Think global, act global – Why middle market companies should ...
Think Global
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Transcript of Think Global
Think Global
Luisa GagginiHead of Digital Products Development
Casalini Libri
Milan, Summer, July 5th 2012
Think global
1. Casalini at a snapshot
2. Acquisitions trends of Italian academic material in North America
3. Why and how think global
4. Italian publishers case studies
5. Conclusions
Casalini at a snapshot
1. Casalini at a snapshot
• Clients in 40 countries (USA, CAN, D, F, ES, I, CH, UK, PRC)
• Covering virtually 100% of academic sales in USA/CAN for Italian material (public libraries selectively)
• Supply of shelf-ready books (inclusive of cataloging)
• Sales by Approval Plan Profiles
• i libri Database catalogue of 1,3ml titles and digital objects • +20.000 Italian titles yearly• +20.000 Spanish and French titles
• Digital Library and Torrossa platform, 10.000 ebooks, 500 ejournals, 200.000 e-content items
1. Casalini sales by country, 2011
1. Some clients North America
1. Some clients Italy and Europe
1. Casalini Digital Library Profile and Torrossa mission
• Represent Italian academic publishing, aiming to cover Romance languages publications
• Serve particularly small and medium-sized publishers specialised in HSS
• Offer integrated access to ebooks and ejournals
• Access contents at a granular level
• Constant mediation between needs and expectations of both publishers and academic public
1. Publishers and contents in Torrossa
Publishers
Contents
1. Ebooks and ejournals by discipline
Ebooks
Ejournals
2. Acquisition trends in North America Print
Online and EDI ordering
Approval plan widely used
Just-in-time vs. Just-in-case
Reduction of material selectors and funding for ‘minor’ languages
Usage statistics contribute to acquisition criteria
Co-operative acquisitions
E-preferred, E-only
2. Acquisition trends in North America
2. Acquisition trends in North AmericaElectronic
Acquisition models for e-books in research and academic libraries:
PDA Patron-Driven-Acquisition : the user picks and choose, no filter from the library
DDA Demand-Driven-Acquisition : the users’ requests are sieved by the library before finalising the purchase
Yearly subscription license + individual purchase
Purchase vs. Licensing
Permanent access vs. subscription access
2. Acquisition trends in North AmericaSome feedback from academic institutions
Chicago approach (e-only)
Harvard (e-preferred, one copy only in all cases)
E-format has become a parameter for purchase (not only quality of content)
InterLibrary Loan for articles (no demand for ebooks)
Deliver contents to users’ wherever they are
Measure, compare, assess and refine
2. Acquisition trends of Italian material Sales by type of service-content - 2011
2. Acquisition trends of Italian material Academic E-content in North America
Maintain a readership in Italian language, keep up with the technology and service integration
Torrossa.it for institutions and TorrossaStore for consumers
Institutional sales prevailCollections subject-based or by type of content (ejournals or
ebooks)
- One-off purchase, purchase of yearly increases- Single ebook sales (up to publisher’s decision)- Ebooks and ejournals: current or backlist/backsets
- Demand: individual ebooks for newly published titles
1. Casalini Digital Library Profile and Torrossa integrated services
Editoria Italiana Online: 6700 ebooks and 196 ejournals+backsets
Edición Española Online: 840 Spanish ebooks
École Française de Rome: ebooks and ejournals
Leo S. Olschki, Collection 2000-2010: 1000 ebooks
Fabrizio Serra Editore: 119 ejournals
Franco Angeli Riviste Online: 91 ejournals
Biblioteca Italiana Zanichelli: 1000 ebooks
Pick and choose Collections from backlists
2. Electronic collections subscribers 2011 by country
2. Acquisition trends in North America E-content sales
•The niche
•Maintain and strenghthen your/our niche
•Offer an original contribution – find your added value
•Diffuse the information that you are on the market, alive and kicking
•Understand which are your readers, where they read, where they come to know of your new publications
•Be everywthere, as you don’t know which way your potential reader will reach you
•Do not drop prices down systematically
3. “Think global”- Our experience
3. “Think global” Print and Ebook pricing
Fonte: Ufficio studi AIE su dati e-Kitāb e Casalini libri
3. Why and how “Think global”
Good metadata
Be there, make your (potential) public find you and see your value
Libraries can be a good marketing channel – do your best to have something to offer them in e-content
Citations are done more easily if content is available online
Discovery services and link resolving tools (i.e. ExLibris Primo Central, ProQuest Summon, EbscoDS, OCLC DS, SerialSolutions, AtoZ, SFX etc..)
CLOCKSS and Portico repository, long-term preservation archives
3. Why and how “Think global”E-content sales to libraries
Value and Piracy
You want your readers be part of 'the community‘
You should drive your change, not undergo it
Small is better, agility will (probably) win
ANVUR activity (National Agency for the Evaluation of Academic Research Work) has contributed to a shift of paradigm
3. Why and how “Think global”E-content sales to libraries
Digital Rights Protection issue: be bold and experiment, is it DRM essential for ALL the titles in your catalogue? You might distribute some titles with different channels, with or without DRM and monitor feedback. Publisher’s catalogue is a goldmineOffer multiple access options and pricing, gather input from the market, and reassess your strategy
Non-English language publications need to be as much present as possible > Italian readership abroad is shrinking, we don't need to loose readers on the way
Libraries use metrics to decide what to buy Publishers can use metrics for deciding the price, especially in the transition from print to electronic
4. Italian and academic publications and readershipSome case studies
E-format and paper format: Continuity vs. discontinuityBundled salesPricing and economic models Access options
Sales by collections or by individual titles
What is fair pricingSustainability for the publisher, for the end consumer and the institution
In front of a demand for ebooks or ejournals, set a price and see the reaction
4. Italian and academic publications and readershipOlschki Ebooks CollectionsContent
Selection from the backlist 2000-2010, retrospective digitisation Single purchases availableChoice of subject-based collections or ‘complete’ collectionPick-and-choose option
Ebook Price 100% print price (average price for books: 40€)
60% discount if print titles already purchasedDocument use: copy/paste, print, downloadLicensing: permanent access
Dilemma: concurrent distribution of print and e-book or set an embargo a time for print sales?
4. Italian and academic publications and readershipFranco Angeli Online Journals Collections
Individual journal subscriptions
Current content only
No permanent access on individual titles
Document use: copy/paste, print, download
Access via Torrossa Platform
Pricing diversified for options of use
License
Full or Subject-based Collections
Backsets with one year embargo
Permanent access
Tailored packages available
Document use: copy/paste, print, download
Discounts if currents subscription
Access via Torrossa platform
License
4. Italian and academic publications and readershipFabrizio Serra Online Ejournals CollectionsIndividual journal subscriptions
Current content only Current Content + Backsets
Permanent access
Document use: copy/paste, print, download – No DRM
Access via Torrossa Platform or Publisher’s website
License
Full or Subject-based Collections
Current content only Current Content + Backsets
Permanent access
Tailored packages possible
Document use: copy/paste, print, download – No DRM
Access via Torrossa platform
License
Conclusion
So what are the conclusions..?
There is no magic formulaEach player in the publishing industry, be it a publisher, an agent, a distributor, a bookshop or a library, need to find its way, experiment, learn out of experience, apply, experiment again, learn again and, possibly, sell..