4of13 - Making Information Pay 2010 (David Guenette, Gilbane Group)

The Seven Pitfalls of Not Being Ready for Digital TransformationMaking Information PayMay 6, 2010David R. GuenetteSenior AnalystThe Gilbane Group, a Division of Outsell, Inc.About the Gilbane Group•Acquired by Outsell, Inc. in February 2010•Long-time boutique analyst and consulting firm focused on content management technology•Practice areas include publishing, social media, search, and XML•Research has tended to be qualitative, such as case studies and best practices•Consulting has included long-term engagements with major publishers and associationsAbout our Research•Digital Magazine and Newspaper Editions - Growth, Trends, and Best Practices (2009)•Collaboration and Social Media (2009)•Beyond the eBook- Trends in Digital Book Publishing (2009)•Social Publishing with Drupal: Building Success with Content and Community (2010)•A Blueprint for Book Publishing Transformation: Seven Essential Processes to Re-Invent Publishing (2010)•One of three eBook studies planned for this year“Blueprint” Study• BISG is a research sponsor, partnering with The Gilbane Group• Six vendor sponsors support the research• Publication date: June 2010• Freely distributedWhat are the seven essential processes?1. Planning2. Editorial and production3. Rights and Royalties4. Manufacturing5. Promotion and marketing6. Sales and licensing7. Distribution and fulfillmentThese processes are recursive, complex……and often not integratedMany publishers are not “digital ready”•Too caught up in legacy product models•Not agile enough to respond to new opportunities•Too busy bailing to navigate wellWhat happens if you are not “digital ready”?•Based on our current research•Interviews and case studies•And client engagementsPlanning…• Print-centric planning modelDoesn’t accurately or flexibly allow for digital products, their cost, or their revenue• Mindset of “digital-after-the-fact”Blinds the publisher to significant digital opportunities, including digital-only productsDigital transformation in planning…• Business intelligence becomes a key editorial planning tool• Developing new content products from more efficient and granular content management expands product range and number• Early meta-data capture supports the development of interoperating and transactional processes for publishers• Will require systems and business analyst-type rolesDocument Outline

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