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Now That We’re Online,
    Where Is . . .
         the
   “Value Added”
          Joan Comstock
             Sales Director
   Cadmus Professional Communications
             703-519-4310
       ComstockJ@cadmus.com
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.
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.
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.
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
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
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)
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
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?”
“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?
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
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
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
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?
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?
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
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!”
Thank You!

 Audrey D. Melkin
Atypon Systems, Inc.
audrey@atypon.com
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
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.
Presentation Overview
Online Article Sales
• Small compared to institutional
  subscription sales
• Growing
• Marketing appears to help
• Consider as “fractional content” market
  – Single articles, bundles, topical combinations
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
Goals for Online Article Sales

• Revenue
• Grow customers from underserved
  markets
• Compliment, not cannibalize, subscriptions
Sales Formula:

     E=MC 2


Make Content = Easy
    1. To Find
    2. To Buy
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Visit!

physicsfinder.org


   Comments…
  wmanos@aip.org
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
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.
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)
What we didn’t have
• Software to allow searching using
  chemical structures or reactions on
  Wiley InterScience.
• Expertise in building reaction databases
• Intranet solution
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
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
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
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
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
Reaction Search Limits

                   Use these options
                    to restrict your
                   search to reaction
                     types, yield or
                      temperature




                      Use these options
                     to sort your results
New Ways to View Content
• Customizable tables
• Sorts by yield, temperature, and date
• View database record with all
  chemically significant data
Reaction Search Results




              All results allow linking to
              reaction data or full text article
Customized Results Table




View selected reactions in an easy to scan table format
Chemical Database Record   Link to Full Text


                               View to all
                           reactions in article




                            View mappings
                             and reaction
                               centers
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
Interactive
                                     database record
                                      allows users to
                                     cut and paste or
                                     import reactions
                                      to a variety of
                                       applications



Structure Search                     Report




                   Drawing Package
Enable the Content
• Hyperlinked TOC
• Hyperlinked notes and bibliographic
  references
• Unilateral links between full text and
  reactions
• URL’s enabled
Full Text Features




  Hyperlinked
 TOC and link
  to database
reaction records
 for this article
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.
Reference Linking: Crossref,
Local Holdings and A&I services




    Select reference link to via all available links
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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

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29 cc 2_b_all_speakers

  • 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!”
  • 18. Thank You! Audrey D. Melkin Atypon Systems, Inc. audrey@atypon.com
  • 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
  • 42. Visit! physicsfinder.org Comments… wmanos@aip.org
  • 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
  • 54. Reaction Search Results All results allow linking to reaction data or full text article
  • 55. Customized Results Table View selected reactions in an easy to scan table format
  • 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.
  • 62. Reference Linking: Crossref, Local Holdings and A&I services Select reference link to via all available links
  • 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