It’s all about merchandising Dr. David G. Durand Tizra Inc.

Confidential, Tizra Inc. Overview  General crankiness  The world as I see it  Some things for publishers to do  A word from my sponsor

Confidential, Tizra Inc. Speed and Flexibility

Confidential, Tizra Inc. Speed And Flexibility In Publishing

Confidential, Tizra Inc. Why the fear?

Confidential, Tizra Inc. Danger  Cannibals  Pirates  Giants  Relevance  Value  Cultural Revolution Apocalypse

Confidential, Tizra Inc. I Start with Books

Confidential, Tizra Inc. What do people do online?  Everything!  Reference  Task Completion  Discovery  Media shift

Confidential, Tizra Inc. Sales doesn’t have to be tacky

Confidential, Tizra Inc. Utility is a two-way street  What can you measure?  Can you identify your readers?  Can you tell what they read?  Can you deliver everything they might need?

Confidential, Tizra Inc. Experiment or die!  Give them what they want!  Based on what they do  Who they are  What they want to pay

Confidential, Tizra Inc. What is the experiment?  How to get money from online products  Not if online products can make money  Revenue is the metric

Confidential, Tizra Inc. It’s about Merchandising… and packaging  DON’T  compete with Google in piling stuff up!  DO  Compete with them in offering products  Compete with them in offering deals  Co-market to make bigger products  Use them to find customers  Pay attention to the data  Take control, and then relinquish it!

Confidential, Tizra Inc. Publisher Brands  Publishers have no brands  Kluwer  Reed-Elsevier  McGraw-Hill  Publishers have strong brands  O’Reilly  Yellow Books  Association for Computing Machinery  Actually most publishers have many brands  Series  Subject areas

Confidential, Tizra Inc. Ideas  Ad-supported content  Individual subscriptions to content  Institutional subscriptions  Search engine exposure  Chapters and chunks  Multi-packs  Subject collections  Distinctive sub-brands  Coupon Codes  Free samples  Statistics  Downloads  Page-limited access  Print/Online bundles  Affiliate networks  Cross-selling with competitors  Reader re-packaging

Confidential, Tizra Inc. The Tizra Engine The 5-minute site

Confidential, Tizra Inc. Tizra Engine Manage product, your table of contents

Confidential, Tizra Inc. END