future of ereading
Post on 12-Jan-2015
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eReading FuturesWhat do you think?
Monique Sherre7monique@boxcarmarke=ng.com
Why publish?
• To communicate. • Publishing supports a basic human desire to express ideas and stories.
• Publishing supports a basic human desire to receive ideas and stories.
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What Is a Book? Magazine?
• Reading experience
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What Makes the Reading Experience of a Magazine Different From a Book, Website,
Collec=on of Wri7en Content?
• Anything? • The a7ributes that define a magazine are simply different in
terms of user experience.
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Is Paper an Essen=al Characteris=c?
• Physical appearance should not be confused with user experience.
• Separa=on of content from form (or content from container)
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7 Core Essen=als
Magazines are:1. Linear2. Finite3. Periodic4. Cohesive5. Portable6. Textual7. Collec=ble
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6+1 Bonus
#1 Linear
•Designed to be read front to back: covers, table of contents, series of ar=cles.
•Not meant to be read in en=rety. Avg =me spent with avg issue of a magazine = 1 hour.
• Not a website: hundreds of ar=cles, arranged with taxonomies and hyperlinks. Not linear!
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#2 Finite
• As are books, movies, but not websites. Website has no beginning or end. You can never finish. • Magazines offer closure. I read the Feb issue of Vanity Fair = I’m done with that.
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#3 Periodic• Weekly, monthly, quarterly
• Delivery based on how oeen the user wants to consume content, how oeen the content is needed and changing
• If you’re a kni7er and ideally do 6 new projects a year, a knigng magazine delivered 6x a year is ideal.
• BUT in print, produc=on is oeen guided by a print process. Time to print on paper, postal service, costs.
• Print to digital requires a mental shie – what is the organic frequency of the magazine vs. the economic frequency imposed by physical prin=ng cycles?
• Maybe I want Vanity Fair every Friday aeernoon instead of monthly. 50 pages instead of 300? Then maybe you capture my a7en=on for an hour a week instead of an hour a month?
• What does that mean in terms of editorial? Adver=sing? Customer sa=sfac=on? Subscrip=on reten=on rates?
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#4 Cohesive
•Appealing because they are edited, curated•Not an isolated collec=on of ar=cles but rather a connected, cohesive series of content
• Frequently introduced by a Le7er from the Editor that provides context for the issue
•Greater than the sum of its parts.
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#5 Portable
• You can fully experience the magazine at home, in the coffee shop, on the bus
• Tablets do not diminish that experience
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#6 Textual
• Editorial content, the art of storytelling, the ability to write engaging paragraphs of text: this is not going away
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#7 Collec=ble
• There are households with every issue of Na=onal Geographic or Reader’s Digest
•Will this con=nue?
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What do Readers of the Future Expect?
• Content is available to them everywhere: desktop, laptop, tablet, smartphone, and in synch
• Content is searchable: in print, content could only be searched in a linear manner whereas databases allow for search by keyword, category, bookmark, etc.
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Any good models for the digital magazine experience?
Will publishers have two websites?
Subscrip=on-‐based magazine site (linear, one-‐hour month experience)• Enable users to buy and download individual issues or 12-‐month subscrip=on• Powers digital issues viewable on iPad, tablet, etc. • Searchable archive of editorial content that appears in the magazine• Subset of the reference site
Subscrip=on-‐based online database (reference site)• Different beast• Shorter engagement =mes• One-‐off ar=cle reading
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How do you mone=ze a currently free digital magazine archive?
1. Brand Building• Magazines issues are more impressive than HTML web pages. • Print is s=ll associated with higher quality, curated content than online.• Put up the archives as sellable content.
2. Traffic Genera=on• Best digital magazine soeware generates pages with unique URLs that can be indexed by
search.• If content is shareable, it is discoverable. • If content is shareable, you can make it findable by crea=ng blog posts that reference and
link to back issue content.• Back-‐issue-‐generated traffic can produce traffic to current content
3. Lead Genera=on• Even if you keep the back issues free, digital magazines provide a reason for new users to
visit your site, register for email newsle7ers, download content. These are opportuni=es to gain subscribers
4. Retail Visibility• Even if you distribute them freely through Apple, Amazon, Zinio, the visibility in these
channels can lead to new customers discovering the magazine
•
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By the Numbers2011 MPA Survey (magazines.org) “The Mobile Magazine Reader: A Custom Study of Magazine App Users”
• 58% of those surveyed said they typically found magazine apps through the Apple iTunes store or another electronic magazine newsstand.
• 63% reported visi=ng a magazine’s website aTer viewing some form of its electronic magazine content.
• 55% read both current and back issues than only reading current issues.
• 48% are “reading fewer copies of printed magazines.”
• 77% of respondents want to know the real cost of a digital magazine app up front, without any confusion in the message.
• 73% “somewhat agree” or “strongly agree” to paying a fixed amount to access the digital magazine content on any plaXorm or device they choose.
• 70% of users would like the opportunity to purchase products directly from digital magazine ar=cles.
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Best Angles of Approach?
• Transform the best stuff for digital delivery
• Build websites designed to a7ract your target audience
• Build websites that empower direct to consumer sales
• Build consumer databases
• Build rela=onships with Amazon, Apple, and every other digital media retailer who makes a significant contribu=on to selling digital books and periodicals
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Resources to Review
• h7p://www.magazine.org/• h7p://zinio.com• h7p://issuu.com/• h7ps://developer.apple.com/devcenter/ios/newsstand/
• Amazon: Kindle Newsstand
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Break
• Lab on Tues: bring laptops. • Sign up for Pressbooks.com
h7p://pressbooks.com/wp-‐signup.php• Download and install Sigil
h7p://code.google.com/p/sigil/
Copyright & DRMDigital Rights Management
• Anything that controls access to copyrighted material using technological means.
• Technology that controls what the buyer can do with the digital media: share a song, read an ebook on another device, copy a DVD
• aka Digital Restric-ons Management
• Takes the possibili=es of digital technology and micromanages usage op=ons
Piracy
• File sharing on peer-‐to-‐peer networks
• DRM seeks to limit distribu=on of copyright materials via these networks
Free Content
• Paid content that the customer is able to read, use, share without limits of filetype or device respec=ng the spirit of copyright.
• Free as in libre, not free as in gra-s22
The Holy Trinity of DRM
1. Establish copyright for a piece of content2. Manage the distribu=on of that content3. Control what the consumer can do with that
content once it’s been distributed
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User/Creator, Content, Usage Rights
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Pros? Cons? Approaches?
• Pro: Tool meant to protect copyright and revenues for publishers and authors
• Pro: Meant to protect consumers from poor quality products, low produc=on values, risks to hardware
• Con: Physical purchases can be lent, shared, parted with, and consumed whenever, wherever and however oeen
• Con: Makes it more difficult to buy, consume (plaworm exclusivity, i.e., Kindle book only on Kindle)
Where there are locks there are thieves.DRM-‐arms race.
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Prep for Wed/ThursContent: 15 min presenta=on
• Scope and requirements that came out of the kick-‐off mee7ng (remind us of where we came from)
• Walkthrough the Informa7on Architecture (get us all on the same page—naviga7on decisions, intended func7onality)
• Hand off to Design
Design: 30 min presenta=on
• Present the basis of your brand guidelines (broad strokes—tone, decisions made on logo refresh, colours, how it supports what you understand about the audience and brand)
• Walkthrough the design comps
Tech: 15 min presenta=on
• Outline the technical scope and requirements you iden7fied from the kick-‐off mee7ng
• Brief outline the suggested solu7on (not too technical: db exports xml (file format readable by other db), wp imports xml; Wordpress—why seems like best op7on, what tech requirements it addresses)
• Demo your progress (in par7cular, edit an author profile, show how easy it is to use the wysiwyg editor)
• Conclude with next steps (Take Alan/David feedback into considera7on, build what we can—manage expecta7ons here, ok to set up social media accounts)
All Groups: Update your docs
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