1. Embracing New Revenue Opportunities
Jan Peterson
VP, Content Development
Infotrieve, Inc.
Los Angeles, California
Next Generation Article Economy
n Pay Per View now widely accepted
n Citation linking expected
Now what…
n Publishers sell branded, trusted information
n New opportunities to monetize validity
n Imaginative, customer-focused efforts to find
the niche markets for this valuable content
Entertainment Industry Parallels
n Sets user expectations for control of content
n Content personalization tools
è TiVO time shifting
è iPods hold MY library (songs, not albums)
è Pod casting
n Changing business models and use rights
n Digital natives will soon be in the lab and in
decision-making positions
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2. Beyond the Academic Market
n Scientific & Technical Information
n 40% non-academic customers
è Corporate: 35%
è Government: 5%
n Medical Information
n 50% non-academic customers
è Healthcare practitioners: 25%
è Corporate: 15%
è Government: 10%
Source: EPS Market Monitor, November 2003
Corporate Market
n No archival imperative
è Corporate R&D strategic focus changes
è Industry consolidation, fewer libraries
n Big Deals less attractive
è Subject slices and alternate pricing of interest
n Need to share and distribute content internally
across a global landscape
n High regard for intellectual property protection
è The Texaco Case still resonates
è Need to have use rules and prices clearly stated
Reprints
n Proactive identification of target markets for bulk
copies
è Who are your top 5-10 non-academic
customers?
è Do they have products and services referenced
in your journal articles?
è Influenced by the scholarship in your articles?
n Find the niches, don’t wait for them to come to you
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3. Beyond Paper Reprints
n ePrints
è Sold by number of hits or for certain time period
è Provide a link rather than sending the PDF
è Huge customer demand with unlimited applications
n Packages for use in training and promotions
è Short-term content packages across publisher,
across title
è Customer usually identifies appropriate articles
n Prepaid access to cited articles in review articles
n Pre-Paid Article Card: FDA-compliant gift-giving
cards to sales prospects
Stops to Growing the ePrint Business
n Inconsistent encryption technology
è DRM plug-in not attractive to companies or
individuals
è Single tool, one user experience best for multi-
article, cross -publisher packages
n Inconsistent rules
è Print/No Print, Save/No Save, U.S. only/Global
n Inconsistent pricing
n Lack of imagination
Linking Services
n Materials and Methods section of articles
è Link to product information
n References
è Link to document delivery services and
CrossRef for subscribers and non-subscribers
n Authors
è Link to CVs, publications
n Negotiate referral fees for sending over a reader
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4. Advertising
n For publishers with advertising revenues, keeping
those advertisers more important than ever
n Prove ROI on their investment
n AAAS eMarketplace’s GetInfo service
è Request product information, link to vendor sites
n American Chemical Society offers Advertised
Products Showcase
Search Engines:
Just Another Distribution Channel
n Tool of choice for locating products and services
n Customers who reach your site ready to be
engaged
n Users five times more likely to make purchase than
if they found you through another form of
advertising
n HighWire: 60%+ usage comes from search engine,
less than 40% from browsing through TOCs
Enhanced Discoverability
n Make content easy to work with crawlers/spiders
n Search Engine Optimization done by machines, not
humans
è Unique content on every page (titles or metatags)
è Make at least abstracts available and viewable
è Use footer navigation
è Provide hierarchical, tagged data
è Text-link based navigation, not Flash or graphics
è Avoid excessive URL depth (3 to 4 levels max)
n Spiders cannot crawl password- protected sites
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5. Tips for Crawler-Friendly Sites
n Google’s Information for Webmasters
è www.google.com/webmasters/guidelines.html
n Yahoo’s Site Guidelines
è www.help.yahoo.com/help/us/dir/basics/inde
x.html
Indexed Full-Text
n Provides a fuller search experience
n Supports edge research
n Shows search term in context
n Indexing against structured data, not PDFs
n Make connections between content types,
e.g., patents and articles
Experiment with New Pricing Models
n Pricing to market
è EU & Japanese customers not prepared to pay U.S.
royalty rates
n Pricing to audience
è Corporate and Academic/ For -profit and Not-for-profit
n Pricing by content type
è Review articles and regular articles/ Older content
n Review existing licenses and normalize your fees
and terms
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6. Conclusion…
n Be proactive in finding those niche markets
n Make your content discoverable
n Partner with search engines and service providers
n Experiment with alternate pricing models
n Think through use rights from user point of view
Thank you
jpeterson@infotrieve.com
310-445- 3010
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