STM Book 2.02 Seminar
Now it Gets Real: Making, Selling, Distributing, Discovering and Using E-Books
9:30 Welcome & Introduction
Chair: Ellen de Groot, Senior Product Manager, Books on ScienceDirect, Elsevier
9:40 E-Book Sales & Marketing Realities
Moderator: Valentina Kalk, Rights and Online Resources Manager, World Bank Publications
E-Book Sales & Marketing Around the World
Francois Barnaud, OECD, Organisation for Economic Cooperation and Development
Since the OECD moved into eBooks ten years ago, they have been the single most important driver of growth in OECD sales and dissemination worldwide. They have allowed us to consolidate our position in existing markets, as well as offered the opportunity to reach completely new ones. François will give a brief introduction to the way the OECD has marketed its eBooks up to now, and consider the main challenges which lie ahead.
Is more always better? In the early days of the e-books, many pioneering publishers enthusiastically signed up with all possible e-partners. Today, many publishers have their own e-book platforms, aggregators offer competing business models, and search engines sometimes help users discover a bit too much. In addition, publishers often experience competition from within between p- and e- . This session will discuss options and ideas for leveraging partners and channels in an increasingly complex e-world.
Margo Leach, Marketing Manager, CABI
As an explanation for why we do things as a business, we often hear 'It's how we've always done it', 'It's what our competitors are doing' and 'It's what we're good at doing'… A serious shift in thinking is needed if we are to remain in existence in a rapidly changing market place. There is a reason the 'new' players such as Google are a threat - their mottos are simple: make something the users like using, and the business model will follow. In others words, we need to get in touch with our end users, and ask THEM what they want, not tell them. So how do we do this?
12:00 Making E-Books in the 21st Century
Many of the big commercial publishers have created their own e-book platform. At OUP, we have taken a slightly different approach – maximising our reach with e-books through a combination of innovative licensing deals. During this presentation, Fiona will give an overview of OUP’s approach, and some insights into where they see the future of e-books heading.
1:45 Introduction to Afternoon & E-Textbooks
Edward Crutchley, Book Sales Director, Wiley-Blackwell
Julian Clayton, Vice President, Training & Educational Systems, Wiley-Blackwell
2:20 E-books in Academic Libraries: Attuning the Market to User Needs
Jill Taylor-Roe, Head of Liaison & Academic Services, Robinson Library, Newcastle upon Tyne
At the start of the new millennium, there were many bold predictions of dramatic growth in the e-book market – but the reality certainly failed to live up to the hype. In academic libraries, where ejournals are now firmly established as the format of choice for most of our users, we have long felt frustrated by the lack of desirable etextbook content. At times, the gap between publishers’ offerings and librarians’ wish lists seemed insurmountable. However, the current JISC E-book National Observatory Project has provided an unparalleled opportunity to explore the interests and concerns of all the key players, including those most important of stakeholders - the end users. This paper will consider the current ebook landscape primarily from the perspective of an academic library and will also offer comments on how this might be changing.
3:30 Discoverability: The Key to Success
Moderator: Suzanne Kemperman, Director, Publisher Relations, OCLCNetLibrary
Ian Mayfield, Associate University Librarian, University of Portsmith, UK
Understanding Search Behaviour to Drive eBook Discovery, Usage and Sales
Pete Shemilt, Sales and Marketing Director (EMEA), Academic and Professional Books, Cambridge University Press
Book publishers have become very good at making eBooks and distributing them through existing and emerging channels. But how effective are publishers at marketing eBooks to readers, students and researchers? Do we really understand how consumers are searching for information and how we can influence the conversion of their intentions into profitable actions such as purchase or increased usage? And how can we better work with librarians to improve eBook discovery?
4:45 – 5:00 Wrap-up & Close
Events Terms and Conditions
Where an event has registration fees, cancellations made in writing up to 30 days before an event are eligible for a 50% refund. No refunds can be made for cancellations received on or after 30 days prior to the event date, however, substitutions may be made free of charge at any time.
Registration fees do not include insurance. Participants are advised to take out adequate personal insurance to cover travel, accommodation, cancellation and personal effects.
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