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The Publishing Continuum

The Publishing Continuum. Lauren Fogel VP, Director, Media Development Pearson Science San Francisco, CA 15 September 2010. Market Drivers. Price resistance Economic/cost challenges for students (and institutions in academia) People expect a digital environment

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The Publishing Continuum

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  1. The Publishing Continuum Lauren Fogel VP, Director, Media Development Pearson Science San Francisco, CA 15 September 2010

  2. Market Drivers • Price resistance • Economic/cost challenges for students (and institutions in academia) • People expect a digital environment • In higher ed course redesign is a powerful motivator for professors and institutions • Students and professors have high standards based on their current internet use • Technology offers great educational opportunities • Sourcing alternatives/changes to distribution • Influence of major players (Amazon, Microsoft, Apple, Google) on how people access content and on hw/sw ecosystem • Devices: mobile, eReaders, iPad

  3. Technology strategy • Personalization • Data and analytics • Ease of use • Support the emerging multi-device ecosystem • Driving better results: improving student performance, instructional effectiveness, and institutional productivity • Balancing demands for scale/high performance with innovation and speed on emerging opportunities

  4. Internet Use • Expanding internet usage impacts growth • Internet use over time • Facebook • Extensive revenue growth • FT Group profits jumped from £14 to £30 million, and digital subscriptions increased 27 percent to 149,000 and 250,000 people downloaded the iPad app • In July Amazon announced that sales of ebooks on its US site had outnumbered hardbacks for the first time

  5. Social Media Networking • Most publishers are trying to figure out how to make social media work for them • Pearson's social media index page • Penguin focuses on teens • MyMathLab Instructor Exchange • Choosing Health • Financial Times • FT Blogs • Mobile

  6. Case Study - A Science Textbook Package • The beautiful textbook you expect PLUS • Online tutorial and assessment program for students and instructors (MasteringBiology) • Strong animation program, simulations where appropriate • eBook • Study Guide/Solutions Manual

  7. Case Study - A Science Textbook Package • Substantial instructor support • Instructor Resource DVD (and online) includes art, PPT lecture outlines, animations, electronic test bank, solutions manual • Print test bank (some markets moving away from printing) • Instructor’s Manual/Solutions Manual • All of these assets on hard media as well as online

  8. Case Study - A Science Textbook Package • What has gone away? • Acetates (replaced by JPGS) • Ubiquitous printed supplements (reduced in number and/or put on IRDVD) • So, not much!

  9. How do we move forward? • Meet customers where they are and then move them forward • Move customers along the technology continuum • Address their individual skill set and improve it • Address technology available at the institution • Offer lots of opportunities for training • Develop online products that address customers’ key goals in ways that print products can’t • Efficicacy studies • Content that takes advantage of the medium • Evaluate and revise the production workflow • Repurpose book content for digital products where it makes sense • Adapt workflows on print supplements to provide digital and print products simultaneously

  10. Welcome to the “post-PC era” “the mobile era is about low power devices, touch interfaces and open web standards”

  11. Steve Jobs Timeline Pre-Apple/1977 The Mac/1984 NeXT Computer/1988

  12. Steve Jobs Timeline Return to Apple/1996 The iPod/2001 The iPhone/2007

  13. The Mobile Web

  14. Mobile Initiatives • Bring content to your user however they want to receive it • Financial Times • Penguin ebooks • Penguin iPad products • eBooks in higher education • Develop a mobile stylesheet • What makes sense to offer on mobile?

  15. Conclusions? • Research constantly • How are your customers changing? • How can you use technology to improve your customers’ lives? • And save your company money/drive revenue • What is going to make a difference - what will they buy? • Prototype and market test • Experiment and get feedback! • Be flexible and open to new ideas

  16. Q&A Questions?

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