The Business of Digital Publishing An Introduction to the Digital Book and Journal Industries 2nd Edition by Frania Hall ISBN 9780429751622 0429751621

Part I Technology context for digital publishing

Introduction to Part I

1 Developments towards digital production

Introduction

Developments towards digital publishing

Typesetting

Word processing

Desktop publishing systems

Database

Technological developments towards digital printing

Changing business models due to print on demand

Changing production processes and workflow

One input many outputs

Savings in cost and time

The warehouse and digital printing

Data warehouses and data asset management systems

Conclusion: changing publishing structures

2 Structure for data

Introduction

Tagging, mark-up and the growth of XML

Imposing a format

XML-first workflow

Accessible formats

Metadata: data about data

Document object identifiers

Metadata for searching

Metadata and marketing

Metadata and consumer insight

Case study: The importance of metadata for discoverability

Taxonomies and schemas: organising metadata

RDF: dealing with different types of data

Topic maps

Other key developments and frameworks for structured data

Managing rights and digital rights management

Conclusion: continuing advances

3 Working with the web and other technology developments

Introduction

The web and HTML

HTML5

Web 2.0 and social networking

Web developments, artificial intelligence (AI) and blockchain

Conclusion: the more flexible web

4 Organising content and the digital development process

Introduction

Information architecture

The development process

User experience design (UX design)

Content management

Some considerations for CMS

Enterprise content management or intelligent information management

Knowledge management and storage issues

Storage and software as a service

Conclusion: CMS development driving opportunities

5 The context for ebook formats, e-readers and digital products

Introduction

The development of ebook formats

The development of e-readers

Initial ebook pricing dilemmas – wholesale vs. agency

Smartphones, tablets and new readerships

Tablets

Mobile-first – the content ecosystem

Digital formats and digital tools for publishing

Apps

Reflowable and fixed layout EPUB

iBooks

Open-source approaches to e-reading as alternatives for publishers – Readium

App and web project development

Audio

Digital rights management technologies

Conclusion: the changing view of the book

Conclusion to Part I

Further reading and resources

Part II Publishing sectors

6 Developments in digital professional reference publishing

Introduction

A look at consumer reference

Transforming to digital – Encyclopaedia Britannica

Specialist markets

The benefits of digital publishing for reference

Early developments in specialist reference

Continuous integration and organisation of updates

Search

Automatic compilation of updates

Timeliness

Usage

The early electronic products: CD-ROMs

Problems with CD-ROMs – the challenges of changing formats

Database products

Infrastructure requirements and organisational change

The data asset

Migration issues as digital products are developed

The drive for migration from print to digital

Early sales activity

Price and migration – accommodating the print legacy

Encouraging migration

Changing relationships with customers in the specialist sector

Key customers

Medium-sized customers

Other customer groups

Ongoing product development

Market research for product development

Approaches to product development

Rise of tablets

Pricing and sales models for legal reference

Early pricing problems

Pricing the bundle

Subscriptions, licences and pay per view

Customised pricing

New product development

Building on existing products

Tailored products for market segments

Flexibility of use

Content dilemmas

Case study: Offering information solutions – the BMJ

Providing information services

Conclusion

Further reading and resources

7 Developments in digital publishing for the academic market

Introduction

Context: the research environment

What is research publishing?

Drivers of the market

Journals and monographs

The publisher/academic circle

STM and HSS

Scholarly research customers

Peer review and the role of publishers

Who owns the research?

The development of digital products

The benefits of digital over print

The value of content to the library

The early development of new digital products

Digital repositories: the researcher’s ecosystem

University and other free repositories

Competing with free repositories – why go with a publisher?

Digital journal services

Benefits for users

Citation and reference tools

Benefits for libraries

The importance of usage

Permissions for research

Product sales and ‘big deals’

Aggregators

The challenges for digital journals

The open access challenge

Open access models

Pay to publish

The question of speed

Decline of the big deal and evolving token systems

Transformative journals and transformative agreements

The monograph: the scholarly publisher’s next challenge

Print on demand

Increased access for monographs

Demand-drive acquisition (patron-driven acquisition)

Open access and books

Books as a research resource and aggregation

Creating the archive

New flexible formats

Future directions: problems and opportunities

Declining budgets

Are publishers necessary?

Philanthropy

Future research models with public peer review

Solutions development

Research publishing in China

Where next for academic publishing?

Conclusion

Further reading and resources

8 Developments in digital publishing in the education market

Introduction

Context: introduction to the textbook market

Textbooks in the US and UK markets

Schools and HE textbooks: the US market

The effect of adoptions for schools and HE

Schools and HE texts: the UK market

Schools

HE sector

Characteristics of the schools market for publishing

The curriculum drive for publishers

Technology in UK schools

EdTech

Digital products for schools

Features and benefits

What do the digital products look like?

Issues for publishers

Cost

Technology

Flexibility and user-friendliness

The changing business model and school budget limitations

Sales strategies for these products

Opportunities for more cost-effective publishing: textbooks in Spain

New product development and the future of digital schools publishing

Licensing content

Using data

Higher education, e-learning and blended learning

The early development of digital resources for lecturers and students

Developments in e-learning

Technology infrastructure for e-learning

The new e-textbooks

Resources for lecturers

Ebook readers and the future of the print text

Blended learning – creating flexible resources

Other content-based approaches – integrating at institutional level

Ebook providers, aggregators and other EdTech solutions for higher education

Case study: An experiment in textbook creation – Apple’s iBook textbook

Future directions for the education sector

New ventures

Solutions

Government funding and other initiatives

The role of the author and the standardised text

Learning communities

Conclusion

Further reading and resources

9 Developments in digital publishing for consumer markets

Introduction

1. Exploring the ebook

A brief history of ebook publishing

Drivers of the growth of ebook market e-readers

Case study: Early initiatives

Early ebook challenges and the evolving ebook model

Digitisation by publishers

Digital rights

Types of books to digitise

Early issues around prices

The evolving ebook business model

The growing market

Print supports digital

The evolving pricing model

Impact of agency pricing dilemma

Phasing

New models

Genre publishing

Digital-only and digital first imprints

Case study: Providing customer choice – early experiments in format

Digital-led businesses

Subscription packages

Innovations in book selling

Distributing ebooks

Libraries

Issues for the print product

Problems with ebooks

The effects for authors

Case study: E-reading in Europe – Tolino

2. Other digital products

Enhanced ebooks

Definitions

Early ebooks

Problems for enhanced ebooks?

Some advantages

Book apps

The challenges of producing apps

Question of scale

Development strategies

Business models

App pricing: the challenge of low prices

Further challenges: apps vs. books

Is an app worth it?

Audio

Growth

Some definitions

Subscriptions

Future developments

Futurizing the book

Conclusion

Further reading and resources

Part III Digital publishing issues

Introduction to Part III

10 Copyright, piracy and selling rights

Introduction

Copyright

Some key tenets of copyright

Problems with the basis of copyright in the digital environment

Does copyright need fixing?

Copyleft

Open content and Creative Commons copyright licences

Copyright infringement and DRM

Piracy

Who is involved?

How to combat piracy

Complexities of managing rights

Planning the deal: what do rights people have to bear in mind?

Content and value

Technical details

Bundles

Option clauses and other contract arrangements

Conclusion

Further reading and resources

11 Digital marketing, social media and discoverability

Introduction

Introducing issues for digital marketing

Print vs. digital marketing

Recommendations, algorithms and SEO

Reader recommendation and booklovers sites

Social reading platforms

Consumer insight

Paid – earned – owned

Marketing analytics

Book candy for book data – Jelly Books

Data in other areas of publishing and big data

Discoverability

Browsing

Authors’ social capital

Book candy for book data – Jelly Books

Digital marketing activities

Web marketing, microsites and audience development

Social media and word-of-mouth marketing

User-generated content on blogs and social media

New audiences and content development

Case study: Nosy Crow’s free book

Continuing change

Conclusion

Further reading and resources

12 New working practices and creative entrepreneurship

Introduction

Professional services

Project set-up

Ongoing

Consumer services

Offshoring or in-house?

New publishing businesses and creative entrepreneurship

Creative incubators

Crowdfunding model – with publishing nous

Digital innovation for print products

Developing media brands

Hybrid publishing approaches created by writers

Digital personalisation to encourage reading

Conclusion

Further reading and resources

13 Self-publishing and other digital reader/writer economies

Introduction

Self-publishing

Kindle Direct Publishing

Alternative spaces for content – defining a reader–writer economy

Fanfiction

Social writing platforms

Bookouture – another hybrid approach

Publishers and self-publishing

Writers programmes and author support – overcoming barriers

Publishers identifying markets

Conclusion

Further reading and resources

14 Futurizing publishing structures

Introduction

The changing value chain

Challenging and reorienting the traditional value chain

Legacy structures

Reorganising publishing structures in the specialist sectors

Predicting change in trade publishing

Conclusion

Further reading and resources

Final word

Index