Presentation by Bill Rosenblatt of Giant Steps Media and John Kreisa of Mark Logic given at the 2009 O'Reilly Tools of Change for Publishing Conference about the settlement of the lawsuit between Google and the publishing industry.

1. Slide 1
GoogleGoogle’’s Settlement withs Settlement with
the Publishing Industry:the Publishing Industry:the Publishing Industry:the Publishing Industry:
Opportunities and StrategiesOpportunities and StrategiesOpportunities and StrategiesOpportunities and Strategies
for Publishersfor Publishers
Bill RosenblattBill Rosenblatt
GiantSteps Media Technology StrategiesGiantSteps Media Technology Strategies
i t t ti t t twww.giantstepsmts.comwww.giantstepsmts.com
billr@giantstepsmts.combillr@giantstepsmts.com
212 956 1045212 956 1045
GiantSteps
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212 956 1045212 956 1045

2. Slide 2
Google Book SearchGoogle Book Search
Introduced (as Google Print) in October 2004Introduced (as Google Print) in October 2004Introduced (as Google Print) in October 2004Introduced (as Google Print) in October 2004
Scanning and indexing millions of books for searchScanning and indexing millions of books for search
d di lid di liand discovery onlineand discovery online
–– About 20 libraries, mostly university, scanning from theirAbout 20 libraries, mostly university, scanning from their
collectionscollectionscollectionscollections
GoogleGoogle’’s use of contents use of content
Display snippets in search resultsDisplay snippets in search results–– Display snippets in search resultsDisplay snippets in search results
–– Link to places to purchaseLink to places to purchase
–– Public domain books: download PDFPublic domain books: download PDF
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Public domain books: download PDFPublic domain books: download PDF

3. Slide 3
The LawsuitThe Lawsuit
Suits filed by Authors Guild and AAP in SeptSuits filed by Authors Guild and AAP in Sept Oct 2005Oct 2005Suits filed by Authors Guild and AAP in SeptSuits filed by Authors Guild and AAP in Sept--Oct 2005Oct 2005
Allegations of copyright infringementAllegations of copyright infringement
S i d i ith t th i tiS i d i ith t th i ti–– Scanning and copying without authorizationScanning and copying without authorization
–– ““Free ridingFree riding”” on content by monetizing trafficon content by monetizing traffic
Cl i f F i UCl i f F i UClaims of Fair UseClaims of Fair Use
–– Key principles: nature of use, effect of use on market valueKey principles: nature of use, effect of use on market value
for workfor workfor workfor work
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4. Slide 4
The SettlementThe Settlement
Agreement reached in October 2008Agreement reached in October 2008Agreement reached in October 2008Agreement reached in October 2008
–– 141 page main document141 page main document
–– Plus 13 AttachmentsPlus 13 AttachmentsPlus 13 AttachmentsPlus 13 Attachments
Trial judge gave preliminary approvalTrial judge gave preliminary approval
Fi l l t f J 2009 l tFi l l t f J 2009 l tFinal approval set for June 2009 or laterFinal approval set for June 2009 or later
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5. Slide 5
The SettlementThe Settlement
Google pays ~$30 Million to establish Book RightsGoogle pays ~$30 Million to establish Book RightsGoogle pays ~$30 Million to establish Book RightsGoogle pays ~$30 Million to establish Book Rights
RegistryRegistry
G l d bli h ti i t i i iti l t fG l d bli h ti i t i i iti l t fGoogle and publishers participate in initial set ofGoogle and publishers participate in initial set of
business modelsbusiness models
List of potential future business modelsList of potential future business models
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6. Slide 6
Book Rights RegistryBook Rights Registry
Online database of books and information about theirOnline database of books and information about theirOnline database of books and information about theirOnline database of books and information about their
ownershipownership
Like a rights collecting society for book contentLike a rights collecting society for book content–– Like a rights collecting society for book contentLike a rights collecting society for book content
Ability to process royalty payments from online contentAbility to process royalty payments from online content
sales and send them to proper partysales and send them to proper partysales and send them to proper partysales and send them to proper party
IndependentIndependent
N t j t f G lN t j t f G l–– Not just for GoogleNot just for Google
–– Any service provider can use the serviceAny service provider can use the service
G l $30 Milli t t bli h BRRG l $30 Milli t t bli h BRR
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Google pays >$30 Million to establish BRRGoogle pays >$30 Million to establish BRR

7. Slide 7
Settlement ArchitectureSettlement Architecture
Content
Publishers
Publishers
Content
Publishers
Publishers
Metadata &
Rights
Metadata,
Rights,
Payments
Content
Book Rights
Registry
g Payments
Payments Libraries
Libraries
Libraries
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8. Slide 8
Settlement ArchitectureSettlement Architecture
Content
Publishers
Publishers
Publishers
M t d t &
Metadata,
Content
Book Rights
Metadata &
Rights
Rights,
Payments
Payments Libraries
Libraries
Content
g
Registry
Metadata &Content
Payments
Libraries
Libraries
Service
Providers
Rights
Payments
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Providers

9. Slide 9
Settlement Business ModelsSettlement Business Models
Sales of online booksSales of online booksSales of online booksSales of online books
–– Like Amazon Pages, online viewerLike Amazon Pages, online viewer
–– Restrictions on copy & paste printRestrictions on copy & paste printRestrictions on copy & paste, printRestrictions on copy & paste, print
–– Free previews depending on type of bookFree previews depending on type of book
–– Google gets 30% revenueGoogle gets 30% revenue
Contextual ad salesContextual ad sales
–– Publishers get 30% of revenuePublishers get 30% of revenuegg
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10. Slide 10
Future Business ModelsFuture Business Models
Print on demandPrint on demandPrint on demandPrint on demand
PDF downloadsPDF downloads
Custom PublishingCustom Publishing
Consumer subscriptionsConsumer subscriptionspp
Summaries, abstracts, and compilationsSummaries, abstracts, and compilations
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11. Slide 11
Future Business ModelsFuture Business Models
P IP IPage ImagePage Image
Print on demandPrint on demandPrint on demandPrint on demand
PDF downloadsPDF downloads
Custom PublishingCustom Publishing
Consumer subscriptionsConsumer subscriptionspp
Summaries, abstracts, and compilationsSummaries, abstracts, and compilations
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12. Slide 12
Future Business ModelsFuture Business Models
NN P IP INonNon--Page ImagePage Image
Print on demandPrint on demandPrint on demandPrint on demand
PDF downloadsPDF downloads
Custom PublishingCustom Publishing
Consumer subscriptionsConsumer subscriptionspp
Summaries, abstracts, and compilationsSummaries, abstracts, and compilations
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13. Slide 13
Custom PublishingCustom Publishing
Combining chapters/modules of content into singleCombining chapters/modules of content into singleCombining chapters/modules of content into singleCombining chapters/modules of content into single
volumesvolumes
M k tM k tMarkets:Markets:
–– Higher education e.g. McGrawHigher education e.g. McGraw--HillHill PrimisPrimis
Professional e g OProfessional e g O’’Reilly/Pearson SafariReilly/Pearson Safari–– Professional e.g. OProfessional e.g. O Reilly/Pearson SafariReilly/Pearson Safari
Next challenge: combine content from multipleNext challenge: combine content from multiple
bli h hbli h hpublishershpublishersh
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14. Slide 14
Subscription ServicesSubscription Services
Analogous to music services like Rhapsody andAnalogous to music services like Rhapsody andAnalogous to music services like Rhapsody andAnalogous to music services like Rhapsody and
Napster, cable TV SVODNapster, cable TV SVOD
E i ti b i ti i h d tE i ti b i ti i h d tExisting subscription services charge per document,Existing subscription services charge per document,
search, etc.search, etc. –– Factiva, LexisFactiva, Lexis--Nexis, DialogNexis, Dialog
Rightsholder compensation gets tricky for book contentRightsholder compensation gets tricky for book content
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15. Slide 15
Abstracting and Indexing (A&I)Abstracting and Indexing (A&I)
Huge legacy of A&I services in many fieldsHuge legacy of A&I services in many fieldsHuge legacy of A&I services in many fieldsHuge legacy of A&I services in many fields
Customized A&I services can save effort with uniformCustomized A&I services can save effort with uniform
li t t t d i ht i fli t t t d i ht i fonline access to content and rights infoonline access to content and rights info
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16. Slide 16
Publishers Must Be ReadyPublishers Must Be Ready
C ThC ThCommon ThemesCommon Themes
Logical StructureLogical StructureLogical StructureLogical Structure
MetadataMetadata
RightsRights
XML Content ArchitectureXML Content Architecture
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17. Slide 17
Logical StructureLogical Structure
Repurposability of content at desired level of detailRepurposability of content at desired level of detailRepurposability of content at desired level of detailRepurposability of content at desired level of detail
Sequencing informationSequencing information
Conversion of legacy layoutConversion of legacy layout--driven content to XMLdriven content to XML
Conversion of editorial processes to XMLConversion of editorial processes to XML--firstfirstpp
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18. Slide 18
MetadataMetadata
Adoption of basic metadata in BRRAdoption of basic metadata in BRRAdoption of basic metadata in BRRAdoption of basic metadata in BRR
–– Dublin CoreDublin Core –– bibliographicbibliographic
–– ONIXONIX –– supply chainsupply chainONIXONIX supply chainsupply chain
Other service providersOther service providers –– specialized metadataspecialized metadata
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19. Slide 19
RightsRights
Initial business models: implied rightsInitial business models: implied rightsInitial business models: implied rightsInitial business models: implied rights
–– E.g. copy/paste up to 4 pagesE.g. copy/paste up to 4 pages
–– Print up to 20 pages at a timePrint up to 20 pages at a timePrint up to 20 pages at a timePrint up to 20 pages at a time
–– Free previews according to content typeFree previews according to content type
Future business models: track rights explicitlyFuture business models: track rights explicitlyFuture business models: track rights explicitlyFuture business models: track rights explicitly
–– Opt in vs. opt outOpt in vs. opt out
–– E.g. right to use content in compilationsE.g. right to use content in compilationsg g pg g p
–– Simple now, extensibility laterSimple now, extensibility later
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20. Unlock Content™
John Kreisa
Director of Industry Solutions
See us at booth #13
Copyright © 2009 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 1

21. Preparing for The Google Settlement
Create a digital strategy for metadata, rights and content
XML can be used to store, search and deliver each
Establish a long term content architecture
Create an XML based centralized digital content repositoryg p y
Adopt and leverage XML in production and delivery processes
Prepare to go below the page for new business models
Organize for experimentation with new productsOrganize for experimentation with new products
Small flexible teams
Tolerance for (fast) failure
Prepare to interface with Google and other service providers
Decide on strategy for exposing content to Google
Consider options with other providers
Copyright © 2009 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 2
p p

22. Digital Asset Distribution in Practice
Admin interface
(search, load, etc.)
Search, Get Catalog,
IP Mgmt
Search, Get Catalog,
Get TOC, Look Inside Book, etc.
Loader
Web services
Digital Asset Delivery/Syndication
Other partners
Web services
DAM
Copyright © 2009 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 3

23. Search Across Transcribed Video
and Metadata
Search through transcripts, analyze and understand word usage
Copyright © 2009 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 4

24. Elsevier: ImagingCONSULT
A role and task aware
li ti i XQapplication using XQuery
Utilize structure to provide
granular access to
i f tiinformation
Provides an integrated
content environment
Results – physicians work more quickly and with greater assurance
App facilitates and guides diagnostic processpp ac tates a d gu des d ag ost c p ocess
Greater satisfaction with diagnosis due to improved ability to
compare procedures
Spend less time looking and more time understanding and
Copyright © 2009 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 5
Spend less time looking and more time understanding and
healing

25. Role Aware Application: ImagingCONSULT
Rich navigation and task oriented display leverage tagged information
Detailed diagnostics
Guided navigation
Copyright © 2009 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 6
Summary info

26. McGraw-Hill Education – DAL
Key component of a broader enterprise
content management program; tightlycontent management program; tightly
integrated with ECM solution
Strategic, open, and scalable
environment for managing sharingenvironment for managing, sharing,
and processing digital assets and
content
Designed to help archivists editorsDesigned to help archivists, editors,
and authors find previously published
content in full electronic workflow
Reduces content acquisition andReduces content acquisition and
creation costs.
Helps bring new products to market
faster
Copyright © 2009 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 7
faster.

27. Digital Assets – Search & Reuse
Search
ECM system
New
Products
Designed to help archivists, editors, and authors find previously published content,
the MGH Digital Asset Library is a powerful search and content discovery tool. This
lib ill d t t i iti d ti t d h l b i d t
McGraw-Hill Education Digital Asset Library
Copyright © 2009 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 8
library will reduce content acquisition and creation costs and help bring new products
to market faster.

28. Actionable Insight and Collaboration
Business Exchangeg
Monitor favorite topics and contributors, see related items
Copyright © 2009 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 9

29. MarkLogic Server: Cornerstone of an
All XML Architecture
Print on
Editorial Staff
Content delivery
Content creation
CMS
Demand
C
Customers
DRM
CMS
DAD
Custom Publishing
DAM Vertical Content
Delivery
Syndication Partners
Content assembly
Content Assembly
Web delivery
Content applications
Copyright © 2009 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 10
Content assembly
and enrichment

30. Architecture for Exploiting the Google
Book Settlement
Content
Publisher (You)
Metadata
& Rights
Metadata & Rights
Content
Payments
Metadata & Rights
& Payments
Libraries
Libraries
Copyright © 2009 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 11
Books Rights Registry

31. Selected Mark Logic Customers
B2C Magazine EducationB2B Magazine
Fi i l/CCFFinancial/CCF Legal Tax Regulatory Trade
Aggregation STM
Copyright © 2009 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 12

32. Unlock Content™
Thank YouThank You
Stop by booth #13 for a chance to win a Nintendo Wii!p y
Copyright © 2009 Mark Logic Corporation Confidential and Proprietary, Internal Use Only Slide 13