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英国assignment指导,The Future of Electronic Publishing and the role of Communities Oxford Brookes
October 2005
Kate Worlock
Director
[email protected]
+44 (20) 7837 3345www.epsltd.com
Oxford Brookes, October 2005
2/23
© 2005 Electronic Publishing Services. All Rights Reserved. Proprietary and Confidential
The network: impact and
opportunities
Impact Opportunity
New business modelsfrom traditional players
- Music industry
The network effect: peer to peer interaction
with knock-on content protection
implications
- P2P, DRM
Development of new business models for
market services
- Google AdWords
Measurable outcomes
- Advertising paid for by results
Self-publishing
- Blogs
- Institutional repositories
Democratisation of content – we are all
publishers now
Opportunity for hybrid players
- CompliNet
Disintermediation of publisher/aggregator
role
Business model reversal allows in new
players, service vendors
- BioMed Central
- Ingenta
Reversal of real world business models
- Open Accesswww.epsltd.com
Oxford Brookes, October 2005
3/23
© 2005 Electronic Publishing Services. All Rights Reserved. Proprietary and Confidential
“Self-publishing”
The network-driven phenomenon of
media companies’ customers moving
outside traditional industry structures to:
find information and content;
share information and content;
draw attention to goods and services;
find goods and services;
recruit new staff.www.epsltd.com
Oxford Brookes, October 2005
4/23
© 2005 Electronic Publishing Services. All Rights Reserved. Proprietary and Confidential
Blogs
“A compelling blend of idiosyncrasy, editorial authority and
community, all set within an appealingly anarchic, contracorporate
ethos” (Tony Feldman, imi)
Increasingly valuable to corporates as convincing ‘independent’
mouthpieces for dialogue with customers, suppliers, investors and
industry opinion formers
Very easy to create using tools such as Moveable Type and
Blogger (Google)
Increasingly easy to read, either online (on web pages, through
webfeed readers such as Bloglines or services like MSN) or offline
Services around blogging:
Highbeam Research – Blog Enhancer#p#分页标题#e#
MSN Spaces
Wikinews
OhmyNews International open to global contributions (April).
Revenues: advertising (BlogAds), recruitment, sponsorship, ecommerce,
donationswww.epsltd.com
Oxford Brookes, October 2005
5/23
© 2005 Electronic Publishing Services. All Rights Reserved. Proprietary and Confidential
Blogging: hot air or real
phenomenon?
Moving quickly into the mainstream
58% increase in blog readership during 2004 (Pew Internet
Survey, January 2005)
New blog launched every 5.8 seconds, 15,000+ each day
(Pew Internet Survey, January 2005)
10 million blogs by the end of 2004 (Perseus Development)
Major companies offer RSS readers (Yahoo!, Google)
Hot air, or real phenomenon?
70% of blogs not updated for 2 months (Perseus
Development)
25% created but never updated (Perseus Development)
3% updated weekly (Perseus Development)
1% updated daily (Perseus Development)
No more than 200 generate traffic of more than a million
page views per month (Jason Calacanis, founder of
Weblogs Inc)www.epsltd.com
Oxford Brookes, October 2005
6/23
© 2005 Electronic Publishing Services. All Rights Reserved. Proprietary and Confidential
Webfeed (RSS) readers
Allow users to combine news updates from traditional
sources and their favourite blogs in one place
Can be online or downloadable
Current examples: Clovis, NewsGator, FeedDemon,
Pluck, Bloglines, Google Reader, My Yahoo!, My MSN
Some can integrate with Outlook
Microsoft planning to build RSS into its Longhorn
operating system
BUT
Low user awareness of RSS (12% aware, and 4% have
used)
27% of users have RSS on their personalised home pages,
but don’t know it’s RSS!www.epsltd.com
Oxford Brookes, October 2005
7/23
© 2005 Electronic Publishing Services. All Rights Reserved. Proprietary and Confidential
Social bookmarking
del.icio.us
Store bookmarks online
Tag all bookmarks, leading to creation of
“folksonomies”
Being used by publishers e.g. InfoWorld
Connotea
Free online reference management and
social bookmarking service for scientists
created by Nature Publishing Group
Open sourcewww.epsltd.com
Oxford Brookes, October 2005
8/23
© 2005 Electronic Publishing Services. All Rights Reserved. Proprietary and Confidential
What do publishers need to
consider?
MAKE SURE USERS CAN
FIND THEIR CONTENT
Content management: the next generation
Search technologies: the role of Google
Digital object identifiers
MAKE SURE USERS
CAN USE THEIR
CONTENT
Social bookmarking#p#分页标题#e#
and tagging
Community and interactivity
Workflow
Users on the move: mobile content
MAKE MONEY OUT OF
THIS ACTIVITY!
Subscriptions
Pay-per-view
Display advertising
Recruitment advertising
Value-add
services
Taxonomies, folksonomies and metadata
Virtual learning environmentswww.epsltd.com
Oxford Brookes, October 2005
9/23
© 2005 Electronic Publishing Services. All Rights Reserved. Proprietary and Confidential
Where are we going?
Feel the buzz!
Ontology, taxonomy, vocabulary, lexicon
Metadata, Resource Descriptor Framework, Semantic
Web
Technical architectures – web services (XML RPC,
SOAP, UDDI)
Persistent identity and multiple linking: DOI
User identities: DUI
Information architecture – information engineering,
even KM
….. and forgiving and understanding search
environments.
Remember Alanis Morissette!www.epsltd.com
Oxford Brookes, October 2005
10/23
© 2005 Electronic Publishing Services. All Rights Reserved. Proprietary and Confidential
To build a knowledge domain, a
content provider needs:
Strong brand within the domain
Internal experts capable of building the
structure of the domain
Online visibility
Content and Technology Partnerships
Ability to invest in technology
Strategic vision to see the opportunitywww.epsltd.com
Oxford Brookes, October 2005
11/23
© 2005 Electronic Publishing Services. All Rights Reserved. Proprietary and Confidential
Relationship Value CRM
Functional Value Analysis/Tools
Contextual Value Database
Preparation Value Structure/Mk-up
Inherent Value CONTENT
The five shades of valuewww.epsltd.com
Oxford Brookes, October 2005
12/23
© 2005 Electronic Publishing Services. All Rights Reserved. Proprietary and Confidential
The Content Lifecycle
Browsers, HTML,
Use content Display standards PDF
Payment standards
Communications
standards
Rights language
NO STANDARDS!
Metadata
Creation standards
Visa
Internet protocols
xRML
DOI, ISBN
XML, PDF
Accept payment
Send out content
ID rules needed to
implement business
model
Decide on a business
model
Tag the content
Create the contentwww.epsltd.com
Oxford Brookes, October 2005
13/23
© 2005 Electronic Publishing Services. All Rights Reserved. Proprietary and Confidential
What Google is trying to do?
Persuade users that it is pursuing its stated
mission of organising the world’s information:
On the free web
On the “invisible” web
In offline content
Capture the interest and page views of users#p#分页标题#e#
who are valuable to advertisers
Beat Microsoft and Yahoo!
Find innovative new revenue streams – they
are currently very reliant on advertising.www.epsltd.com
Oxford Brookes, October 2005
14/23
© 2005 Electronic Publishing Services. All Rights Reserved. Proprietary and Confidential
Fear and Anticipation
Growing feeling that Google, Yahoo! and MSN
Search will make a difference to content world
Uncertainty about whether Google is a threat
or a useful new gateway
Google: “We are simply a telephone directory
– we don’t want to take business away from
content players, but help users find your
content.”
But this is a publishing world where revenue
growth is increasingly seen in adding value
through structure, context, taxonomies, search
tools, workflow alignment etcwww.epsltd.com
Oxford Brookes, October 2005
15/23
© 2005 Electronic Publishing Services. All Rights Reserved. Proprietary and Confidential
What can content providers do?
Build niche destinations on the web using
recognised brands. Use Google effectively as a
marketing tool for these.
Build better metadata, taxonomies, A&I and
other “context” value-add.
Use librarians more effectively as allies against
the rising tide of Google: help them find more
up-to-date ways of educating users in
information skills.
Linking of content to workflow tools and
customer IT systems.www.epsltd.com
Oxford Brookes, October 2005
16/23
© 2005 Electronic Publishing Services. All Rights Reserved. Proprietary and Confidential
How are community services
being used online?
Yahoo!
News search now includes blogs, Flickr
photo and My Web results: augmenting
professional journalism with grassroots
journalism
MyWeb 2.0
Acquisition and integration of Upcoming.org
BBC encouraged submission of user
photos and blogs after London bombingswww.epsltd.com
Oxford Brookes, October 2005
17/23
© 2005 Electronic Publishing Services. All Rights Reserved. Proprietary and Confidential
Community empowerment:
recruitment advertising
Print newspapers – local and national
Online job boards
Free community boards
Government job boards
Employers’ own sites
Indeed.com
The .jobs domain
EVOLUTION
Power shifts away
from traditional media
What does
it take to
keep up
with the
needs of
jobseekers
and
employers?www.epsltd.com
Oxford Brookes, October 2005
18/23
© 2005 Electronic Publishing Services. All Rights Reserved. Proprietary and Confidential#p#分页标题#e#
The Craigslist phenomenon
Craigslist costs newspapers in San Francisco approx $50
million a year in print and online recruitment
advertising. (Classified Intelligence, Dec 2004) Craigslist is now in
over 150 cities (though many are just launched).
How can you compete with a free grass-roots movement like
Craigslist?
Kijiji sites launched by eBay in Germany, France, Italy, China,
Japan and French-speaking Canada (March).
Craigslist style classifieds boards built strongly around a local
community. Kijiji = ‘village’. eBay has also hedged its bets by taking
a 25% stake in Craigslist.
eBay and Craigslist understand the power of stepping back and
hoping that local communities emerge, rather than trying to
impose “organising” services upon the local community.www.epsltd.com
Oxford Brookes, October 2005
19/23
© 2005 Electronic Publishing Services. All Rights Reserved. Proprietary and Confidential
How are the newspapers doing?
Borrell Associates US market study (Jan 2005)
US newspapers’ print recruitment advertising revenues
down from $9.1bn in 2000 to $5.5bn in 2003 as ads
move online (still more than double the total US online
recruitment market).
Newspapers have captured some of the online revenues
but nowhere near as much as they have lost in print.
Growth of online job boards estimated at three times
that of newspaper recruitment classifieds during 2004.www.epsltd.com
Oxford Brookes, October 2005
20/23
© 2005 Electronic Publishing Services. All Rights Reserved. Proprietary and Confidential
Newspaper success in the job
board world
Fish4
UK NORAS annual survey of UK recruitment sites, released
Feb 2005
Fish4 revenues up 120% year-on-year
Fish4 clear market leader now (1.35m monthly unique
users v Totaljobs’ 1.05m)
Sheer breadth and depth of content, as well as improved
speed and quality have driven this growth
CareerBuilder
According to Corzen (November 2004) CareerBuilder is
gaining on Monster, with 37% growth through the first
three quarters of 2004, compared with Monster’s 16.5%,
though its revenues are still significantly below Monster.
What about the rest?
US: Cox, Advance Publications, E.W. Scripps and McClatchy
UK: Johnstonwww.epsltd.com
Oxford Brookes, October 2005
21/23
© 2005 Electronic Publishing Services. All Rights Reserved. Proprietary and Confidential
New Breed of Classifieds Search
Oodle.com searches a range of classifieds
on local newspaper sites, classifieds sites, eBay & Craigslist
Indeed.com searches for jobs
on US newspaper sites, online job boards & corporate
recruitment pages#p#分页标题#e#
DirectEmployers searches only on certain employer web
sites.
It has been in business since 2001 and is owned by an
independent not-for-profit employers association. Under
threat from Indeed in particular.
New .jobs domain name - could have big implications…
Allows employers to list their internal vacancies at
www.companyname.jobs
Easy for metasearch engines (such as Oodle or Indeed) to
include all pages with the .jobs endingwww.epsltd.com
Oxford Brookes, October 2005
22/23
© 2005 Electronic Publishing Services. All Rights Reserved. Proprietary and Confidential
Thoughts on the future
Network effects, improved search technology and
growth of standards make customers better able to
achieve some of the services publishers currently
provide without the help of any third parties
In order to maintain margins publishers will have to
work to raise the levels of value they can add for
customers
The web was designed for sharing and collaboration. The
ability to interact more effectively with peers is a feature
of internet technologies which has yet to be fully
exploited on a grand scale
Getting as close as possible to the workflow of
customers, and understanding how and why they want
to use the network is the best shot that publishers havewww.epsltd.com
Oxford Brookes, October 2005
23/23
© 2005 Electronic Publishing Services. All Rights Reserved. Proprietary and Confidential
Thank you for listening
Questions?
Thoughts?
指导assignment Comments?
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