ASIDIC Spring 2007 Keynote Joe Wikert Vice President & Executive Publisher John Wiley & Sons, Inc Publishing 2020 Blog

The Quest(ion) “How are major publishers and aggregators moving from being licensors to solution providers spanning media and enterprise markets?”

My Point of View A technology guy who finds himself in publishing A technology guy who finds himself in publishing Involved in all aspects of book publishing for 20+ years Involved in all aspects of book publishing for 20+ years Mergers and acquisitions Mergers and acquisitions A frustrated agent of change… A frustrated agent of change… Publishing 2020 Blog Publishing 2020 Blog jwikert.typepad.com jwikert.typepad.com

Why Do I Blog?

DISCLAIMER!

3 Popular Publishing Myths 1. Print is dead 2. The copyright model is obsolete 3. “Publishers” will have less relevance and value in the future

The Role of Community Note that all types of content publishing could be done by “the community” and not a traditional, for-profit publisher Note that all types of content publishing could be done by “the community” and not a traditional, for-profit publisher Exhibit A: Wikipedia Exhibit A: Wikipedia Reality: The future holds a mix of both Reality: The future holds a mix of both Exhibit B: The software world Exhibit B: The software world Authors must weigh pros and cons of both models Authors must weigh pros and cons of both models

Critical Publisher Questions In order to succeed in the future, publishers need to develop answers to these three questions: In order to succeed in the future, publishers need to develop answers to these three questions: 1. What’s your “Google solution”? 2. How are you evolving beyond yesterday’s simple bookstore transaction, for example? 3. And perhaps most importantly, how are you fostering development of and contributing to the overall community ecosystem?

An Example to Contrast Yesterday vs. Tomorrow’s Possibilities…

Yesterday’s Box Score

Today’s Dynamic Box Score

How Does This Relate to Publishing?! Content Layering Content Layering Obviously a perfect fit for reference material Obviously a perfect fit for reference material Offers a great approach to tutorial approach too Offers a great approach to tutorial approach too Requires a totally new way to look at how content is written, edited and tagged/indexed Requires a totally new way to look at how content is written, edited and tagged/indexed

The Six Rules for Becoming a Solution Provider

Rule #1 Publishers need to overhaul their content acquisition and development processes. Publishers need to overhaul their content acquisition and development processes. Nothing should be considered sacred Nothing should be considered sacred Look to the finished product, not the steps in between Look to the finished product, not the steps in between Components, components, components Components, components, components Fight “The Innovator’s Dilemma” Fight “The Innovator’s Dilemma”

Rule #2 Publishers need to focus on their existing brands and building/acquiring new brands for the future. Publishers need to focus on their existing brands and building/acquiring new brands for the future. Real brands that truly resonate with customers transcend presentation platforms. Real brands that truly resonate with customers transcend presentation platforms.

Rule #3 Publishers need to extend and embrace the community! Publishers need to extend and embrace the community! It’s not going away, so don’t try to run from community-based alternatives It’s not going away, so don’t try to run from community-based alternatives Keep an eye on Pearson’s “We Are Smarter Than Me” initiative Keep an eye on Pearson’s “We Are Smarter Than Me” initiative

“We Are Smarter Than Me” Sponsored by:

Rule #4 Publishers need to focus on attracting only those authors with strong audience platforms. Publishers need to focus on attracting only those authors with strong audience platforms. But why does an author with a large audience platform even need a publisher?! But why does an author with a large audience platform even need a publisher?! Publishers need to serve as an aggregator to build a “federation of networks” with their authors Publishers need to serve as an aggregator to build a “federation of networks” with their authors

Rule #5 Publishers need to show their commitment to offering content on all presentation platforms. Publishers need to show their commitment to offering content on all presentation platforms. Print, online subscription, online piecemeal, RSS, etc. Print, online subscription, online piecemeal, RSS, etc. Direct to consumer/enterprise customer and via aggregators Direct to consumer/enterprise customer and via aggregators Rule 5.a: Publishers must also enable and encourage content mashups Rule 5.a: Publishers must also enable and encourage content mashups

Rule #6 Publishers need to become more comfortable and aggressive in introducing and leveraging advertising into the revenue model. Publishers need to become more comfortable and aggressive in introducing and leveraging advertising into the revenue model. Publisher’s inflated value of content Publisher’s inflated value of content Creating yet another revenue share opportunity with authors Creating yet another revenue share opportunity with authors

Tying It All Together In summary, it’s all about: In summary, it’s all about: Rule #1: The freedom and wisdom to change the model Rule #1: The freedom and wisdom to change the model Rule #2: Focus relentlessly on brands Rule #2: Focus relentlessly on brands Rule #3: Embrace the community Rule #3: Embrace the community Rule #4: Seek authors with huge audience platforms Rule #4: Seek authors with huge audience platforms Rule #5: Be committed to all viable presentation platforms Rule #5: Be committed to all viable presentation platforms Rule #6: Leverage advertising Rule #6: Leverage advertising

Valuable Resources Blogs Blogs ContentBlogger ContentBlogger MediaShift MediaShift O’Reilly Radar O’Reilly Radar PaidContent PaidContent Publishing 2.0 Publishing 2.0 Read/WriteWeb Read/WriteWeb Books The Innovator’s Dilemma, by Clayton Christensen Free Culture: The Nature and Future of Creativity, by Lawrence Lessig Wikinomics, by Don Tapscott and Anthony D. Williams

Questions? (Be sure to take part in the related community discussions that take place on my “Publishing 2020 Blog” at: jwikert.typepad.com)