Interactive Publishing

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Interactive Publishing

• Kristen Fisher Ratan
• HighWire Press

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Moving Publishing Past the Page

• Focus on individual readers
• Using your site as a dynamic editorial and
  marketing tool
• Presenting users with choices that make sense to
  them during their natural workflow
• Deciding what currencies are important
• Cash
• Usage
• Citations
• Registrations
• Membership
• Other

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Strategic Level Identify Goals

• Attracting new readers
• Increasing usage for current subscribers
• Converting anonymous users to registered users
• Creating new monetization opportunities
• Building up membership
• Adding new advantages for subscribers, members
• Targeting pages and advertising
• Increasing submissions, other user-generated
  content

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Tactical Level Pick Your Weapons

• Recommendation systems
• Merging user data and tracking anonymous users
• Targeting to user groups
• Behavioral targeting
• Intelligent choices appearing automatically
• Display and delivery dynamically changing
• Follow-through and analytics

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Warning! The following examples are completely
fictitious. Any similarity to existing or
planned campaigns is coincidental, lucky or just
plain spooky.
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Increasing usage for current subscribers
Goal 1

• JAMA and the Archives
• Repurpose content
• Mix and match content in new ways
• Create campaigns around new collections
• Attract new and repeat readers within your
  subscribing institutions
• Disseminate in new ways
• Track usage of new collections and downloads of
  widgets

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Contents RESEARCH ARTICLES Is Exposure to Sick
or Dead Poultry Associated With Flulike
Illness? Outbreaks of Avian Influenza A (H5N1)
in Asia Update Isolation of Avian Influenza
A(H5N1) Viruses From Humans
MEDICAL NEWS PERSPECTIVES Drug, Vaccine
Research Target Avian Flu BOOK AND MEDIA
REVIEWS Bird Flu A Virus of Our Own Hatching
Avian Flus Lethality MULTIMEDIA Avian Flu
Update from Russ Lopez More?
LEARN MORE Sign up for RSS/alerts On Avian Flu
NOW!
Find out How to Subscribe To The Avian
Flu Collection
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Widgets Marketing and Dissemination Tools
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Scholarly Widgets
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Where Widgets Can Be Found
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Using Widgets and Ads
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Monetizing Existing Content
Goal 2

• Proceedings of the National Academy of Sciences
• Identify those coming from outside current
  subscribing institutions
• Display purchasing options that fit with users
  needs
• Track effectiveness of new offers

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Relevant Offer Placement
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Related Articles 1.------------------------------
------------ 2. ----------------------------------
------- 3. ---------------------------------------
-- 4. ----------------------------------------- 5.
----------------------------------------- Purchas
e all 5 now for 50 off
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What We Can Know About Users
From a subscribing institution
An individual subscriber
A member
Content viewed
A registered user
Google search terms
On site searches
PPV purchaser
Favorite features
Where they came from
Geographical location
Alerts signed up for
Path through site
IP address
Operating system
Marketing history
Browser
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Targeting Pages and Ads
Goal 3

• Cold Spring Harbor Laboratory Press
• Pages dynamically change according to who is
  viewing them
• Users interested in different topics see
  different ads
• Users from different geographic regions see
  offers in their own language
• Learn what has worked and what hasnt and adjust
  future campaigns

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protein characterization
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Building on What We Know
Your Google Search of protein characterization
will return 2665 results on this site
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click
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Key Requirements

• Shift in publisher resources towards digital
  strategists, joint marketing and online editorial
  efforts
• Ability to act quickly
• Experimentation at low risk
• Analytics to learn what works and what doesnt
• Adjusting strategy and tactics regularly

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Thank You!