1. The Publishing Continuum Lauren Fogel VP, Director, Media Development Pearson Science San Francisco, CA 15 September 2010

2. Market Drivers  Price resistance  Economic/cost challenges for students (and institutions in academia)  People expect a digital environment –In higher ed course redesign is a powerful motivator for professors and institutions –Students and professors have high standards based on their current internet use –Technology offers great educational opportunities  Sourcing alternatives/changes to distribution  Influence of major players (Amazon, Microsoft, Apple, Google) on how people access content and on hw/sw ecosystem  Devices: mobile, eReaders, iPad

3. Technology strategy  Personalization  Data and analytics  Ease of use  Support the emerging multi-device ecosystem  Driving better results: improving student performance, instructional effectiveness, and institutional productivity  Balancing demands for scale/high performance with innovation and speed on emerging opportunities

4. Internet Use  Expanding internet usage impacts growth –Internet use over timeInternet use over time –FacebookFacebook  Extensive revenue growth –FT Group profits jumped from £14 to £30 million, and digital subscriptions increased 27 percent to 149,000 and 250,000 people downloaded the iPad app –In July Amazon announced that sales of ebooks on its US site had outnumbered hardbacks for the first time

5. Social Media Networking  Most publishers are trying to figure out how to make social media work for them –Pearson's social media index pagePearson's social media index page –Penguin focuses on teensPenguin focuses on teens –MyMathLab Instructor ExchangeMyMathLab Instructor Exchange –Choosing HealthChoosing Health –Financial Times FT Blogs Mobile

6. Case Study - A Science Textbook Package  The beautiful textbook you expect PLUS –Online tutorial and assessment program for students and instructors (MasteringBiology)MasteringBiology) –Strong animation program, simulations where appropriate –eBook –Study Guide/Solutions Manual

7. Case Study - A Science Textbook Package  Substantial instructor support –Instructor Resource DVD (and online) includes art, PPT lecture outlines, animations, electronic test bank, solutions manual –Print test bank (some markets moving away from printing) –Instructor’s Manual/Solutions Manual –All of these assets on hard media as well as online

8. Case Study - A Science Textbook Package  What has gone away? –Acetates (replaced by JPGS) –Ubiquitous printed supplements (reduced in number and/or put on IRDVD) –So, not much!

9. How do we move forward?  Meet customers where they are and then move them forward –Move customers along the technology continuum –Address their individual skill set and improve it –Address technology available at the institution –Offer lots of opportunities for training  Develop online products that address customers’ key goals in ways that print products can’t –Efficicacy studies –Content that takes advantage of the medium  Evaluate and revise the production workflow –Repurpose book content for digital products where it makes sense –Adapt workflows on print supplements to provide digital and print products simultaneously

10. Welcome to the “post-PC era” “the mobile era is about low power devices, touch interfaces and open web standards”

11. Steve Jobs Timeline Pre-Apple/1977The Mac/1984NeXT Computer/1988

12. Steve Jobs Timeline Return to Apple/1996The iPod/2001The iPhone/2007

13. The Mobile Web

14. Mobile Initiatives  Bring content to your user however they want to receive it –Financial TimesFinancial Times –Penguin ebooksPenguin ebooks –Penguin iPad productsPenguin iPad products –eBooks in higher educationeBooks in higher education  Develop a mobile stylesheet Develop a mobile stylesheet –What makes sense to offer on mobile?

15. Conclusions?  Research constantly –How are your customers changing? –How can you use technology to improve your customers’ lives? And save your company money/drive revenue –What is going to make a difference - what will they buy?  Prototype and market test –Experiment and get feedback!  Be flexible and open to new ideas

16. Q&A Questions ?