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Direct-to-Consumer Direct-to-Consumer Distribution StrategyDistribution Strategy

John BarnesSVP, Product Management

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Outline

Strategic Focus

Partnering Strategies & Guidelines

Examples of New Partnerships

Concluding Remarks

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Libraries are our Focus

Gale is a library information publisher

All of our Product Development & Marketing is aimed at libraries

98% of our sales are to libraries, <1% comes from e-consumers

Public Libraries

Academic LibrariesSchool Libraries

Business InfoCenters

Special LibrariesGov't Libraries

Retail PrintE-consumers

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Supporting Libraries

Gale considers itself an advocate for and member of the library community Event sponsorships -- national, regional

and local Library Awards Library Leadership Forums Discussion roundtables

Recently launched a new Library Marketing Support site:

http://www.galegroup.com/freestuff

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Find Yourself in the Library

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A Changing World...

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Partnering Guidelines

Turn down those that sell “research” products directly to libraries or library users

Turn down those who are seeking to create a library-alternative

Seek partners that serve users we don’t reach directly -- e.g. small businesses & consumers

Seek partners that offer unique, non-library applications, where content is not the main focus

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Partnering Guidelines (cont’d)

Only provide select, publisher-approved, content.

Place clear restrictions on content use -- to protect library services and intellectual property rights.

Look to implement features that drive traffic back to libraries

Sign short-term contracts with easy termination

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Why Partner at All?

Commitment to publishers to broaden sales of their content -- keeps them in our programs.

We have good information for a wide range of people, some of which do not visit libraries.

Proceeds help fund our library programs.

Good revenue is good.

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Shares Gale’s commitment to editorial quality

Content from Gale: Small collection of consumer-oriented periodicals -- 385 titles, 2-year backfile

Purpose: Supplement web-search results with related articles.

Target user: Home consumer

High-use titles: PR Newswire, Variety, Travel Agent, Better Homes & Gardens, Motor Age, Off Road

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Content from Gale: Narrative biographies, company profiles and chronologies and a small collection of 250 periodicals

Products: Study guides (KnowledgeNotes) Knowledge Management tools

Target user: Students, Professors

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Closing Comments

Weeding out: Many of the newcomers have flawed business models and a lack of understanding of libraries and users. Many will fold.

Marketers Needed: The library community must actively promote the value they offer.

Evolve Products/Services: Providing integrated, contextual solutions Benchmarking against consumer websites Anywhere access User-level personalization Moving beyond content to Community

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EXTRA

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End User

Books & Magazines

General ReferenceInfo

News

Health Info

Job Search

Company/ Financial Info

Self-help

Etc.

Local Public LibraryLocal Public Library

Awareness: Med/HighConvenience: HighQuality: Low/Med

Awareness: Low/MedConvenience: Low/MedQuality: High

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Library Lecture Hall

DirectFrom

ContentSources

TargetedContent

Tools &Services

Distance Learning

Business Strategy 401

Distance learners are less reliant on the bricks-and-mortar library DistEd courses are coming prepackaged with the necessary content and tools Course-level content customization is increasingly required

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Today’s “Product Trap”

Media specialization: periodicals, newspapers, reference, documents... print, electronic, microfilm…

Electronic = replica of print/film predecessor Titles race Vendors benchmarking against each other “Consortia effect”

Result... Look-alike products, with little differentiation