The Online Development Continuum: How did my print journals become someone else’s online services and how can I market them now? Presented by Cara S. Kaufman CSK Communications, LLC Direct Marketing Association of Washington Washington Convention Center, 12 July 2000, 1:15 pm - 2:15 pm

Welcome n Please take a moment now, using the index card in front of you, to let me know what you most hope to get from today’s session. For example: Areas you want covered Information you might want A particular problem you hope that I address Questions you have Thank you!

or The Online Development Continuum Online development n Publishing your print product online n Taking advantage of online features and functionality for your product n Managing the divergence of print and online: from products to information services n Realizing the power of the web: partnerships and community Marketing stages n Print and online co- marketing opportunities n The power of the registered user n When customer preferences create customized content n Mission marketing: when spreading the word is your only mission

Publishing your print product online n Driving fear of being late to market Playing catch-up, rampant imitation Experimentation, business rationale n Few change agents, visionaries Top down or bottom up Resistance n Stair step approach to online content Catalog copy->table of contents-> abstracts->selected content->complete content Browse, simple search

Publishing your print product online continued... n Production focus SGML and/or PDFs Reliance on vendors, process stress Online published simultaneously with print n Business model Almost none--free access, “trial” Reliance on print for 3 of 4 Ps (product, promotion, and price) Focus on costs not revenues Print and online P&Ls combined (single line item for tagging, no recognition of increased overheads)

Print and online co- marketing opportunities n Build awareness n URLs –Corporate vs product n Market research –Traffic reports –Features desired surveys n Sell print online –Subscription button –Customer service info n Sell online in print –Catalogs –Direct mail –Advertising –Meetings –Journal Cover Table of contents Filler ads Editorials –Customer service messages

Taking advantage of online features and functionality for your product n Complete print content n Expanded, fielded search n SGML and PDFs n Listservs n online ordering n Bundled subscription model n Contract negotiation

The power of the registered user n What’s the online circulation? –Hits –Distinct hosts –Page views –Most visited pages –Directional URLs n Who’s the online user? –Registration –Opt- n Demographics for advertising n Nonsubscriber users –Professional –Lay public n Individual and institutional users –Little distinction made in 4Ps –Separate sites, same content

Managing the divergence of print and online: from products to services n Technical and editorial converge n Online-only content –Save print pages; backlog –Web-enabled content –Online archive management –Expanded editorial role n Publish online ahead of print –Indexing –Copyright

Managing the divergence of print and online: from products to information services continued... n Customer-driven features Reference linking Cross-journal search and retrieval E-Alerts Discussion forums Back issues Expanded links n Shift in focus from costs to revenue Long-term business models Advertising revenue Subscription rate increases Pay-per-view Online-only subscriptions

When customer preferences create customized content n Print and online products diverge –Branding collections of online sites –Challenge of promoting differences –Separate marketing budget n Changing pricing models –Bundled –Online only –Pay-go, debit n Access controls –Password –IP address –License n Individual vs institutional –Cannibalization of individual print subscribers –Library budgets –Content value

Realizing the power of the web: partnerships and community n Editorial and Marketing converge n Marketing, permissions, and licensing converge n Long-term strategic view –Portals, destination sites, licensing Own content? OR Manage distribution? OR Owning your customer’s preferences E-commerce –Corporate infrastructure –Merger and acquisition activities

Mission marketing: when spreading the word is your only mission n Role of marketing –Expanding, changing –Licensing vs direct n Promoting to the “concentric circles” –Members, subscribers, professionals, lay public –“First-tier” customers n Customer focus –Database approach –Self-service –Mass customization “the learning relationship” n –Set strategy –Focus on end customer Distinguish from channel partners –Redesign customer- facing business processes –Wire your company –Foster customer loyalty

n What’s next...

Selected Resources n n n n

CSK Communications, LLC Cara S. Kaufman, Principal 24 Aintree Road, Baltimore, MD (phone), (fax) Experience n 20 years in medical publishing n 6+ years in internet business development n 10 years with Lippincott Williams & Wilkins n Publisher of several prestigious journals including –The Lancet, American Heart Association journals –Other major society and proprietary publications n Significant acquisitions and development experience n Experienced, reliable, trusted Services n Full-service consulting –Strategic planning –Online business development –Marketing and market research –Communications n Examples of services provided –Publication start-ups –Online revenue models –Competitive analyses –Focus groups and surveys –Meeting facilitation –Proposals, plans, presentations –Marketing strategy and implementation