1. Now That We’re Online,
Where Is . . .
the
“Value Added”
Joan Comstock
Sales Director
Cadmus Professional Communications
703-519-4310
ComstockJ@cadmus.com
2. Now That We’re Online . . .
Joan Comstock
Senior Sales Director
Cadmus Professional Communications
Joan has more than 20 years of experience in scientific, technical, medical, and other
scholarly publishing—both as a publisher and as a supplier of services to publishers. At
Cadmus, Joan is involved in providing services ranging from a Web-based peer review
system through composition, printing, and preparation of current and legacy content for
online delivery. Prior to joining Cadmus, Joan worked for TechBooks and for ATLIS
Publishing Services. Prior to that, she managed the books program at the American
Chemical Society, which published more than 40 new titles per year. Joan has a B.S. in
chemistry, plus an MBA in Management of Science, Technology, and Innovation.
3. Now That We’re Online:
Where’s the “Value Added”?
“Navigating Change”
SSP 25th Annual Meeting
May 28-30, 2003
Audrey D. Melkin
Director of Business Development
Atypon Systems, Inc.
4. Audrey Melkin
Director of Business Development
Atypon Systems
Audrey has just been named Director of Business Development at Atypon
Systems. For the previous 4 ¼ years she was with CatchWord and then Ingenta
where she was most recently Vice President, Publisher Relations.
In her more than 20 years in the publishing community, Audrey has specialized
in the sales and marketing of scholarly and technical materials to the academic
and library community. She has worked for Henry Holt, John Wiley & Sons,
and Oxford University Press. Audrey is a member of the Journals Committee at
the AAP/PSP as well as the AAP Libraries Committee. She is a frequent
speaker at industry gatherings, such as the Charleston Conference, the ALA,
the AAP/PSP, the AAUP, and of course here at the SSP.
5. Use of Electronic Resources
• Two-year study of use of print journals versus
electronic
• Mellon Foundation/University of California study
• Reported in The Charleston Report, March/April
2003
6. Study Findings ….
• For the 8% of titles in Arts • For the 37% of titles in
and Humanities use of the Physical Sciences and
digital version was 10X Engineering use of the
greater than print digital version was 24X
greater than print
• For the 9% of titles in • For the 46% of titles in
Social Sciences use of the Life and Health Sciences
digital version was 10X use of digital version was
greater than print 9.4X greater than print
7. Value-added Features Users Want*
• E-Communities, portals, and institutional
repositories
• Open access
• Making content compatible with PDAs, wireless
devices, eBooks, print-on-demand, etc.
• “Just be on the Web”
*as reported in The Charleston Report (March/April 2003)
8. Publishers can add value to their online
content = more revenue for them
• Move to value-based pricing
• Charging only for consumption, not entire bundles
• Pushing information to users
• Teaming up to syndicate content
• Selling searches of their archives through third-
parties
*above points from the 2003 ASIDIC Meeting as reported in Information Today, May 2003
9. Who’s looking for value-added and what
matters to who?
• Users: think the content is “free” and want easy
access and say – “just give it to me!”
• Libraries: concerned about cost and ease of access
and say– “you’ve got to be kidding!”
• Publishers: care about bottom line (yes, even the
non-profits!) and say - “how am I going to recoup
my investment?”
10. “Bells and Whistles” or
what’s really needed once you’ve got:
• Searching
• Reference linking
• E-alerts
• Related articles
…perhaps users are satisfied with these basics?
11. Then again, not all users are the same….
• Society members do want “value-added” features from
their professional organization, i.e., membership
directories, e-communities, conferences, and CPD courses
• Researchers with their “free” institutional access want the
content everywhere so they can be sure they can get to it,
i.e., journal aggregations, content databases, subscription
agent gateways, and A & I gateways
12. And what about publishers….what’s really
value-added for them?
• Slice and dice content to create new products –
and revenue streams
• Integrate print and online production streams
• Integrate online peer review and production work-
flow systems with the hosting of their content
13. And what about publishers – continued….
• Offer “customizable” online products and services for
discrete user groups worldwide
• Digitize backfiles and sell them as a specially priced
package; as a premium to new subs; or, with a price rise,
include in renewals
• Offer new delivery formats, i.e., SVG or Scaleable Vector
Graphic, an open-standard XML application that may
allow for more diverse repurposing and sophisticated user
interfaces
14. The ultimate question for publishers –
whether for profit or not!
Will the value you add to your content –
editorially and online – be worth the price you
charge in the eyes of your customers?
15. The Challenge of Open Access and Public
Domain Initiatives
• Should publicly funded research results be
disseminated free of charge?
• Who should pay for information dissemination:
the research funding body, the scientist/author,
libraries, or the reader?
• Who needs publishers anyway, since anyone can
publish on the Web?
16. The Challenge - continued….
• How can developing nations gain affordable
access to the literature of the rich “North”
(developed countries) and get recognition for their
own research programs?
• How can anyone trust published material without
peer review?*
*above points from Jim Ashling, “Open Access and the Public Domain”, Information Today,
May 2003
17. So, if the move accelerates to “more for
free”online scholarly content and a lesser
role for traditional scholarly publishers,
then what is regarded as value-added and by
who will become even more critical
so
“Get It Right!”
19. Adding Value to Online
Article Sales
Society of Scholarly Publishers Annual Meeting
Baltimore, MD May 29, 2003
Wayne Manos
Program Director, E-Commerce
American Institute of Physics
20. Wayne Manos
Program Director for E-Commerce
American Institute of Physics
Wayne Manos is Program Director for E-Commerce at the
American Institute of Physics, where he heads a team of
marketing and programming staff involved in online product
development and user services. He was previously marketing
manager for journals and online products. Before joining AIP,
Wayne worked at an advertising agency based in New York
City.
22. Online Article Sales
• Small compared to institutional
subscription sales
• Growing
• Marketing appears to help
• Consider as “fractional content” market
– Single articles, bundles, topical combinations
23. AIP Online Article Customers
• An underserved market
• Non-subscribers & “never-subscribers”
• Individuals, “hidden physicists,” small high-
tech companies, some .edu
• Have other sources for content
– Document delivery, libraries, authors, etc.,
• Appeal by convenience, price, added
value
24. Goals for Online Article Sales
• Revenue
• Grow customers from underserved
markets
• Compliment, not cannibalize, subscriptions
25. Sales Formula:
E=MC 2
Make Content = Easy
1. To Find
2. To Buy
43. Now That We’re Online,
Where is the “Value Added”:
A Case Study: Hybrid Database
and Full Text Product
Colleen Finley
Project Manager, Wiley InterScience
John Wiley & Sons, Inc.
SSP Annual Meeting, May 29, 2003
44. Colleen Finley
Project Manager
John Wiley & Sons
Colleen is currently responsible for the project coordination
of online reference works and databases for the STM
marketplace offered through Wiley InterScience. Prior to
joining Wiley, Colleen worked for four years at Elsevier
Science, Secondary Division where she was Online
Product Manager and New Product Development Manager
for EMBASE and several of their other secondary
databases. Colleen also spent 11 years with BIOSIS as a
Section Chief of specialty products and services and
database quality control.
45. The Starting Point
• Several major print series for synthesis of
chemicals containing a large number of
chemical reactions; Organic Syntheses,
Organic Reactions, and Fieser and Fieser
• Wiley InterScience Platform: ability to deliver
full text HTML content via the Internet
• Reaction data for some series already
indexed by major services (ISI and MDL)
46. What we didn’t have
• Software to allow searching using
chemical structures or reactions on
Wiley InterScience.
• Expertise in building reaction databases
• Intranet solution
47. The solution: Build or Partner
• Partnered with Accelrys
– Oracle cartridge to enable structure and reaction
searching in database
– Developer’s kit to enable structure and reaction
searching in the interface
– Downloadable plugin to allow users to view
chemistry on their desktop
– Intranet platform for delivering reaction databases
– Established chemical reaction databases and staff
experienced in building them
48. The first joint product:
Organic Syntheses
• 79 Volumes (1925-present)
• 2500 protocols (full text HTML)
• 5500 reactions (Oracle database)
• Result: A structure and reaction
searchable database integrated with the
full text of each article in a single product
49. Value added: New functionality
not available in print
• New ways to access the content
• New ways to view the content results
• New ways to use the content
• Enabling the content
• Integrate content with the users world
• New ways to distribute the content
50. New ways to Access Content
• Basic and advanced text search
• Cumulative reaction type index
• Browsable cumulative table of contents
• Structure and reaction search with limit
and sort capabilities
51. Reaction Search
Support for two
major drawing
packages
Designate
Search Type
Search by
product/reactant
name or CAS RN,
catalyst, solvent,
author, year or
volume
52. Reaction Search Limits
Use these options
to restrict your
search to reaction
types, yield or
temperature
Use these options
to sort your results
53. New Ways to View Content
• Customizable tables
• Sorts by yield, temperature, and date
• View database record with all
chemically significant data
56. Chemical Database Record Link to Full Text
View to all
reactions in article
View mappings
and reaction
centers
57. New Ways to Use Content
• Tables and images can be printed or saved
individually
• Interactive database allows users to copy and
paste reactions
– to search for like reactions,
– to import to drawing packages to edit and search
for new reactions
– to search other databases
– to use in documents or lab reports
58. Interactive
database record
allows users to
cut and paste or
import reactions
to a variety of
applications
Structure Search Report
Drawing Package
59. Enable the Content
• Hyperlinked TOC
• Hyperlinked notes and bibliographic
references
• Unilateral links between full text and
reactions
• URL’s enabled
60. Full Text Features
Hyperlinked
TOC and link
to database
reaction records
for this article
61. Integrate Content with the
Users World
• Crossref links
• Links to A&I services:
– ChemPort from ACS
– Medline from NLM
– ISI Web of Science
• Links to Local holdings using OpenURL
technology
• Chemists can use standard drawing
packages, ISISDraw and ChemDraw, to
create structures and reactions.
64. New Ways to Distribute Content
• New partnership allows Intranet delivery via
Accelrys to sell in conjunction with their other
databases.
• Standard data model allows for cross product
searching across Wiley structure and reaction
databases
• As more series are added, new opportunities
for “slice and dice” products