1 / 18

It’s all about merchandising

It’s all about merchandising. Dr. David G. Durand Tizra Inc. Overview. General crankiness The world as I see it Some things for publishers to do A word from my sponsor. Speed and Flexibility. Speed And Flexibility In Publishing. Why the fear?. Cannibals Pirates Giants. Relevance

kaylee
Download Presentation

It’s all about merchandising

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. It’s all about merchandising Dr. David G. DurandTizra Inc.

  2. Overview • General crankiness • The world as I see it • Some things for publishers to do • A word from my sponsor Confidential, Tizra Inc.

  3. Speed and Flexibility Confidential, Tizra Inc.

  4. Speed And FlexibilityIn Publishing Confidential, Tizra Inc.

  5. Why the fear? Confidential, Tizra Inc.

  6. Cannibals Pirates Giants Relevance Value Cultural Revolution Danger Apocalypse Confidential, Tizra Inc.

  7. I Start with Books Confidential, Tizra Inc.

  8. What do people do online? • Everything! • Reference • Task Completion • Discovery • Media shift Confidential, Tizra Inc.

  9. Sales doesn’t have to be tacky Confidential, Tizra Inc.

  10. Utility is a two-way street • What can you measure? • Can you identify your readers? • Can you tell what they read? • Can you deliver everything they might need? Confidential, Tizra Inc.

  11. Experiment or die! • Give them what they want! • Based on what they do • Who they are • What they want to pay Confidential, Tizra Inc.

  12. What is the experiment? • How to get money from online products • Not if online products can make money • Revenue is the metric Confidential, Tizra Inc.

  13. It’s about Merchandising…and packaging • DON’T • compete with Google in piling stuff up! • DO • Compete with them in offering products • Compete with them in offering deals • Co-market to make bigger products • Use them to find customers • Pay attention to the data • Take control, and then relinquish it! Confidential, Tizra Inc.

  14. Publishers have no brands Kluwer Reed-Elsevier McGraw-Hill Publishers have strong brands O’Reilly Yellow Books Association for Computing Machinery Actually most publishers have many brands Series Subject areas Publisher Brands Confidential, Tizra Inc.

  15. Ad-supported content Individual subscriptions to content Institutional subscriptions Search engine exposure Chapters and chunks Multi-packs Subject collections Distinctive sub-brands Coupon Codes Free samples Statistics Downloads Page-limited access Print/Online bundles Affiliate networks Cross-selling with competitors Reader re-packaging Ideas Confidential, Tizra Inc.

  16. The Tizra EngineThe 5-minute site Confidential, Tizra Inc.

  17. Tizra EngineManage product, your table of contents Confidential, Tizra Inc.

  18. END Confidential, Tizra Inc.

More Related