Presentation from March 8, 2016 Book Industry Guild of NY panel. Panelists Included: Sue Carlson, Norton Daniel Cohen, Galvanized Cynthia Clark, Elsevier Katherine McCahill, Penguin Random House and Peter Milburn, Wiley Moderated by Kathy Sandler, Penguin Random House Book Industry Guild of NY: Website: http://bigny.org/ Twitter: BIGofNY Facebook: BIGofNY

1. Book Industry Guild of NY
Publishing Technology Update: New
Digital Directions
#BIGNYDigital

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4. Why Digital?
• Print is Strong
• Goal = Optimize Revenue
– Regardless of format
• Need Innovation
#BIGNYDigital

5. • Sue Carlson
VP, Director of Production & Design, Norton
• Cynthia Clark
Director, Digital Operations and Products, Elsevier
• Daniel Cohen
Digital Strategist, Galvanized
• Katherine McCahill
Senior Director, Digital Development,
Penguin Random House
• Peter Milburn
Associate Director, Digital Product Marketing, Wiley
#BIGNYDigital

6. Sue Carlson
VP, Director of Production & Design
Norton
Went from being a traditional typesetter to
re-tool Norton’s workflow to produce
over 1200 trade and educational ebooks
• Had a career in music
• 1999: Joined W.W. Norton & Company, working in graphic
production
• 2013: Director of Digital Production
• 2014: VP, Director of Production & Design - oversees
Norton’s trade and college production, design, and photo
permissions groups
#BIGNYDigital

7. Does Doe
W. W. Norton & Company

27. What’s next?

28. Cynthia Clark
Director, Digital Operations and Products
Elsevier
Content innovation and enriching the reading
experience of the full-text STM article
• Slavic languages = first love
• Fell in love w the special language of print book publishing
• Evolved into a career in journal publishing
• At Elsevier in digital publishing, Cynthia gets to stay on the
front lines and help steer the ship
#BIGNYDigital

29. Presented by Cynthia Clark, Director, Digital Journals
March 8, 2016
Content Innovation:
Enriching the Full-Text STM Article

30. | 30
▪ Publisher since 17TH century
▪ Now global leader in providing information
solutions
▪ Information solutions that distribute content:
▪ 3,500 journals
▪ 34,000 books
▪ Almost 14 million published articles
A little context . . . Elsevier

31. | 31
Content Innovation at Elsevier
From “print science” to “digital science”
http://www.elsevier.com/about/content-innovation
Enhance discoverability, presentation, information transfer
▪ Unique to Elsevier, supported by a development team, marketing, and
usability and domain experts
▪ Partnered with technology specialists that transform author data
▪ Over 40 innovations available today, at no cost to authors
▪ Integrated in author workflow

32. | 32
For Authors
▪ Brings research to
life
▪ Transforms
complex data into
interactive tools
▪ Enhances
communication
▪ Can improve their
profile and
generate
collaboration
opportunities
Content Innovation
Telling the Research Story and Maximizing Its Impact
For Readers
▪ Affords an
interactive
experience of the
article content
▪ More engaging
▪ Gives reader
chance to “know”
the authors in new
way
▪ Transcends the
“written” language
of the article
For the Journal
▪ Differentiates it
from others titles in
the specialty
▪ Offers incentives to
authors
▪ Improves online
engagement and
content usage
▪ Sharing through
social media can
extend journal
brand

33. | 33
3D Viewers

34. | 34
Virtual microscope
Graphical abstract
Audio slide
Multimedia player
Wikipedia look-up
Interactive case
insight
Other Content Innovation Tools

35. | 35
▪ Enable authors to add high resolution
digital slides to their publication.
▪ Slides can be viewed in highest resolution
through virtual microscope:
▪ Link from slide reference in full text article to
online high resolution image, or preview
slide alongside the article
▪ Zoom, rotate, pan, using browser based,
purpose built viewer
▪ Mobile enabled
▪ No need for plugins or custom software
▪ Available today for approx. 30 journals, 2
books, one major reference work
Virtual Microscope
Support for high resolution digital slides through ‘virtual microscope’
viewer
Winner of the Prose Award 2015, Best e-Product Application

36. | 36
Content Innovation: Virtual Microscope
http://www.sciencedirect.com/science/article/pii/S2212440314006919

37. | 37
Zoom and rotate functionality
Slide selection (drop down)
Reader can “grab” and move image

38. | 38
Zoom and rotate functionality

39. | 39
Google Maps author feedback:
• 74% plan to submit again (26%
“maybe”)
• 87% (very) satisfied with result
• NPS: 46%
AudioSlides author
feedback:
• 96% (very) satisfied with
result
• NPS: 19%
43%
57%
No
difference
Survey: The option to create
an AudioSlides presentation
makes me more likely to
publish in this journal again
(43%)
“I am convinced that this is the
right way to go and I hope this is
the first step in providing helpful
tools to authors and readers in
the future.” - Editor of Psychiatry
Research Neuroimaging on 3D
Neuroimaging Viewer
“This is a really good innovation by
the way, well done!”– author
feedback on 3D Neuroimaging
Viewer
“It is great to be able to
present results interactively” –
author feedback on Google
Maps
“I think that the
Executable Paper can
really strengthen the
reviewing process” –
reviewer feedback
Editors
Reviewers
9
“I think it is a really nice feature
of publishing with Elsevier” –
author feedback on
AudioSlides
“Your presentation was outstanding,
particularly around technology and
innovation.” – feedback from major society
bid
“Elsevier is seen as innovative, and our digital
strategy and offerings are often among the
highlights of society proposals”- feedback
from bidding team
Publishing Partners
Content Innovation is valued by authors, readers, editors,
reviewers, and publishing partners
Authors

40. | 40
▪ New tools being piloted
▪ Continued ideation and development
▪ Ongoing commitment to enriched content
experience
What’s Next?

41. Thank you!

42. Daniel Cohen
Digital Strategist, Galvanized
Worked with over 40 magazines on content workflows
and digital products, helped create Galvanized’s Apple
Watch app
• Senior Technical Specialist, Hearst Magazines
• Tech. Dir./Deputy Head of Prod., The New Yorker
• Helped launch/manage development and roadmaps of
magazine digital editions, ebooks, native mobile apps, and
web products; Supports web operations, email marketing,
technology and data approaches to audience development
#BIGNYDigital

43. 9 Digital Ideas
Daniel Cohen • Digital Strategist • Galvanized Brands

44. Digital Ideas
▪ Observations about digital…as a listicle!
▪ How much applies to books?
▪ Scholastic, Hearst, The New Yorker, Galvanized Brands, Consultant.

45. 1. Know Thyself
▪ We hit or miss
▪ We agonize and stress, gracefully
▪ Evolution—but not always
▪ We make way

46. 2. Listen First, Build Later
▪ Clicks
▪ Profiles, demographics
▪ Surveys
▪ Big Data
▪ Tea, at Eat This, Not That!
▪ The Lean/Bootstrap Startup

47. 3. Testing—1, 2, 3
▪ From Upworthy To newsletters
▪ New roles
▪ Digital reading: Color? Interactivity? Reader
preferences?
▪ ...and Content?
▪ Challenges
▪ Technology costs
▪ The “Pivot”

48. 4. The Pivot
▪ Out of thin air
▪ Agile, Scrum
▪ Trello, Basecamp
▪ Offshore, freelance, outsource—reshuffling (but not
continual?)
▪ HTML (XML, JSON, Regex)
▪ The understated periodicity of digital

49. 5. Write Your Own Script
▪ Frequent or time-consuming tasks, batch processing
▪ Variation is okay
▪ Easy, fun, hair-pulling, demanding, effective
▪ Automator, Adobe, AppleScript
▪ Javascript and Node
▪ Going All The Way: APIs, Browsers, Utilities, Local
Databases
▪ Hearst, The New Yorker, Galvanized

50. 6. Befriend Your System
▪ Learning is good
▪ The Über CMS

51. 7. Improve Process with…
Process Improvement
▪ Lean, Six Sigma, Continuous improvement
▪ But shhh!

52. 8. Get Personal
▪ Your workstation
▪ Your routines

53. 9. Disruptions!
▪ The Watch App: Sweat This, Not That!
▪ Why we did it
▪ The screen is so small!
▪ Storytelling, UX
▪ Alpha, Beta, Ouch
▪ VR, 3D. . .more storytelling, more UX
▪ The future of readers
▪ Psychology, and a prediction

54. Katherine McCahill
Senior Director, Digital Development Penguin
Random House
Works with PRH divisions to identify and develop
mobile apps that provide a digital complement to their
books
• Started in ME, editorial positions at St. Martin’s Press
• Worked on marketing campaigns for eBook originals and
audiobooks, HarperCollins
• Assistant Director of Digital Products at Penguin
• Product Manager in Wiley’s Global Education div.
• Now works across all divisions to effectively bring new mobile
apps to market and maximize their potential
#BIGNYDigital

55. Digital Products, App Development

56. Market Presence
Our Approach
Enhance, extend, and complement our authors, brands, and titles while working in
close partnership with developers and internal teams and stakeholders.
• Over 80 apps available from Penguin and Random House
• Best of the App Store: 2012, 2013, 2014
• Predominantly publish in: Books, Kids, Education, Entertainment, Food & Drink,
Health & Fitness, Lifestyle, and Travel
Highlights
Mad Libs World of Ice and Fire Who Was? Adventure Fodor’s City Guides
Fast Metabolism Diet Stephen Hawking’s
Snapshots of the
Universe
Volumes Daily Wonder

57. Why an App?
• Is it a big author, franchise, or program?
• Does the idea match the imprint, author, or brand strategic goals?
• Is there special functionality that is best served through an app or a specific
market demographic we want to reach?
• How quickly can we bring this to market?
• What are the current market trends?
• Is this a technology that we’re interested in learning more about?

58. From Print to App
• Utilize rich, interactive features
• Harness special capabilities of the device
• Design for use cases and mobile first interactions
• Complement the publishing programs by encouraging reader
engagement
The Daily Wonder
• Daily inspirational precepts
• Utilizes push to remind users to
check in
• Enables sharing to social media
• Daily point of engagement for
fans
• Provides information about the
books, the author, and
#ChooseKind
The Fast Metabolism Diet
• Onboarding allows users to track
individual goals
• Allow users to track their meals
and daily food input
• Shopping lists are available on
the go
• Utilizes push notifications to
remind users to track food intake
• Includes email sign up and links
to purchase

59. From Print to App
Daily Precept CalendarBio – original
app content
Menu with
additional info
Onboarding
screen
Meal Map Grocery list Menu with
additional info

61. Peter Milburn
Associate Dir., Digital Product Marketing
Wiley
Helped lead the 200-year old publisher to partner print
and digital in a direct-to-consumer division to 40%
growth
• Started in Time Inc.'s Consumer Marketing Division
• Founder and Owner, RE:DIRECT, a direct response creative
agency for Condé Nast, Hearst, Time Inc.
• Past board member, Direct Marketing Club of NY
• Oversees marketing for Wiley Efficient Learning, Wiley’s
online test prep unit. In 5 years, Peter helped build
EfficientLearning.com into a key source of growth for the
company in the area of global direct-sold digital learning
#BIGNYDigital

62. Peter Milburn
Associate Director, Digital Product Marketing,
Knowledge & Learning, Wiley
Transition to Digital: Wiley’s
Journey from Print to E-learning

63. 63
Wiley’s Transition to Digital
• Build vs. Buy
• Testing and the Lean Start Up Approach
• Reinventing the Text Book
• Adding to the Mix: Services and Solutions

64. Building & Buying

65. The Last 3 Years
❏ Assess Portfolio & Shed Non-Core Assets
▪ “Nice to Know” vs. “Need to Know”
▪ Decide to Leave Consumer Trade Business in
▪ Travel: Frommers Travel Guides
▪ Cooking: Betty Crocker, Weight Watchers
▪ Nautical and More
▪ Reinvest Savings in Digital Platforms and Strong Content Areas
▪ Accounting and Finance
▪ STMS, Tech, , Project Management
▪ Assessment, Test Prep & Professional Learning
❏ Reinvest in New Digital Delivery Platforms
❏ Build the Right Teams – Digital Testing Culture
❏ Build Direct Distribution Channels to End Customers

66. Start Up – Lean Testing

67. Start Up – Digital Product Orientation

68. Textbook Reimagined DIAGNOSTIC
CLEAR
NAVIGATION
PROFICIENCY =
PROGRESS + MASTERY
DASHBOARDS
REPORTS
NOTIFICATIONS

69. Textbook Reimagined

70. Add on Services

71. 71
Thank you for your time!

72. Book Industry Guild of NY
Publishing Technology Update: New
Digital Directions
Questions
#BIGNYDigital