Dec
13
I wish I had done that …
Filed Under Blog, eBook, Education, Industry Analysis, internet, Publishing, Reed Elsevier, Search, STM, Thomson, Uncategorized, Workflow | Leave a Comment
Now , strategy is simple , execution is the real difficulty . Having written strategy for my friends in the industry for the past 25 years , I know the truth of that . And if we are going to deal in truth for a change , I was a dab hand at strategy as a digital law publisher , but found turning those elegant bullet points into service values and USPs that people would pay for a far more difficult game .
So here is a chance to salute a master this week , and at the same time acknowledge another truth : to be a maestro you need an orchestra , and it is very difficult to execute anything in a place which is not receptive to change . So it is a good job that Dr Timo Hannay works at Macmillan , where they have produced a management that welcomes change , and a trading atmosphere that concentrates on the essentials while coping with customers forever on the move and shifting their priorities . The strength of this mix is shown in last weeks announcement of the long-awaited Digital Science Ltd , which solves two problems in one : ” How does Macmillan/Nature punch above its weight in a market of larger players like Elsevier, Wiley and Springer ? ” and ” How do we find a suitable role for our chief technology change agent and strategy inventor given that his Nature inventions must now be given time to shake down and mature ? ”
In another age that second question would have been disallowed . At length we are beginning to realize in the industry formerly known as publishing , that talent is scarce and must be nurtured . And the first qusetion would have been answered by lateral growth : publish more things in more subjects . Fortunatly , the networked publishing world widens the options , and a content provider can now relocate himself to another place in the value chain and compete with his more traditionally minded competitors in a wholly different way . Digital Science seems to me to be a prime example of this strategy on the move . There are limits to how much can be cloned under the Nature brand . This is already a broad-based journal publishing brand now erupting into education and into collateral ebook developments . The time of rapid service experimentation is over , and the bits that work identified and in process of being iterated ( see Nature Networks and its recent announcements ). There is clearly recognition that growth from this base is ongoing but structurally finite : any ordinary publisher at this point would make an expensive acquisition , fire half of the new staff and spend five years cutting costs while finding out which things worked and scrapping the rest .
Not the Macmillan way , at present . The option taken has been to re-concentrate on the working processes of the researcher . Not ” how can we sell him more articles ? ” but ” how can we help him to organize himself more productively , make better decisions over the content he uses from all sources , and , possibly , stay within ethical and academic guidelines for what constitutes good research ? ” In other words , Digital Science is an elegant workflow play in the making .
This sounds like a delightfully easy strategy piece to write : I may have written it myself several times in the past few years . Move up the value chain to a point in the workflow where you can provide process tools and support . Then develop said tools and become the integrated point of analysis for all content – your own , third party , and user-derived . Here you get growth , greater knowledge of changing customer behaviours and a locked-in market that finds it hard to leave the bar once it has bought the first drink .
But the power lies in the execution , not in the strategy . So Timo and his colleagues have beaten the bushes for tools and environments that users /researchers really respond to , and coupled them up as acquisitions to create not a 1+1=1.5 scenario , but instead a 1=1=1=4 configuration . There is chemistry in everything in science , so SureChem , a specialized text mining application ( and also a patents search engine ) was a natural building block . Macmillan bought it last year for Digital Science . Then add an equity stake in BioData Ltd , a lab management outfit designed to be a network-based answer that avoids the complexities of an Oracle enterprize solution . Bring to the boil with Symplectic , , a toolset to improve researcher productivity by tracking the writing and recording of findings to publication .As institutional repositories continue to grow , and academics and their administrators need to track versioning , control deposits and manage bibliometrics for research assessment and other exercises , this becomes more and more central .
All of this sounds like a Life Sciences concentration , and of course that would reflect Macmillan’s other interests as well as one of the fastest growth points in the sector . Symplectic will link to grants applications and proposal development , which completes another wing of the workflow . No doubt ( an old hobby horse of mine ) they will also look at the electronic lab manual as a point of synthesis for individual researchers , as well as a way of demonstarting due diligence and regulatory compliance .
And of course , it is not that these attributes do not exist elsewhere . Thomson Reuters have a strong holding of productivity tools for writing , linked to Web of Science . Elsevier have strength of a different kind in science search and in abstracting and indexing services . What Digital Science appears to want to do is integrate its attributes on the research workbench and then go and get the rest of the requirements and integrate them as well . This strategy has taken a year to execute and now ( December 7 ) announce . It represents a new growth point and a pointer to where , after content , the competitive pressures will be felt . Really , I wish I had done that …
Nov
7
Debutantes Still Dancing
Filed Under B2B, Blog, Cengage, eBook, Education, Industry Analysis, internet, mobile content, Publishing, Uncategorized, Workflow | 1 Comment
Last year I blogged at this time from the MarkLogic Digital Publishing Summit in New York under the heading – the event is held in the splendid Grand Ballroom of the Plaza Hotel, scene of so many magic 1930s social moments – “Where debutantes danced”. They very kindly invited me back this year, and I can report that the atmosphere was just the same, and that amongst the host of senior executives, marketeers, designers and architects that made up the 600 registrations for this event, the widespread representation that MarkLogic has in the industry was complemented by some really interesting new players still young to all of this. The debutantes are still dancing.
Chris Anderson led off the first waltz, but he was not there to tell us that the web is dead. In some ways I would have preferred him to be in that mode, since I think some challenging arguments about how we use the internet, and may in the future use mobile networks, arise from this. Instead, he wanted to review his own experiences with Wired and its recent device developments. And there is no doubt that Wired has done beautiful things, or that it has a future in the iPad world. Yet I always pause when I hear anyone (even Chris) re-assuring me that the whole design, as it was in paper, goes into the digital world as one. I think that the day is not far hence when Wired will publish by the article, leaving subscribers to pick the articles they want on publication, and allowing each subscription to download a certain number per annum. Build your own Wired around a custom view and then let some advertizers sponsor a free download may yet be the way forward. But you can do nothing without the metadata to allow you to automatically associate content with interests, and the theme of the day was already emerging here: value in terms of content is not now only (or at all) about proprietory content, but it is all about metadata and mark-up, and the ability to make content face many directions at once on the networks.
From a waltz to a crazy polka: Dave Kellogg’s annual storming of the walls of industry ignorance and isolationism is a pure delight. He is as persuasive on a platform as in his blog, but here he was preaching to the converted. There is now a genuine sense of having moved the media industry dial along a notch. Even if the newspaper and magazine businesses still face real problems, and some book publishers don’t get it, a huge proportion of industry revenues now lie in the services and solutions area, and entertainment itself can increasingly be seen in that light. But Dave’s strength as philosopher – in – ordinary to the data using classes were at their best when he emphasized the issues surrounding ambiguity (all Twain lovers rejoice at the quote which rectifies Rumsfeld and points out that the most dangerous knowledge is “what you know that ain’t so”. And above all, Dave takes us back to the central importance of getting our data right – the revenge of the nerds – before we move to higher levels of re-invention. Starting again in a fresh attempt to understand the different needs of a network customer, it seemed to me as I listened to him, is the real therapy media needs.
This session and the others can be accesses on the MarkLogic website. In the afternoon I had the pleasure of speaking to this audience, and then moderating a panel of such quality that moderation was reduced to trying to get a word in edgewise from time to time to ask a slanted question of my own. Maureen McMahon of Kaplan, Ken Brooks of Cengage, Steve Kotrch of Simon and Schuster and David Aldea of McGraw Hill quite splendidly represented progressive publishing in all its many forms, but these were not starry-eyed idealists, but real publishing operators chasing margin improvement and better customer satisfaction.
At one point I found myself re-emphasizing my conviction that learning processes are all about workflow, and moving content from the static and passive usage to active engagement in the networked life of users became somwhat a theme of the session. Since every conference has a “learning moment” too, then I will share one of mine around the theme of education as workflow. I learnt that there are 5 million students using online courses in the US , and that 25% of all US students take a course online at some point. Then connect that with another stated assertion: US students send 6 texts per hour and average 3339 texts per month. By the time drinks arrived in the Plaza’s wonderful Oak Room (no, 4.30 pm is not too early after a day like this!), I was convinced of one more thing: even if students and parents and educators say they want it they are fibbing: the Humpty Dumpty of the educational textbook cannot be put back together again.
If you set up a conference about re-invention in digital marketplces then it never fades – it just re-iterates through processes of transformation! (http://kellblog.com/).
A copy of David’s slides are available on the download page – https://www.davidworlock.com/downloads/
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