Michael Cairns is a publishing and media executive with over 25 years of experience in business strategy, operations, and technology implementation. He established Information Media Partners in 2006 to provide boutique strategy consulting to information and education publishers. The presentation discusses challenges publishers face in rethinking and remixing content in the digital age, including reliance on documents, underinvestment in metadata, and inflexible processes. It advocates for programmatic strategic evaluation of content and formats, engaging content distribution platforms, and improving metadata to support flexible, customized content delivery across multiple channels.
2. Introduction
Michael Cairns is a publishing and media executive with over 25 years experience in
business strategy, operations and technology implementation. As a business
executive, Mr. Cairns has successfully managed several troubled and under-
performing businesses, creating new business opportunities, developing new funding
sources and enhancing shareholder value for investors. His years spent as an
operating executive have largely been with brand-name publishing companies such
as Macmillan, Inc., Berlitz International, Wolters Kluwer Health, Reed Elsevier and
R.R. Bowker. As a consultant, Mr. Cairns has worked with clients as diverse as
AARP, Hewlett Packard, InterPublic Companies and Reed Elsevier with an emphasis
on business strategy, market development and corporate development.
His skills and experience include:
Business and corporate strategy development and implementation
Operations management and business transformation
Traditional and digital publishing and operations
Print-to-digital transformation and adoption of new business models
Software development and software services
Mr. Cairns holds an MBA (Finance) from Georgetown University and a BA from
Boston University. He has served on several boards and advisory groups including
the Association of American Publishers, Book Industry Study Group and the
International ISBN organization. Additionally, he has public and private company
board experience.
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Michael Cairns
Information Media Partners
Strategy Consulting
New York, London, Melbourne
Tel: 908 938 4889
Michael.cairns@infomediapartners.com
Find me:
LinkedIn Twitter Blog Flickr InstaGram
3. Information Media Partners
Michael Cairns established Information Media Partners in 2006 as a boutique strategy
consulting firm focused on the information and education publishing segment. The work
conducted by the firm includes product development, corporate development, sales
management and corporate reorganizations. We work with established businesses, private
equity owners and potential acquirers.
Examples of our work include:
Reorganized and re-focused a $25 million software publishing company by aligning
business operations with client priorities; implementing internal collaboration tools and
project management standards; re-building executive team to focus on effective and
efficient management
Defined a new business strategy for a large non-profit association and advocacy group,
expanding their business model into global markets to exploit their core knowledge and
expertise across a broader market
Led an information technology capabilities review at a large international advertising
holding company. Completed over 200 interviews in 15 international offices and multiple
group focus sessions to define the operational ‘gaps’ between existing agency capabilities
and those necessary and important for client delivery by region
Completed a sales management effectiveness review for a global software company and
defined six key project initiatives to improve sales effectiveness, market development and
account management
We approach our client engagements in a standardized, logical manner which creates the best
environment to identify key business drivers, administrative and logistical road blocks and/or
product or market definition issues. Our investigative approach leads to better insights into
your businesses and supports the development of workable solutions and recommendations
for success.
Visit the Information Media Partners website for more information.
Sample Client List
4. Introduction
Rethinking and remixing content
Searched, browsed, repackaged, sold
Fragmenting, bundling, collections, cross selling,
flexible e-commerce, academic adoptions,
community networks, SEO
The right content when, where and how users
want it
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5. So where are we?
Content structured linearly
Movement from ‘Creamy’ to ‘Chunky’
Journals content is “better”
Books/Textbooks all inclusive monoliths
Chapters, abstracts, metadata, keywords,
etc
The customer wants it their way
Other content industries do it: Music, TV,
etc.
Technology has enabled the transition
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6. What are the challenges (any surprises)?
Reliance on the ‘document’
Under investment in metadata
Sclerotic internal processes
What is the “strategic” value of content?
Allocation of resources, time and money
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7. Strategic Content Planning
Programmatic, strategic evaluation
Format vs document
Review
Processes, relationships, technology, etc
Evaluate your content
Who does what?
What do your customers want?
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8. Engage and learn
Symtext
SIPX
GinkgoTree
CourseLoad
CourseSmart
Chegg
Deep Dyve
Kno
O’Reilly Media
Slice Books
CUP
And many more..
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9. In the end we all try to “COPE”*
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* Create Once Publish Everywhere
10. Strategic challenges are opportunities
Custom and disaggregated content
distribution models are inevitable so how will
you benefit?
Permissions revenues considered
incremental will become your primary
revenue source
Your content platform will be the basis for
broad distribution
Must improve metadata at the ‘unit’ level
Offer your own custom publishing solution
Link content across library: Leverage the
principles of cross and upselling
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11. Help me…What should tell them at HQ?
Make the content less dependent on an
output format
Chunking content while maintaining a web of
interrelationships across the content
Can we actively involve authors in the process?
Establish templates that support flexible
content:
Book>Chapter>Image>Diagram
Description>Abstract>Key words>Concepts
Learn by example – There’s nothing wrong
with borrowing
Engage the customer: Content everywhere –
so how do we deliver it?11
12. Please review my blog post associated
with this presentation:
http://personanondata.blogspot.com/2013
/06/society-of-scholarly-publishers-
panel.html
Michael Cairns
Managing Partner
Michael.Cairns@InfoMediaPartners.com
908 938 4889
LinkedIn Twitter Blog Flickr InstaGram
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