Monday, 5 December 2016

The Challenges of Outsourcing Part Two: Stakeholder Engagement

In this post, part two of the Challenges of Outsourcing series, Lorraine Ellery Matthews continues to share feedback from leading scholarly publishing professionals. In her interviews she has asked about the involvement and engagement of stakeholders in the decision making process of outsourcing, what was planned and what was unexpected!

This follows the first post outlining the 10 key drivers to outsource.

Formalizing the process

One organization were lucky enough to have a specialist, qualified procurement team in place reporting to the Director of Operations. The team are responsible for all contracts with a value through its lifetime of £150,000 and over, this includes everything in terms of production work including the typesetting and printing.

However, engagement of outsourcing as a service hadn't always been managed in this way and started with just one person, albeit someone who came to the organization with a high level of industry experience working with both off-shore and on-shore suppliers. Fast forward several years and now with contracts for all suppliers and best practise from start to end in place the organization has certainly seen the benefit of having the process formalized, even if there are occasions when they have been challenged internally regarding the costs involved!

Should it be left to one team to reach decisions?

Many organizations will not have the benefit of a dedicated procurement team and instead will utilize the members of the relevant department or create a temporary cross departmental project team to manage the process. Decision making is varied, and much is dependent on the complexity of the required outsource service. Some teams had the relevant skills and resource to reach a decision without having to reach out to others in their organization. Other's had clear policies in place to ensure the decision is overseen and agreed by a committee or management team or both.

Although the final decisions maybe undertaken by a small group the input from start to finish was in most cases (although not always) widely sought.

Is stakeholder engagement key to effective communication?

Accountability is of course important as despite good intentions and best laid plans put in place to ensure that a partnership is successful (supplier relations will be discussed in my next post) there is always a risks that things don't go to plan. It is therefore important to ensure that internal stakeholders outside your team are approached early and invited to input their thoughts and provide feedback as these individuals are then more likely to support your decisions in moving forward (partners in crime). Obtaining buy-in from others will allow you not only to share the projects success but also accountability in the event of any problems down the line, reducing the risk of receiving "if only you had asked me first" comments when it is far too late.

Facilitating discussions to allow stakeholders to talk through their frustrations can strengthen the value of the final offering.

The feedback that derives from engagement also helps when considering if you have taken all the risks into account and to stop and ask if you are making the right decisions.



One platform manger took a unique and possibly risky approach when it came to external engagement which worked in his favour:

"My biggest success was not to have found the right platform vendor but to get the management board on side."

The manager was approached by a scholarly publishing organization committee looking for a keynote speaker for a conference with a theme based around "how to manage different content types". The manager had a solution, a vision for their own organization that had continued to develop into a wider vision in parallel with their request for proposal (RFP) process that was underway at the time.

The keynote presentation took place before the developing vision had been fully approved internally. The manager received positive comments and support for his vision from the industry delegates attending and these comments also directly reached the organization's management team. This approach may have been risky but one that was not regretted as subsequently the internal buy-in was significantly supported by the external buy-in generated by the industry delegates present.

To engage or not with customers?

The interviewees were asked about the level of engagement with their communities and customers during the outsourcing process. The response was mixed and some key factors for consideration emerged:

1. Whether people feel attached to the system or not!

The quality of feedback is more likely if people feel an attachment to the system. Attachment is less likely for production systems than it is for say peer review or hosting solutions.

For example, editorial board members may have to interact with the system on a regular basis, acting as academic editors as well as overseeing the peer review process. The authors and reviewers will have a lot of experience using various systems too, especially given that there are only a handful of major suppliers in the market.

The same is true with hosting platforms, even though people may not realize they are experiencing them they often have strong views about how they see things and how things are presented online.

2. Concerns over alerting customers to change

Some expressed that although they engage with their customers throughout the year they would not necessarily inform them before the decision to change suppliers was made and in some instances not until after implementation. They felt that through ongoing continuous engagement they will already have built up a good picture over time of the customers requirements and do not see the need to alert them and risk the cause for unnecessary concern.

3. Is the supplier set up to engage with the customer?

The customer is a critical partner and large publishers are likely to have user groups, focus groups and advisory boards in place to support ongoing engagement with customers throughout the year. However, a smaller publisher may not yet have these forums in place and therefore, as one interviewee recounted, was able to benefit from the supplier's ability to engage their customers directly to provide feedback on their system.

4. Engage only with a select group of customers

To ensure quality feedback you may decide to take the middle ground and obtain feedback from a select group of customers that you know you can rely on. As one publisher interview stated "if you are brave in the process you may also want to invite one or two customers in the testing of the system."



Supplier engagement

A key aim when considering outsourcing or moving to a new supplier is to establish a long term partnership.

Forge relationships early so that when you are looking to outsource or move supplier you already have trusted relationships in place.

  • Suppliers may develop new technologies, or form strategic partnerships to provide an improved or new solution for their service that you may benefit from, therefore, it is advisable to keep abreast with their developments.
  • Understand the competitor landscape and what options are available to you, even from those outside of your own industry.
  • Communication is much improved if you match relationships at various levels within both the supplier and your own organization.
  • Feedback will help the supplier develop their solution further and is important at all stages of engagement, including following an RFP whether the supplier is selected as your partner or not.

Sign up using your email to receive blog posts in this series, the next will be focusing on The RFP Process & Supplier Evaluation.

Lorraine Ellery Matthews will be presenting The Challenges of Outsourcing sharing further recommendations from leading publishing professionals on Wednesday 7 December at 2.15 p.m. on Stage 1 at the London Info International exhibition. Attend and join in the discussion – booking available here. Exhibition visitors can register for free.

Monday, 14 November 2016

The Challenges of Outsourcing Part One: 10 Key Drivers to Outsource

An organization outsources many different services and processes to experts and those who offer specialist tools and systems to support their requirements. In the first of a series of guest posts, Lorraine Ellery Matthews outlines what the key challenges are when thinking about outsourcing. In this post, she considers what the key drivers are for a company that can lead to outsourcing. These articles are based on interviews conducted with experienced scholarly publishing professionals in 2016.


1. Strategic

Ask yourself, are you are a technology company or are you a publisher, library, etc? Do you want to be both or do you want to be one; what’s the balance, what’s the return on investment?

The key reasons for outsourcing for the first time can be a strategic one, based around where you wish to continue to invest your time and money and if you already have - or not - the necessary resource and in-house expertise to provide a quality service to your internal and external stakeholders.

You may still decide that there are strong competitive advantages to developing your own custom solution, however, in weighing up the pros and cons you may decide that it makes sense for your organization to focus your time and effort on your core business and therefore will seek a trusted partner that you expect to deliver a cost-effective quality, scale-able and timely service.

2. New technologies

The potential that changes in technology can provide will prompt a review into previous decisions. You may need to re-work you platform, re-work your strategy, remain flexible and re-invest.
APIs and open technologies create new opportunities: it is no longer necessary to host all your content on one platform as independent silos and systems can be integrated and meaningful content relationships created.

However, as one commercial publisher I spoke to who undertook a supplier review when their current hosting agreement was up for renewal, found that if you have already invested heavily and you are happy with your current supplier then despite the advantages that new technology may bring the potential up-front cost of decoupling your content and migrating to a new platform, particularly if you have specialist content hosted in a monolithic system may act as a major barrier to change.

3. New entrants

When you have already settled on outsourcing a services you may find that players in the space change over time, new entrants come into the market or there are other approaches to now consider, this can lead to the need to review that space and the cost of moving suppliers.



4. How much time and resource do you have available?

Consider whether you have enough experts in the organization to cover everything at once. Sometimes it is not just a cost based issue, but how much change you can manage, in how many places, and how many resources you have internally from an expertise perspective. The lack of availability of resource is a key driver when reaching a conclusion to outsource, particularly if you are heavily involved in a large in-house platform project.

5. Forced to move

The verdict to review and select a new supplier can sometimes be forced upon an organization, for example, through mergers and acquisitions. The time constraints associated to implementing changes in policy or the undertaking of an acquisition can provide huge challenges. The planning normally invested in the process of outsourcing is dictated by the situation rather than by you and more often than not will come at a time when not all stakeholders are available to provide their input into the strategic and tactical decisions that need to be agreed before deciding to enter into the process of evaluating and selecting a new partner.


6. Stability of your supplier

If there are signs that a supplier is becoming unstable, it is good business practice to undertake due diligence to ensure you are informed about the issues concerned and are fully aware of the options available to you if in the event you need to re-negotiate or exit your contract.

7. Breakdown of relationship

You may decide to review your options if you increasingly find that your supplier is no longer in tune with your business goals, are unable to communicate effectively, unwilling to consider your requests or are not delivering the agreed service level. The supplier may no longer offer an appropriate value proposition, may make promises they do not keep, or are not developing their service offering to keep up with market developments and requirements and standards. A combination of or even just one of these scenarios will be challenging and may even lead to a breakdown of relationship that is not always recoverable.

8. Company policy and/or best practice

You may have been with your current supplier for a number of years and would like to ensure you are aware of what the competitors offer so that you can be confident that you continue to receive value for money. Many organizations will have a company policy in place to ensure there is a constant review of all suppliers and the services they provide. This may happen every year or every two to five years depending on the complexity of the service and the organization’s internal policy.

9. Ensuring you are offering a good service to your customers

Many decisions are usually motivated by the desire to ensure you are offering a good service to your customers. In one example, a publisher was tasked with looking at their publishing set up, the systems and processes they were using currently, and over time, with the main objective to consider how these could be more efficient and how the organization could offer a better service for their authors and reviewers. Once their board approved the recommendations, they reached an agreement to look at their peer review systems, production systems and other related services.

10. Adopting a hybrid approach

You may decide to continue holding onto the reigns and not to outsource, but to develop your services in-house. You may also decide to in-source additional skills and technology components by partnering with specialists in their field. Rather than outsourcing this allows you to develop a hybrid solution and to share the cost of ongoing development for your service offering with your chosen partner.


Lorraine Ellery Matthews is the Proprietor for Ellery Matthews Consulting. She is writing a series of posts on The Challenges of Outsourcing on the ALPSP blog; the next will focus on The Process of Outsourcing. Sign up using RSS or email above. You can also read them on the Ellery Matthews Consulting blog.

Lorraine will present on The Challenges of Outsourcing sharing further recommendations from leading publishing professionals on Wednesday 7 December at 2.15 p.m. on Stage 1 at the London Info International exhibition. Attend and join in the discussion – book your place here. Exhibition visitors can register for free.

Tuesday, 8 November 2016

Using ethnography to understand user needs and behaviours

Paul-Jervis Heath is a Designer and Innovation Consultant at Modern Human. At the Digital Marketing Skills for the Future seminar he explained how ethnographic design research gives us a way of developing a deeper understanding of our users.

You need to find out what users really need, not what they think they need. Design is a set of modes: Immersion, inspiration, imagination and invention.

Shadowing is one of the key design research methods. It allows you to observe real behaviour. By directly observing participants they are able to get a deeper understanding of their needs. There is covert shadowing where you hide and watch, controlled shadowing where you give people a task, and participatory shadowing where you go along with someone when they do something.
Other techniques including using interviews or following people for the day. There's a nifty tool, a narrative clip wearable camera, that takes a photograph every 30 seconds. If you tap it, video is recording. It's a great way of capturing time lapses to supplement notes that are made, but also for showing stakeholders in the business.

Diary studies record experiences to capture what they think and feel across. Modern Human used this approach to work with researchers who were choosing a journal and submitting a paper. They captured the emotions, the comments, and crucially, deep insights into experience of publishing and the behaviour of early career researchers with DSCOUT (Mobile Diary Study Platform).

Other ethnographic research methods include:
  • contextual interviews
  • expert interviews
  • direct experience immersion
  • analogous experiences (e.g. taking librarians into restaurants to see service plans)
  • guided tours
  • cultural probes.

None of these techniques cost a huge amount: it's more about allowing time for them. Often, the best tools for analysis are a big stack of post it notes and coloured pens.

Ethnographic research typically looks for workarounds: quickly seemingly efficient solutions that address the symptoms of a problem, not the root cause. People's values play an important role in their motivations. Inertia shows situations in which customers act out habit. How can you leverage or break that inertia? Take into account should versus want: the tension between things people crave in the moment and things they know are good for them (you want to eat healthily, but you like to eat cake). Consider how can you help people move from where they are to where they want to be?

Design for goals rather than tasks and you create things that are meaningful to people. You need to capture everyone's observations and understanding of the research. A good insight is intuitive not obvious, generative and sticky. You then need to turn insights into models.

Four modes of human-centred design

You can see this approach in scholarly communications with the development of a knowledge chain (as a pose to a supply chain). The academic system is characterised in a similar way. Ideas are the raw material - driven by institutions, researchers, funders, people, publishers. The lab is the method of production. It turns ideas into knowledge. Knowledge is cyclical and can be recycled (e.g. papers being cited).

At Modern Human they developed behavioural profiles for academics. These were like personas, but helped develop archetypal profiles. They turned them into something that looks like a person to make it easier for designers to bring to life. They used it to create and Research and Publishing map and a framework of discipline publishing cultures. Interestingly, they discovered that disciplines are more similar than they might want to admit!

Paul-Jervis Heath is Principal at Modern Human consultancy, a design practice and innovation consultancy that works with clients to create new products, services and experiences. He spoke at the Digital Marketing Skills of the Future seminar held on 8 November 2016 in London.

Precedent's Cory Hughes provides a practical guide to digital transformation

Digital transformation has become a reality: it’s changing the ways in which we interact with the world around us, the way we consume products and services, and the expectations we have as a customer. Every organization recognises the importance of harnessing the power of digital. But for many, the question is how to begin.

Cory Hughes, Precedent's Digital Experience Director, open the Digital Marketing Skills for the Future seminar by observing we so often get caught up with 'business as usual'.

Transformation has to be embraced at all levels of an organization. It's about culture and effecting change throughout. You have to make sure everyone buys into it to ensure you have competitive advantage. The key is to evolve an organization's way of working in order to continue delivering its mission in the face of changing technology, competition, audience need and behaviour.

There are six global trends that you need to be aware of:

  1. Generation Z don't want what came before them - they want to feel they can be a positive influence for change and for the future
  2. 47% of all jobs will disappear over the next 20 years. Automation provides opportunities (as well as obsolescence for certain roles). What different skills does that bring?
  3. 'Global' is achievable and everyone's a jetsetter. How are you listening to your customers and looking after your channels and nurturing them in a two way dialogue.
  4. We experience life through our devices. If customers don't differentiate between physical and digital space, what can you do to integrate both?
  5. We're about to be blindsided by climate change. How do we deliver our products in this wider context. How can you adapt when conditions are not so predictable anymore. Digital allows you tackle this.
  6. Local, bespoke and personalised are the new Big Business. Look what Coke did with personalised bottles with names on them. Learn what your customer likes and needs are. Use data to provide insight on what matters to them so you can personalise online with technology and tools.

'It should be people first, not digital first.'

How can you do it?

  1. Think big. have a strong, clear mission statement: get a Big Hairy Audacious Goal (think Cookie Monster)
  2. Start small: design iteratively to validate the case for wider digital projects. Keep the minimum viable product idea in mind. Have a feedback loop.
  3. Act quickly: in-flight optimisation helps to create momentum that is driven by awareness and data. 

Hughes quoted John Maynard Keynes

Hughes also quoted the systems theorist John Gall who said 'Complex systems that work tend to come from simple systems that worked.' She also urged delegates to think small, easy steps that you have to hand: use Google Analytics on a daily basis as your starting point for insight and measuring goals.

Susan Wojcicki, CEO of YouTube, has listed eight pillars of innovation that Hughes believes are a great guide to work to:

  1. Have a mission that matters
  2. Think big, start small
  3. Strive for continual innovation, not instant perfection
  4. Look for ideas everywhere
  5. Share everything - internally and externally
  6. Spark with imagination, fuel with data
  7. Be a platform
  8. Never fail to fail
Cory Hughes is Digital Experience Director at Precedent. She spoke at the Digital Marketing Skills for the Future seminar held in London on 8 November 2016.

Thursday, 20 October 2016

The Brexit Debate

Audrey McCulloch introduces the panel
One of the key topics of conversation this year has, inevitably, been Brexit. Since the results of the UK Referendum on membership of the EU were announced in June, speculation, knee jerk reaction, panic, and uncertainty have been rife. What does it really mean for scholarly communications? Are the worse-case scenarios likely to pass? What are the worse case scenarios and what are the opportunities?

ALPSP, the Publishers Association and The London Book Fair arranged a debate with leading industry figures to find out more. The conversation will continue at the Research & Scholarly Publishing Forum at LBF17 in March.

The debate, introduced by ALPSP CEO Audrey McCulloch and chaired by RELX Group's Richard Mollet featured academic consultant Richard Fisher and Andy Robinson, SVP and Managing Director for Society Services at Wiley.

Currency, taxation and the economy

On a positive note, there are short term currency gains. There is an outside possibility of eliminating VAT on ebooks and digital products and potential to get government departments to support emerging markets and UK research to boost technology market, for example by rebuilding trials sector. However, there is also a risk of the UK becoming a regulatory island. In the short term, the audience were advised to keep an eye on any bump in book sales to check there weren't any inventory blips on a regional basis while the currency is in flux.

Research and development

Scientists for EU has collected examples of academics who refused positions in the UK. There are over 40 examples of researchers being taken off grant applications or made a contributor instead. In institutions, there are 31,000 researchers based in the UK who come from the EU. There is a long term question about how that will impact on the quality and impact of EU research. UK research is a strong contributor to the economy and if damaged could have a long term impact on other sectors. And the European Medicines Agency moving from the UK will have a converse impact on the pharma sector's appetite to launch drugs in the UK. Currently 2% of the world's clinical trials happen in the UK. There is an opportunity to rebuild that, which in turn will bring in pharma investments (GSK has invested £250m in UK since Brexit).

People, influence and perception

There are a number of implications for the publishing industry and related sectors in relation to people. Ten per cent of the UK publishing workforce comes from the EU (compared to 6% in the wider population) and companies will have to consider how to manage that impact.

It was noted that the current Prime Minister, Theresa May, was previously Home Secretary. During her tenure in that role she was very strict on the number of overseas students. It is unlikely this line will change and institutions are watching with concern. The knock on financial effect could be significant with 25,000 students studying in the UK - and 46% of postgraduates coming from the EU - generating income for institutions and local businesses.

Richard Mollet, Richard Fisher, Andy Robinson

How does industry make the case to government without looking like they are moaning about the result? There was a strong reaction post-Brexit from researchers and publishers. We need to respond to the challenges robustly, but on new terms, by putting forward a strong economic case for investment. With three government departments across Education, Culture Media and Sport and Business that influence the world of publishers and researchers it might be tricky to navigate.

There is no doubt that the UK now sits outside debates in EU, for example with open access and open science. Where Britain leads, the world does not necessarily follow so the possibility of isolation is very real. Wiley and ALPSP ran a short poll of their society publishers. in it, 80% of respondents saw the loss of influence in these policy debates, particularly around open science. 

Copyright and data protection

In the long term there is possibility of a move to the older world of a US copyright regime, UK regime and EU regime, leading to potential fragmentation. Google will no doubt be watching with interest, particularly around Fair Use issues. The UK is unique in having access to millions of patient records, and if data protection issues can be navigated carefully, there is real research potential in monitoring patient outcome. We have the potential to become world leaders in fields such as stem cell research.

The future?

What will we be talking about at Frankfurt 2021 in five years? Will it still be a big issue or just one of the things we’re dealing with? It is hard to predict. On the one hand, the British political situation is in such flux it is impossible to predict. We should have a much clearer path in 2021. On the other, it will be one of a number of issues that the industry will face.

The industry should reflect on why they don’t employ, publish for or sell to the 52% of voters. June 23 is without doubt one of the most important post-war dates in British history. While there is a worrying flux at government level that will play out over the next two to three years, politicians need to wake up to the importance of research. The industry needs to encourage the UK government to take research seriously and place it at the heart of the negotiation. A national research strategy should be brought together as quickly as possible to ring fence funding up to 2025.

The Brexit debate at the Frankfurt Book Fair was organised by the Publishers Association and ALPSP with the support of the London Book Fair. The discussions will continue at the Research & Scholarly Publishing Forum to be held at LBF in March 2016.

Elsevier has launched a Brexit resource centre to provide benchmark objective data, useful links and other resources.
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Tuesday, 18 October 2016

Professor Brian Nosek on increased openness and the credibility of science

Brian Nosek from the Center for Open Science at the University if Virginia gave the keynote talk at the 2016 STM Frankfurt conference.

He asked what is it that publishers can do to help scientists be successful? Scientists are constrained by what is human about them, but the reality and our experience of reality are not the same thing. We all have mental modules that want us to see what we want to in order to reinforce our beliefs. So the brain imposes understanding on what it sees.

Applying sociological approaches to the study of science, there are Norms versus Counternorms e.g. communality versus secrecy; universalism versus particularism (evaluate research on own merit or evaluate research by reputation); disinterestedness versus self interested.

There are stark differences when you unpack what researchers believe about how they do science (they do it for the norms) compared to what they observe about themselves (more counter norms creep in) and what they observe of others (almost all counter norms).

The primary challenge is that incentives for individual success are focused on getting it published, not getting it right. The choices that scientists make when analysing the data can impact on the results. And unless you see the source data, you cannot understand why this is. So how do we get researchers to be more transparent and reproducible in their work?

Barriers include perceived norms, motivated reasoning, minimal accountability, and the ubiquitous 'I am busy'. What can be done about it? Look at the rewards that we need and the means to get them. What if you added rewards for transparency and reproducibility in the research process? What if you were to diversify rewards to include data and materials so there is recognition for research content?

Why is this tricky? There are a lot of stakeholders: universities, founders, publishers, societies which creates a complex group of issues. If there are desired behaviours and people don't know they are happening (to increase credibility of their project) you need to raise their profile and boost credibility of research.

At the Center for Open Science they have created badges for this and defined what this means. Badges are symbols and in real life these are powerful, significant indicators of who you are. They are promoting an open research culture using standards, with three data sharing levels:

  1. Article states whether data are available, and if so, where to access them
  2. Data must be posted to a trusted repository. Exceptions must be identified at article submission.
  3. Data must be posted to a trusted repository, and reported analyses will be reproduced independently prior to publication.

So far there are 749 journals from 62 organizations that are signatories of the top level of guidelines. Another focus has been round preregistration of research studies. The Registered Reports workflow is: Design > Collect & Analyse > Report > Publish. Peer review would usually happen between Report and Publish, but they move it back to between Design and Collect. If reviewers don't know what the results are, they are incentivised (along with the researcher) to make it the best study possible. They have 38 journals so far who have committed to making registered reports happen.

They are developing the possibility of partnerships between publishers and funders. A review report is submitted to both and, if acceptable to funder and publisher, it gets the go ahead, providing an efficiency step for all groups.

One of biggest challenges to reproducibility is completely mundane: labs lose materials and data all the time. People have multiple, personal systems of data preservation. What can you do to mitigate this? Adopt the TOP Guidelines. Adopt Badges. Adopt Registered Reports. Partner on preregistration
and partner on open data with OSF.

Brian Nosek is Executive Director of the Center for Open Science and Professor in the Department of Psychology at the University of Virginia. He gave the keynote at the 2016 STM Frankfurt Conference.
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Thursday, 29 September 2016

Cross-Fertilization in scholarly publishing: who, what, where, when and why?

As the scholarly publishing landscape diversifies and the number of stakeholders multiples, it’s hard to keep up with who’s who, what they want, and what they need. In this informal "Question Time" style session, panelists from inside and outside publishing shared their own and their organization's experiences of successful collaboration and cross-fertilization.


The chair, Alice Meadows from ORCID, believes cross-fertilization is organised serendipity, finding connections between people, organizations, or other things that you wouldn't find out in the usual run of business.
Helen Bray of the Knowledge Transfer Network believes it is about bringing together businesses, entrepreneurs, academics, and funders. Progress is driven by unusual interactions. Innovation is a contact sport that brings people together.

Nicko Goncharoff from Digital Science observed they don't think they can succeed without collaboration. No single company can 'own' the workflow. Collaboration is paramount. He reflected on the STM Association scholarly sharing initiative that he's now leading as something that can serve both researcher and publisher needs. They have focused on the challenges and have held some - somethings tricky - discussions around article sharing. He believes you always have to try bring people into the fold. People take scholarly publishers for granted, but human curation is important in the digital age.
Andrew Stammer from CSIRO Publishing in Australia echoed fellow panellists about the value and benefit that can be gained from cross-fertilization. When Australian ecologists listen to aboriginal peoples oral histories, they accelerate their research.
This thoughtful and inspiring session was a wonderful way to close the ALPSP Conference. Here's to more scholarly cross-fertilization in advance of next year's conference in The Netherlands!

Cross-Fertilization in scholarly publishing was the closing plenary at the 2016 ALPSP Conference. You can view the full session on the ALPSP YouTube channel.