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An inside look at the world of electronic content resources acquired and managed by information professionals covering its content, emerging technology such as eBooks and commercial models.
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ContentBloggerTM - eResources Marketplace |
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| Friday, May 21, 2004 |
SIIA Content Forum: Intersection of Search, Content and Premium Sources
The 2004 Content Forum began over a pleasant lunch at the San Francisco Palace Hotel, with a lively discussion moderated by Jeff Cutler, VP of SIIA Content division, between representatives of Yahoo, Highbeam, and Northern Light, companies of considerably less vintage than this grand old hotel in the city center. David Seuss, CEO of the revitalized Northern Light, places a high value on the editorial aspects in providing a search service aggregating sources which meet business needs, including internal sources, free websources and proprietary content for which the organization has rights. The NL focus is targeted slices of content, which is more valuable for their customers than the general search engine approach.
In contrast, Patrick Spain, CEO of HighBeam, targets individual business customers, at a $99.95 price point,which can be easily expensed. As a customer, there is no differentiation between free and premium sources in the subscription price, so the buy decision doesn't intrude on search. Furthermore, this approach does not differentiate between the customer behavior as a consumer vs. an employee.
David Mandelbrot, V.P. of Search Content at Yahoo, Inc. faces different challenges as a major player in the search engine market. With 800 searches per second, and 2.1 billion searches per month, the user scale is dramatic, but finding answers is frequently difficult. Yahoo, along with Google, is attempting to integrate premium sources into search results to improve answers, but this requires a billing infrastructure and differentiating premium vs. free in search results, neither of which are easy, particularly on this scale. With 140 million registered users and paid content areas already in place, Yahoo has a head start on Google in this area. And so the search engine war continues in Sunnyvale, CA!
A striking aspect of this discussion was that all three depend on traditional aggregators, such as Proquest and Gale, to deliver content as the middleman, rather than dealing with the idiosyncrasies of thousands of individual publishers. The challenge is to establish the business models and the market: Northern Light with organizations with established information managers, HighBeam with the individual business/consumer and Yahoo with a new style of pay per view embedded with free content. Stay tuned!
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posted by Jean Bedord at
9:27 PM |
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SIIA Content Forum: Leveraging the Content Value Chain
Starting out the second day of the conference, this panel was ably moderated by Ken Kirkley, of Proquest Information & Learning, and represented the full spectrum of the content value chain. The underlying theme was the difficulty of sorting out the thorny contract, license and copyright issues that plague the content chain to the end user, who may or may not be a paying customer. Richard Geiger of the San Francisco Chronicle articulated the dilemma of a content creator, whose content is free on SFGate.com, but premium in other channels. Jeff Davis of CBS MarketWatch faces the issue of integrating and managing licenses from acquired companies Inlumen and Pinnacor (formerly Screaming Media)--requiring several full time inhouse lawyers! Cory Johnson of RSiCopyright described the latest of copyright compliance offerings, which integrates into the web browser.
The most intriguing discussion centered around the partnership between Factiva, represented by Alan Scott, and IBM WebFountain, represented by Bob Carlson. The basic premise is that corporations can no longer ignore what is happening outside their walls, and that WebFountain provides an analytical framework to look at trends and patterns, in both the open web and premium content. One application is Reputation Management--one company found their shampoo was being recommended for degreasing driveways, valuable information for managing their image.
Rights for data mining are murky, yet potentially lucrative. Factiva allows this type of data mining only with payment of additional fees which are then shared with publishers. But pricing the value of negative results and trends is not obvious, since the actual articles are not read. The general consensus of the attendees was that the legal framework needs to be rearranged to make compliance with rights terms and conditions easy to understand, otherwise, they will be ignored, particularly in the consumer space. Look for significant evolution in this area, as publishers and software developers struggle with redefinition...
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posted by Jean Bedord at
8:22 PM |
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SIIA Content Forum: Tools and Technology
Barry Bealer of Really Strategies, Inc. moderated an intriguing panel representing both content and technology. On the technology side, Bennett Zuker of Tacoda Systems described their new audience management approach to profile users, identifying those of high value to advertisers and to publishers. Using this behavioral targeting technology, ads are then delivered to these users in multiple contexts, i.e. Snapple ads were delivered to women identified as interested in health and fitness as they went from channel to channel. The technology is intriguing, with initial better results than contextual advertising, demonstrating yet another evolution of advertising on the web. Chris Scudder, CEO of ECNext, described successes in the online pay-per-view arena, with market research reports, targeting department level content buyers using credit cards, in sharp contrast to other commentary at the conference on the viability of PPV.
Technology by itself tends to be theoretical, so the content providers on the panel provided the reality of integrating technology and people to profit from content. Ken Doctor, of Knight-Ridder Digital, graphically described his challenges in getting electronic copy from curmudgeonly copy editors and overextended librarians at 30 Knight-Ridder newspapers, so his group could deliver a consistently formatted newsfeed by 6 AM every day. Keith White of Congressional Quarterly shifted to PDF delivery to reduce print costs, but found it saved their business after 9/11, when paper was not deliverable to their subscribers, forcing a shift to even more electronic delivery, using Sealed Media as the DRM technology. CQ experiments with incremental technology, including RSS for their free email newsletter, the most effective means for selling their high priced subscriptions.
The takeaway from this session was the value of incremental changes in work flow, utilizing technology, then carefuly monitoring customer response, evolutionary responses rather than revolutionary!
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posted by Jean Bedord at
7:31 PM |
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SIIA Content Forum: Getting the Deal Done
Aggregators, both traditional and new, were featured at this season, ably moderated by Paul Gerbino, Thomas Product News Network, who likens content to the maze of wires behind his computer. Skip Prichard, of Proquest information and Learning, described a very traditional aggregation business, with heavy academic roots, but seeking new distribution via course packs and vertical partners, and exploring limited advertising possibilities. Dawn Conway, VP of Content & Business at Lexis-Nexis, focused on delivering value to users, and suggesting flipping the current search model to better meet user information needs. The consultative sell is critical to their enterprise market, as they deal with IT professionals and purchasing agents. The Lexis-Nexis brand is not established with these constituencies as it is with legal professionals and librarians.
The new aggregators represented the individual buyer market, easier to penetrate than the complex sell in the enterprise market. Doug Herrington, co-founder of KeepMedia, is using both an online approach to sell magazine articles for a subscription of $4.95 a month, as well as promoting print subscriptions and utilizing advertising, thus attempting to monetize as many channels as possible. Other companies have tried this approach with limited success, so the open question is whether the environment has changed sufficiently, so this flavor will be successful.
Greg Reinacker, President of NewsGater Technologies, is the software voice of aggregation, providng a tool to allow the individual to choose RSS newsfeeds to read, either in their business life or their consumer life, essentially a self-aggregating model, which can include blogs, not otherwise readily accessible. RSS feeds are poliferating on the web, but have yet to be fully embraced by this group of attendees. Thomas Product News Network is quite successful in selling using RSS feeds for their industrial products, indicating growing acceptance. And in fair disclosure, Shore Communications also offers an RSS feed of their weekly newsletter, Shorelines. My expectation is that the majority of ezine publishers will offer RSS feeds by 2005, bypassing at least some of the email muck and mire!
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posted by Jean Bedord at
6:33 PM |
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SIIA Content Forum: Where is the Industry Headed?
The final panel moderating by Ed Keating of Easton Consultants elicited the most intriguing discussion. Michelle Horwitz of PR Newswire represented a traditional business being adapted to the web world, and the development of new products which can effectively monitor non-traditional publishing. Plaxo was cited as the poster child for a company which was ignorant of negative comments in blogs, and found these filled the first 3 pages of Google results, negating positive marketing efforts. David Myers of Ovid Technologies described moving into new technologies, integrating medical information with Office 2003 and patient records, challenging areas which require both credibility and new rights.
Rafat Ali, the editor/publisher of paidContent.org has become a "must read" ezine for this industry, and spoke as an evangelist for blogs and RSS. Christine Mason, CEO of Open Road Technologies described artificial intelligence embedded in their Watson product, a desktop search environments embedded in applications such as MS Office, Acrobat and Internet Explorer, a sort of "Google local". This becomes the users personal portal, a self-aggregating model, and an extension beyond the self-aggregation provided by RSS newsreaders. This has the potential to become the killer app for search and capable of trumping the integration of traditional aggregators into Microsoft Office 2003. The open web, with blogs and listservs, represents valued content, vcontent, to both users and their companies, and increasingly a factor in making money!
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posted by Jean Bedord at
1:57 PM |
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| Tuesday, May 04, 2004 |
Buying Electronic Journals is Challenging
Libraries, particularly corporate libraries, are moving toward subscribing to journals in electronic formats. I attended the recent SLA Pharmaceutical and Health Technology spring meeting, and discovered firsthand the frustration of actually implementing this vision of the virtual library. In the print world, most libraries deal with two subscription agencies, EBSCO and Swets. Professionals choose the titles and subscribe. The biggest headaches are subscription start and end dates, and claiming missing issues.
In the electronic world, these headaches remain the same, but there are even more complexities. First of all pricing--typically, there is a premium for electronic delivery, and these models are not standard across publishers. Secondly, access may be either by password or by ip address, and then there is the issue of who controls the access--the subscription agent or the publishers. Thirdly, there are licenses for electronic content which govern use by the institution. These licenses have to be reviewed by lawyers, both at the institution and the publisher. In contrast, print doesn't involve licenses, since the use is generally understood, and copyright is fairly generic.
How bad is this situation? One librarian who subscribes to 80 journals, which is small library, has to deal with 37 publishers on these issues. The subscription agencies can handle managing the money, but the publishers create individual barriers. Large libraries will have thousands of journals to manage, and managing them can easily require a full FTE, at a time when budgets are lean. Months involved in resolving the legal issues (typically state of jurisdiction for disputes) means sales can't be closed for publishers, and access for patrons can be delayed. Publishers, it seems, are their own worst enemy, at a time when increased sales would be welcome.
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posted by Jean Bedord at
3:16 PM |
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| Friday, March 19, 2004 |
OeBF Forum: eBooks in the Public Library -- WorkFlow Integration Isn't Easy
A major underlying theme underlying the individual presentations at the OeBF conference on March 16 in New York were the numerous layers of integration in the public library and the challenges to integrating eBooks into the workflow of the stakeholders. This happens on different levels.
Publishers: Slow to Move on Incorporating Electronic Formats
The initial challenge is with the rights holders, the authors and agents for whom electronic rights may be unknown territory, and whose agreements may be indeterminate on control of electronic rights, forcing individual negotiations that can prevent availability, particularly if there are fears of piracy and cannibalization. The next integration challenge is the production level, which is struggling to integrate the ebook format into the print publishing workflow. Part of the challenge is figuring out which books are best suited to the electronic format, and which remain print only, such as books of photographs which involve additional production costs, as well as rights clearances. Interestingly, some reference titles in the Gale Virtual Library may be printed as ebook only versions with various types of access, while others will continue to be offered in traditional formats, including CD-ROM, which though declining, qualifies as an ebook. Greenwood Publishing has compelling business reasons to shift to a primarily ebook format and print on demand--their primary business is scholarly monographs with low volume sales. So maintaining a large backlist is economically feasible only through new XML based technologies that enable print upon sale and reduce the need for physical storage of volumes, a significant cost for this low margin business.
Library: Reworking Traditional Approaches for New Formats and New Technologies
Librarians are clear in their workflow needs and expectations for buying ebooks--simultaneous publication in all formats: print, paper, audio and ebook. They want to made buying decisions for their collections based on content, then offer that content in multiple formats, depending on anticipated circulation for their library. Why should they have to review titles a second time when another format becomes available? Unlikely to happen, and a major deterrent to adding electronic titles to a library collection, unless they are available at the initial book launch. Public libraries want best sellers, and increasingly are opting to wait until ebooks and paper editions are available before buying any copies.
Internally, integrating ebooks into the library OPAC (Open Public Access Catalog) is essential to making ebooks readily visible and accessible to library patrons. The library managers expressed frustration with traditional ILS (Integrated Library Services) vendors, which remain clunky both in presentation and workflow. Outside the library, Amazon and other retailers offer aesthetically pleasing user interfaces integrated with inventory systems--so why can't the library have the same usability? The only different component for libraries is the circulation and lending module, which isn't much different from ecommerce software, with sales and returns.
Another major issue is MARC records, whose structure and timing of creation predate the electronic database era, but form the basis for the online catalog. A major obstacle at this point is that ebooks require original MARC cataloging, instead of relying on a primary catalog entry, with different formats listed. This is similar to the snafu in the retail world, where each format is assigned a unique ISBN number--legacy approaches which hinder integration. Another dilemma is whether the individual titles in an aggregated book database should be entered into catalog to increase visibility of the individual sources which are masked by the name of the database.
Library Patrons: Ease of Setup Needs to Evolve Even More
Patrons love ebook formats, but it does take significant persistence for the initial setup, which is comparable to loading and learning a new software package. I have a library card with the San Jose Library (CA), a successful public library ebook lending model for both OverDrive and Adobe. In preparation for this conference, I went to the website to check out an ebook. However, setting up the initial account required almost thirty minutes and several steps to download and activate a new version of Adobe Reader, including some options that would be confusing to a non-technical patron. I was quite happy with the book once the checkout process was complete. On the other hand, I tried to checkout a book with netLibrary, but encountered another barrier--this can only be activated by going to one of the branches for the initial setup. With the current budget crunch, the branch libraries may be closed on Saturdays as well as Sundays, so when does a working patron (and voter) get to the library? And if I am in the military in Iraq, this is not an option.
There has been significant progress in integration on all these levels, but it's not there yet!
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posted by Jean Bedord at
7:24 PM |
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| Wednesday, March 17, 2004 |
OeBF Public Libraries Conference - A View of the Quiet Revolution
Going with What Works: eBooks Deployers Have Learned From Their Mistakes
The Open eBooks Forum (OeBF) conference on eBooks in public libraries on 16 March was a well-attended event at the McGraw- Hill conferfence center in New York City, an all-day affair that had about 350 registered attendees and a very strong all-day program of panels and speakers. Attending were a great cross section of librarians, technology vendors, publishers and consultants who provided an excellent balance of views from those involved in both the implementation and marketing of eBooks. As noted in our public weblog, this conference represented a watershed of sorts for eBooks in public libraries, with notable successes beginning to take eBooks out of the realm of long-term investment and wishful thinking and in to a period where the technology is beginning to made a credible difference for major library services. These successes were earned the hard way: as Steve Potash, President of OeBF and President and CEO of OverdriveInc., noted in his opening remarks, "We may have gotten it wrong" in early attempts to bring eBooks to market by focusing on Web retailers instead of libraries, where there is more of a service culture to support readers' transition into new content technologies. Many librarians speaking at the conference also confess to misplaced efforts that had to be retuned: originally their presumed target patrons were the " techies" of the world, so they stocked up mostly on tech titles and sci-fi books. Wrong. Women make strong use of eBooks for romance titles, people of both genders borrow books on personal finance, career building, self-help, business - in other words, a typical eBook reader is pretty much the same as any other reader making use of library services, except that eBooks have the advantage of being a little more anonymous (no more cloth or leather covers for those romance novels in public places - just fire up your PDA!). That's great news for eBooks, as it means that there's a willing and broad audience for titles that's ready to be supplied by publishers. Publishers are still catching up on getting titles out there, hampered in some instances by legacy contracts with authors that need to be renegotiated to facilitate electronic distribution, but most new contracts include electronic distribution, now, so the real gating factor is publishers' willingness to go electronic. As eBooks now seem to be poised for strong market growth and a much more cost-effective method to launch titles, that's happening now at a fairly rapid pace. Digital rights management has also had its growing pains: early on permission bits were not set conscientiously for some titles, excluding rights for access to special features that should have been defaults. So as librarians, technologists and publishers have started to develop working and successful systems, the stage is set for signifcant growth in eBooks distribution via libraries.
Solid eBooks Implementation Successes, But Still a Long Way to Go
Presentations by library managers at the conference made it clear that when done properly, eBooks are succeeding not only from a technical standpoint but also from a services standpoint, helping to drive up circulation numbers significantly in many instances while lowering title support costs. Indicative of this success is that the main sticking point for getting eBooks up and running for patrons is the initial visit to the library to get things set up. Once a patron has been held by the hand on setting up the reader software and DRM, things seem to flow along very smoothly. This support aspect is one of the key aspects of eBooks success via libraries: having local people who are experts in the content and technology is a very important springboard for readers who are eager to try the new technology but uncertain about the details of how to make it work. Tax-supported tech support, if you will. There were compelling success stories from Michael Williams of the Indianapolis-Marion County Public Library, Patricia E. Lowrey of the Cleveland Public Library, Marsha Howard of the New York Public Library, Keynoter Daniel L. Walters, Executive Director of the Las Vegas/Clark County Library and Angelina Benedetti of the King County (Seattle area) Library System, each of which faces the common challenge of tight budgets and increasing demand for electronic services from their patrons. In a tight economy, each had their own solution to the funding factor - rearranging budgets in Las Vegas, getting grants in Indianapolis - but it's clear that the funding pinch is one of the main factors inhibiting the growth of eBooks in these systems. Another major inhibitor is library staffs, which tend to work heavily on an inclusive, consensus-driven decision making model to implement major service changes. Privately a number of library managers will confess that eBooks systems' potential for increasing patron service while reducing staff costs is certainly central to staff concerns and the "go slow" approach on eBooks. Managers, on the other hand, see their jobs being tied more closely to increasing their circulation numbers, and in many instances push heavily for eBooks as a product that can improve the mindshare of libraries as a "go to" source in the electronic age. The successes are quantifiable for eBooks in public libraries, and the "chicken and egg" cycle of lack of titles awaiting more demand is beginning to be broken, but until the funds are there to go for more full-scale rollouts, the progress of eBooks in public libraries will indeed be evolutionary.
Monetization Models: A Key to Breaking the Funding Logjam?
A question I posed to one of the librarian panels drew a blank, which is probably indicative of where thinking is on eBook monetization models. I asked this very experienced panel whether they had considered charging patrons for additional types of content access as a source of funding - for example, taking a commission on eBook sales initiated from their sites. Be it because of their public service focus or because of their expectation of public support from non-profit channels, the most obvious solution to eBook funding at public libraries - charging a premium for premium services - seems to have slipped through the mindset of most librarians. It's not as if premium fees are unheard of in public services - try a public golf course some time - so one has to assume that it's part of library culture. Supporting content ecommerce through public libraries will not be a cut-and-dried issue: one librarian attending the conference noted that they had tried links to Amazon that would allow patrons to purchase titles, but found that it was rarely used, perhaps because it was so clearly not part of the library system. People trust public libraries to be an unbiased source of information open to all, so integrating additional revenue opportunities will be a difficult and delicate task with many complexitites. For example, there are issues of protecting patron anonymity when information is shared with third parties, an issue that was covered well in the legal panel at this conference. But clearly publishers are eager to work with libraries on finding solutions that can lead to value-added revenues. As it was noted by Jean Srnecz, Senior VP of Merchanidzing for Baker & Taylor, "The library market is the R&D of publishing markets." Librarians act as market analysts for publishers, helping them to understand consumption patterns and user needs in far greater detail than retail outlets can manage, which should help publishers to divine the most effective routes to new content monetization models very effectively. These are most likely to succeed when revenue opportunities are presented as value-added library services - for example, being able to check out a book immediately that has a waiting list. As these incremental value points are defined and worked out, it's likely that library eBooks systems will go from paupers begging for pennies to major revenue sources that are an integral part of library operations.
Technology Squeeze: Will Microsoft be Caught on its Longhorns?
One thing that the OeBF conference made abundantly clear was that Microsoft has some major issues to work out before it can declare any significant successes in the eBooks realm. It's easy to say that they have a strong position by the merit of its Microsoft Reader now being integrated into Microsoft operating systems, similar to the gambit they employed to lock in Internet Explorer as the preferred online content viewing technology. Clifford Guren, Group Product Manager for eReading at Microsoft, made it clear that Microsoft was in this fight for the long run, measuring their success in years, if not decades. But Reader's success with eBooks depends on a wide acceptance of their new Digital Asset Server capabilities and their supporting "Longhorn" server architecture, not due for rollout for at least two years. In the meantime, Adobe has made strong inroads with its Content Server and Adobe Reader and benefits from being platform-agnostic, a key factor for rollouts onto Palm PDAs and smartphones. With millions of downloads of Adobe Reader every day, wide acceptance of PDFs as a publishing medium and the widest range of available platforms, Adobe is well positioned to keep the pressure on Microsoft. On the low end of the market, MobiPocket's open reader and content creation architecture seems to be making rapid progress in the mobile marketplace, extending back into the PC realm and therefore adding further pressure on the Redmond crowd. On the corporate front, much of Longhorn's target audience has already opted for non-DRM methods to support the secure content creation and management of corporate content assets in response to regulatory and legal challenges. What's left for Microsoft between these two audiences? Not much, unless they decide to buy out a major library integrator such as Overdrive, which currently supports many kinds of DRM, including Microsoft's. DRM is key to the success of eBooks, but it's universal readers and systems that respond to the needs of patrons and clients that are the real drivers for driving eBooks forward. Microsoft has a hard time focusing successfully on the needs of specific market segments before developing its products, and the library marketplace appears to be no exception. By brute force Microsoft is likely to make good progress, but for now they are going to have a hard time of it if they insist on taking the "one OS to rule them all" approach to eBooks.
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posted by John Blossom at
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| Monday, February 23, 2004 |
Hybrid Books the New Future of eBooks?
The headline today "Customised Content, Hybrid Books to be New Catchwords" for the Indian Financial Express caught my attention as I'd encountered the same theme this past week with the launch of Wharton School Publishing by Pearson Education and the Wharton School of Business. The partners bring impressive credentials to the venture, but far more significant is the concept of focusing on providing an authoritative body of knowledge, which for Wharton School Publishing, is the applied knowledge from leading business authors, in a "portfolio of print and interactive formats", not as a book imprint, not as an audio imprint, not as a video imprint, not as a CD-ROM imprint.
The academic world is ready for a different approach to providing content and instructional material, given the frustrations of coursepacks and the rising cost of textbooks, as well as technology savvy students. Having just spent $55 for one paperback text book in information sciences, copyright 2000 with no websites or electronic resources, count me as a proponent of changing this picture! You see, I am the instructor for a section of this class, and this is a required text, but it will have to be heavily supplemented. Multiply my experience by the number of educational institutions, and there is a clear opportunity for innovative publishers to build market share.
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posted by Jean Bedord at
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| Wednesday, February 11, 2004 |
Australian Libraries Confront Copyright Changes in U.S. Trade Pact
As the Australian federal government hurtles towards the completion of a new free trade pact with the United States that includes new copyright requirements that mesh with U.S. media and publishing interests, librarians are discovering that there could be a strong catch - large new copyright licensing fees to cover an additional twenty years of materials now covered by the "Disney clause" of current U.S. statutes. Colette Ormonde, copyright adviser for the Australian Library and Information Association noted in The Melbourne Age, "We are a small country that consumes enormous amounts of information. The US, on the other hand, is an exporter of copyright material." While international standards may stay at a lower level indefinitely, this extension of U.S. standards into Australian markets is a large step towards establishing an English language-based standard that will protect a huge swath of today's current media and publishing sources. This is all well and good for these interests that wish to lower global production costs and increase revenues in countries such as Australia, but the dilemma faced by their libraries points out an important irony in extended copyrights: institutions that have to shell out for this "copyright tax" have fewer funds to spend on newer materials, forcing decisions on more contemporary sources that may not favor those same publishers and producers in the long run. Being overreliant on revenues from archives is an easy way to get lazy about fulfilling the needs of today's content users effectively - a problem that seems to be at the root of the current copyright conundrum.
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posted by John Blossom at
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| Friday, February 06, 2004 |
Book Publishing Partnership: Google Branded DK Encyclopedia
The boundaries between print and online are blurring, as new products are released that combine the strength of each medium. DK Publishing, known for their attractive children's reference books, has launched a new print co-branded book that combines the organization and clarity of an encyclopedia, with heavy emphasis on keywords that can be used to search the companion website www.dke-encyc.com for Google links. As the parent of a teenager, conveying the concept of using keywords for relevant searching is not easy, so the encylopedia format is a good teaching tool. But encyclopedias don't stay current, hence the online website, winnowed down to age-appropriate, trustworthy sites fully acceptable to the key buyers--parents and educators. And the web is uniquely suited to conveying additional content in a fully integrated mode. When I used the keyword reptiles, my choices included the sounds of a gecko and a video of the Komodo dragon, both on topic! Look for more ventures that merge mediums to provide valued content.
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posted by Jean Bedord at
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