Publishers and online subscription models Kaufman-Wills Group, LLC Charleston Conference November 7, 2003

Overview Types of institutional subscription models  Examples of publishers using each model  Pros and cons from publisher perspective  Differences among commercial and non-profits Decision-making considerations  Financial  Sales and marketing  Customer service and fulfillment Future trends  Wellcome Trust scenarios  Author-led  Actual use

Types of subscription models Bundled print and online Unbundled  Bundled option  Online only  Print only (addl print) Tiered pricing  Concurrent use Number of seats Workstation (1 IP, user name/password)  Size of institution FTE Relevant FTE  Type of institution Carnegie Classification Academic, government, corporate Open access  Author/institutional paid  Society supported

Publisher examples Bundled print and online Unbundled Concurrent users Single simultaneous user, Or site license Size of institution Carnegie Type of institution Open access  Institutional membership/author paid  Society supported

Pros and cons: publisher perspective Bundled  Pros: Raise print price to cover online, maintains print, simple product pricing  Cons: Unresponsive to user needs, production costs for two formats Unbundled  Pros: User demand, opens door for usage based pricing, print can be add-on  Cons: More complicated pricing, threat to advertising, difficult transition Concurrent use  Pros: Can keep institution’s costs down, may equate to use  Cons: Not really tied to use, restricted access, difficult to administer Size of institution  Pros: Starts to equate to usage, revenues offset personal and inst subscriptions  Cons: FTEs v relevant FTEs argument; difficult to determine tier, implement Type of institution  Pros: Easier to identify than size, HighWire supported, “fit in with the pack”  Cons: Difficult to differentiate between tiers, hard to figure for inst outside of US Open access  Pros: Open to experimentation, pro-institution, may attract more papers  Cons: Unproven financial return, author hardship to pay?, low citation impact

Decision-making considerations Financial  Replace loss of subscriptions as individuals gain access through institutional site licenses  Replace loss of (multiple) print subscriptions as institutions purchase site-wide, desktop access Sales and marketing  Easier to market print plus online features than online and print as separate products  Separate pricing, editorial development needed for specialty gateways, title collections  Personal sales needed for top tier, multi-site, and consortial license negotiation and sales Customer service and fulfillment  No new systems required for bundled model  New fulfillment systems, customer service training needed for tiered models

Future trends Actual use… the beginnings or flashback to the past  To determine tiers: equating number of downloads for non-US institutions to equivalent downloads for US institutions American Physical Society BMJ (for 2005) Institution, author-led  Author repositories: DSpace initiative (MIT)  SPARC, University of California initiative Wellcome Trust scenarios 1. More of the same 2. Commercial withdrawal 3. Commercial publishers gain more control 4. Deposit libraries and open access become dominant

Alma J. Wills, Partner Cara S. Kaufman, Partner Kaufman-Wills Group, LLC 24 Aintree Road Baltimore, MD (ph) (fax) Selected clients  Am Acad Ped  Am Assoc Immunologists  Am Coll Cardiology  Am Coll Radiology  American Psychiatric Assoc  Am Soc Clin Oncology  ASPET  ASTRO  Intl Anesthesia Res Soc  NEJM  Proj Hope/Hlth Affairs Alma: former President, Periodicals Div, Williams & Wilkins Cara: former Publisher, Am Heart Assoc journals, The Lancet