Improving
   Access to Research Papers
                               Open access
                                                  Gold OA
        Green OA


              Delayed access
Centralised                                       Article-level




National licence                        Transactional models


                               Non-OA
PPV
Publisher                 Individual


       PDA,
  Core+Peripheral              DocDel
 PPV convert2Subs
     DocDel


Library                   Aggregator
Ease of access to journal articles
                      % saying access is Easy or Very Easy




                                                                    Base: those describing access to journal articles as important
                                                             100%
                                                                                                                     94%
                                                             75%                                 82%
                                                                         71%
                                                             50%


                                                             25%


                                                              0%
                                                                          SME             Large company University/College

Source: Access by UK small and medium-sized enterprises to professional and academic
information . PRC Report (2009)                                                              4
Difficulties accessing articles

                                                                        SME                Large co.   Univ
                      Recent
                                                                         55%                 34%       24%
                     difficulty
                    Difficulties
                                                                            11                6.4      12.4
                     per year
                   Articles read
                                                                          112                101       169
                     per year
                   % articles w/
                                                                         10%                  6%       7%
                     difficulty

Source: Access by UK small and medium-sized enterprises to professional and academic
information . PRC Report (2009)                                                        5
@EF#A&9'(,*,'(,'7&                     =54,.'6,'7&H2
                                  .,#,".%/,.#&;2




                                                                                              9'#$7:7$5'"+&;<2



                                                                     !"#$%&"'(&)**+$,(&
                                                                         -,#,".%/
                                                                            012

                                                    3,4,+5*6,'7"+&                                    =54,.'6,'7&;2
                                                      -,#,".%/
                                                        812                                         >?@A&B:C+$%&#,%75.&/,"+7/&
                                                                                                               ;2
                                                                                           D5.*5."7,&02
                                                                                                           @EF#A&9'(,*,'(,'7&
                                                                                                              .,#,".%/,.#&G2
                                       D5.*5."7,&8H2                                                  9'#$7:7$5'"+&H2



                                                                               >?@A&B:C+$%&#,%75.&/,"+7/&
                                                                                          G2

Source: UNESCO (2010); ONS (2010); CEPA estimates
~10–30 million


                          Core:
                Core readers = core authors




           Intermediate:
Occasional authors << regular readers




                  Periphery:
   Authors rare, occasional readers common
600–800 million??


                            Core:
                  Core readers = core authors




             Intermediate:
  Occasional authors << regular readers




                    Periphery:
     Authors rare, occasional readers common




              New audience?
        Occasional readers exclusively
Subscribers/PPV
                                 10%




                                              Other sources
                                              say subscribers
                                                ≈ 35–65%
                   Unrecognised???
Source: G Bilder
                        90%
Could we sell more to turnaways?
                          “Publisher A”

                       40 million visits p.a.

                      50% non-institutional
                       = 20 million visits

                    40,000 PPV transactions

                    ≈ 0.2% “conversion rate”
Source: DeepDyve
Unsure how to find                                             Searched but could not find
                              Forgot details                                                Not in library
                              No access from home                                           Found but had to pay
                              Found but technical payment diffs



                                     13%           4%                                              9%    8%
                                                            10%
                                                                     3%                                        13%
                                                                      4%
                                                                       2%
                                                                                                                   6%

                                                                                                                   8%
                                                                                            50%
                                                                                                              6%
                                       64%




                                            SME                                        11
                                                                                            Large Company
Source: Access by UK small and medium-sized enterprises to professional and academic
information . PRC Report (2009)
Unsure how to find                                             Searched but could not find
                              Forgot details                                                Not in library
                              No access from home                                           Found but had to pay
                              Found but technical payment diffs



                                     13%           4%                                              9%    8%
                                                            10%
                                                                     3%                                        13%
                                                                      4%
                                                                       2%
                                                                                                                   6%

                                                                                                                   8%
                                                                                            50%
                                                                                                              6%
                                       64%




                                            SME                                        11
                                                                                            Large Company
Source: Access by UK small and medium-sized enterprises to professional and academic
information . PRC Report (2009)
Issues with Pay Per View



•   high prices

•   inhibits browsing

•   uninformative/misleading abstracts

•   non-corporate payment mechanism



                        12
•   Opportunity to simplify transactional access?

•   Purchase-once, view-anywhere functionality

•   Business model flexibility e.g.

    •   subscriptions

    •   day passes

    •   metered access

    •   pay-per-article

    •   multi-issue packages
PPV in the UK



•   60,000 PPV transactions p.a.

•   @ ~$30 each

•   = ~£1.2 million
Price




        0
            0


                Quantity
$30




        $20
Price




        $10



        $5



         0
             0


                 Quantity
500
                            500
Articles downloaded (000)



                            400

                            300

                            200

                            100    60

                              0
                                  @ $30   @ $5
120,000                     112,000
Articles downloaded (000)




                            100,000

                             80,000

                             60,000

                             40,000

                             20,000
                                       60      500
                                 0
                                      @ $30   @ $5–10    Total
Further information
•   Research Information Network “Dynamics of
    Improving Access to Research Papers”
     •   http://is.gd/kEe9vb

     •   & UKSG conference 6 April

•   These slides
     •   http://www.slideshare.net/mrkwr

•   Mark Ware Consulting
     •   www.markwareconsulting.com


                          25

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This year’s model: strategies for increasing access to research content (ASA Conference 2011)

  • 1. This year’s model: strategies for increasing access to research content Mark Ware Association of Subscription Agents Annual Conference 2011
  • 2. RIN: Dynamics of Improving Access to Research Papers Open access Gold OA Green OA Delayed access Centralised Article-level National licence Transactional models Non-OA
  • 3. PPV Publisher Individual PDA, Core+Peripheral DocDel PPV convert2Subs DocDel Library Aggregator
  • 4. Ease of access to journal articles % saying access is Easy or Very Easy Base: those describing access to journal articles as important 100% 94% 75% 82% 71% 50% 25% 0% SME Large company University/College Source: Access by UK small and medium-sized enterprises to professional and academic information . PRC Report (2009) 4
  • 5. Difficulties accessing articles SME Large co. Univ Recent 55% 34% 24% difficulty Difficulties 11 6.4 12.4 per year Articles read 112 101 169 per year % articles w/ 10% 6% 7% difficulty Source: Access by UK small and medium-sized enterprises to professional and academic information . PRC Report (2009) 5
  • 6. @EF#A&9'(,*,'(,'7& =54,.'6,'7&H2 .,#,".%/,.#&;2 9'#$7:7$5'"+&;<2 !"#$%&"'(&)**+$,(& -,#,".%/ 012 3,4,+5*6,'7"+& =54,.'6,'7&;2 -,#,".%/ 812 >?@A&B:C+$%&#,%75.&/,"+7/& ;2 D5.*5."7,&02 @EF#A&9'(,*,'(,'7& .,#,".%/,.#&G2 D5.*5."7,&8H2 9'#$7:7$5'"+&H2 >?@A&B:C+$%&#,%75.&/,"+7/& G2 Source: UNESCO (2010); ONS (2010); CEPA estimates
  • 7. ~10–30 million Core: Core readers = core authors Intermediate: Occasional authors << regular readers Periphery: Authors rare, occasional readers common
  • 8. 600–800 million?? Core: Core readers = core authors Intermediate: Occasional authors << regular readers Periphery: Authors rare, occasional readers common New audience? Occasional readers exclusively
  • 9. Subscribers/PPV 10% Other sources say subscribers ≈ 35–65% Unrecognised??? Source: G Bilder 90%
  • 10. Could we sell more to turnaways? “Publisher A” 40 million visits p.a. 50% non-institutional = 20 million visits 40,000 PPV transactions ≈ 0.2% “conversion rate” Source: DeepDyve
  • 11. Unsure how to find Searched but could not find Forgot details Not in library No access from home Found but had to pay Found but technical payment diffs 13% 4% 9% 8% 10% 3% 13% 4% 2% 6% 8% 50% 6% 64% SME 11 Large Company Source: Access by UK small and medium-sized enterprises to professional and academic information . PRC Report (2009)
  • 12. Unsure how to find Searched but could not find Forgot details Not in library No access from home Found but had to pay Found but technical payment diffs 13% 4% 9% 8% 10% 3% 13% 4% 2% 6% 8% 50% 6% 64% SME 11 Large Company Source: Access by UK small and medium-sized enterprises to professional and academic information . PRC Report (2009)
  • 13. Issues with Pay Per View • high prices • inhibits browsing • uninformative/misleading abstracts • non-corporate payment mechanism 12
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20. Opportunity to simplify transactional access? • Purchase-once, view-anywhere functionality • Business model flexibility e.g. • subscriptions • day passes • metered access • pay-per-article • multi-issue packages
  • 21. PPV in the UK • 60,000 PPV transactions p.a. • @ ~$30 each • = ~£1.2 million
  • 22. Price 0 0 Quantity
  • 23. $30 $20 Price $10 $5 0 0 Quantity
  • 24. 500 500 Articles downloaded (000) 400 300 200 100 60 0 @ $30 @ $5
  • 25. 120,000 112,000 Articles downloaded (000) 100,000 80,000 60,000 40,000 20,000 60 500 0 @ $30 @ $5–10 Total
  • 26. Further information • Research Information Network “Dynamics of Improving Access to Research Papers” • http://is.gd/kEe9vb • & UKSG conference 6 April • These slides • http://www.slideshare.net/mrkwr • Mark Ware Consulting • www.markwareconsulting.com 25

Notas do Editor

  1. \n
  2. \n
  3. \n
  4. \n
  5. What were levels of access like?\n\nFor respondents who said access to journal articles was important, overall levels of access were reasonably good, with 71% saying access was Easy or Very easy\n\nBut clearly not as good as in large companies or in universities\n
  6. Most (77%) describing access as Varies, Poor or Very poor had recent difficulty\nAs proportion of totals for each group: \nvs others\nreasons for difficulty\n11 difficult articles p.a. vs 112 articles read\n
  7. \n
  8. \n
  9. \n
  10. \n
  11. \n
  12. What were the reasons given for the difficulties encountered?\nBy far the largest single reason was a payment barrier\nAnd this was more pronounced for SMEs\n\nAlso interesting that the second highest reason for SMEs\nWas technical payment difficulties\n
  13. There are currently lots of problems with PPV for SMEs\n - the individual pricing is too high\n - but this is combined with the fact that you need to scan the full text before you can decide whether a paper will be useful, because abstracts are uninformative or misleading. The ratio might be as high as 10:1, so the effective price per truly relevant paper goes up from $30 to $300\n - even SMEs have corporate purchasing processes, and the multiple interfaces from individual publishers and reliance on credit card purchase does not fit well\n
  14. \n
  15. \n
  16. \n
  17. From a 2010 journal issue!!\n
  18. \n
  19. \n
  20. \n
  21. \n
  22. \n
  23. \n
  24. \n
  25. \n
  26. \n