HighWire Press's Hugh Blackbourn at 'It's all about discoverability, stupid! How to get your content seen by the right people'

Simon Inger & Hugh Blackbourn field questions

Discoverability is an art and a science. How do you find what you are looking for with fidelity? We have to ensure the content can be found quickly and easily. Otherwise, in today's world, with so many articles competing for the readers attention, if you do not focus on discoverability, it's as if you have not published them.  Hugh Blackbourn, Senior Publication Manager at HighWire Press provided a view from their perspective on discoverability. 

For HighWire Press, there are nine elements to consider with discoverability.

1. Search Engine Optimisation
Rather than building technical challenging 'page turning' PDFs make URLs search engine friendly for spidering. Each new site they launch is announced to the major search engines as they deliver most traffic (e.g. Google, Google Scholar, PubMed, Microsoft, Yahoo and ISI, plus other major reference services such as GeoRef for earth sciences). They meet regularly with Google and Google Scholar to have a good relationship (but it helps they are in California). Google needs to know which journals or articles are accessible to which authors. They use subscriber links which enables access links on Google Scholar.

2. Discoverability - web scale and specialised search
This is a broad category and includes customer specialised search engines, which want data to serve particular customers such as library portals. There are also geographically specialised search engines, which serve a region such as China (e.g. Baidu).

3. Visibility
You need visibility and discoverability to work in harmony. The world has moved on and the journal is no longer as important as it was: people read articles now. They have a widget construction kit (WiCK), use RSS for topic collections, related article recommendation services and social media tagging (Facebook, Twitter, Google +).

4. Search within an issue
1. Quick search
2. Advanced search
3. Within an issue (table of contents)

5. Related content link - standard auto-search
Based on topics or subject collections - you can collect from across titles and set topic yourself.

6. Linking and alerting
Working with NCBI/PubMed, HighWire developed the original technology to have links in the reference section. This led to industry development of CrossRef and the DOI system. They exploit NCBI databases by linking from articles to databases in two way linking. There also had toll-free inter-journal linking, which was an odd form of open access before OA existed.

7. Data distribution and repository deposit 
This supports distribution of publisher metadata to more than thirty direct recipients. include ISI, PubMed, CrossRef etc. They also work with LOCKSS.

8. Text mining
HighWire Press support Open Archive Metadata Harvesting Protocol with content structured for use by text mining researchers. With publisher agreement, they regularly respond to data requests. Text and data mining presents additional challenges: Is a separate sub required? Is it counted for COUNTER or Journal Usage Factor? Is an additional license required etc? Prospect - a new service developed by CrossRef - will be available at the end this year aims to solve individual researcher use-case.

9. The changing market
Technology is changing rapidly with new ways of presenting and accessing content. They deliver content to Amazon for Kindle devices and apps. They have many mobile optimised sites and are able to rapidly deliver mini-sites which include topical sites targeted to a specific audience/membership division which incorporate not just information from the publisher's journals, but external content as well. They can help drive traffic, build membership, increase revenue (e.g. via advertising) and provide benefits to authors and editors. They build apps for Apples iOS and for Android phones and tablets and the use of these devices is restoring the notion that readers browse to find relevant content.

Discoverability has many components - seemingly unending process of refinement and adaption to new technical requiring investment of your time and resources. The results are meaningful, fairly immediate and rewarding. Blackbourn closed by reclaiming the model of 'CPD' - commitment to publishing discovery.

Martin Hall and Jean-Claude Guédon ponder the future of research and the monograph in the humanities and social sciences

Professor Martin Hall

The crisis in monograph publishing in one form or other has been with us for over twenty years. Martin Hall, Vice-Chancellor at the University of Salford and Chair of the morning session of Open Access monographs in the humanities and social sciences conference observed that the great university presses started to lose the ability to publish monograph research in an affordable format way before digital developments accelerated. With the advent of thin clients - cheap, affordable devices - the challenge for scholarly publishing is how to manage the transition into realising possibilities of the future.

The amount of research money that goes into the humanities and social sciences is disproportionate compared to the impact and significance of these disciplines. Drawing on his own experience as an archaeologist, there are so many possibilities. Words can translated into digital, but what about the garage loads of stuff such as broken pot pieces? We also need to consider the potential for wider participation, for example, the general public going out, finding and recording archaeological material with mobile phones.

Jean-Claude Guédon from the University of Montreal followed Martin Hall as the keynote speaker at this JISC Collections conference. He urged the audience to forget about monographs and go beyond them. It is about making the conversations of the humanities as great as that of scientists; about making discussions as frictionless as possible to improve understanding. He outlined three sociologies of e-books: sociology of documents (production); society of documents (how they relate to each other); and sociology 'tout court' as knowledge of society (co-evolution of the two above so we know where we are going).

Guédon observed that 'we are in a situation where we are used to a fixed form of production'. Because of our author obsession we stick to the idea of a one-person authored product. But research is taken by all sorts of people, amended and debated to create a new argument or thesis. This is followed by the documentation of the process. In digital we translate the exact same approach and try to do the same thing in documenting the idea(s). 

It is easy to pick flaws in this linear, print or object-bound way of developing and documenting research in the humanities and social sciences. Think about the potential of communities when developing thesis. Why is it so important to have one author for a piece of work? Isn't it better to have several brains working on it to improve the quality of the work? Think of science - very few articles are written by just one person. There is nothing wrong with working together. One of the paradoxes of universities is they train people to work in a way that you will never work in the real world. It is about a flow of work or 'a stream of thinking in the river of humanity'.

If you accept that maybe more people should get involved, it helps reveal how you can approach the documentation. What form of publication works? Does the book have a place in that kind of conversation? Continuing with Hall's earlier example, archaeologists (as well as scientists) sit on treasure troves of images and artefacts. We only get one view point of this resource. This is a potentially flawed way of interpreting and developing knowledge.

There is a reward system in place that reinforces this approach, with an economy of prestige that constrains it. What kind of social entity do we have to create to make this work? Guédon believes we have to rethink the notion of the author. We have to really examine the peer review process. And we have to do this to rethink value in research.

It's not an issue of finding the right format. It is about considering how this new digital communication is going to fit into our society.

Four steps for effective journals marketing integration

Do you integrate your journals marketing strategies or are you concentrating on one or two channels?

Alexa Dugan, Associate Marketing Director for Life Science Journals at Wiley-Blackwell, holds responsibility for the global marketing strategy for over 100 journals. Here, she reflects on successful marketing integration.

"Institutional marketing, author marketing, end-user marketing, marketing to funders and developing relationships with Subscription Agents and Aggregators. These are some of the elements today's journal marketer has to integrate into their global strategy.

Journals marketing is becoming increasingly complex, as research continues to evolve and develop in an ever changing environment. This could result in a tendency to concentrate on individual channels rather than implement an integrated approach. However, as the market becomes even more complex, the need for greater - not less - integration becomes apparent.

There are four stages to ensuring successful integration of your journals marketing strategy. You need to:

1. Set measurable and achievable objectives
2. Identify each of the channels to market
3. Identify the most effective and efficient marketing tactics for each channel
4. Measure results, and crucially, do not be afraid of refining your approach."

Alexa is co-tutor on two ALPSP training courses. Effective Journals Marketing (9 July, London) and Getting the Most from Journals Publicity (20 November, London)

So making it OA means you can access it?..Latest issue of Learned Publishing now out

www.learned-publishing.org

So, an author pays to make their article Open Access in a hybrid journal  and the publisher makes it open – so anyone can see it, right? Wrong. Well, often it’s wrong, simply because library link resolvers work at the journal title not article level. That’s just one of the issues that Chad Hutchens covers in his article on metadata – and it’s one you can’t help feel those resolvers must indeed resolve, somehow. This is one of several articles in the issue on important and long-standing issues in journal publishing. We reproduce a Paula Gantz piece which analyses what difference all those big and consortia deals have made to how we might view journal pricing. And Helen Zhang co-authors a survey on how journals view the republishing of conference papers – a bit of a vexed question for many journals and publishers. Hans Dillaerts and Ghislaine Charlton tell us about a collaborative system for charting all the different policies publishers have on self archiving. Xiang Ren has a piece on the remarkable (at least to me) state-run system for open publishing in China with many thousands of papers, Science Paper Online, which goes in for post publication peer review and then offers a grading system – and it’s started a hard-copy version!

But it’s not all about journals. Two slightly unusual papers about books: Pieter Borghart describes a new Belgian system for ascribing a ‘peer-reviewed’ label for books which seems to be taking off – and it may catch on elsewhere – but if it does, he wants us to be aware of all the (undesirable) consequences that have ensued and need to be guarded against; then Alison Baverstock  and colleague report on their research on self publishing – not, mainly, academic works, but something that could perhaps spill over into our realm. More on that next issue too. And there’s a book review on a book about the history of …. Books.

Not just books either. Margo Leach and Shaun Hobbs have a paper describing how an information system, combining published material and human expertise has been created to provide up-to-date and reliable information on plant health to developing countries – Plantwise.

Experienced editor Mriganka Awati gives us a list of all the things that would really help him in his everyday editing tasks, and wants your suggestions – that’s while he figures out what his author means by ‘PNA-rocked nucleic acid cramp’. Talking of help, Jilan Sun suggests how vocabulary extraction techniques can help non-native English speakers get to grips with foreign language papers.

And, two more book reviews, one quite critical, but the other (mostly) admiring of Sally Morris (former editor of Learned Publishing) et als’ (that can’t be correct punctuation!) Handbook of Journal Publishing.

The editor, ever in iconoclastic or even idiosyncratic mode, has an editorial based on an old Gershwin song – no, not ‘I got plenty of nuttin’’, nor ‘I got rhythm’, nor even ‘I know milk’, but it is about love.

All in all, a varied, not to say haphazard, issue, and a very international one – I hope there’s something in there you can enjoy.
See you in three months.

Alan Singleton
Editor-in-Chief
Learned Publishing

Outsourcing: the good, the bad and the ugly. Staying in touch with your suppliers and understanding cultural differences.

Chris McKeown from Aptara

Chris McKeown, European Director Account Management for Aptara outlined the ingredients for a good customer/supplier relationship at ALPSP's Outsourcing seminar today.

The customer must be clear on what the supplier can deliver and any limitations on what the supplier can deliver. They need to avoid the 'yes' pitfall by being clear a supplier won't lose work or damage your perception of them by saying no to something. You have to feel comfortable that the supplier has a clear understanding of the partnership and they know the services the vendor can offer.

The supplier must be clear on the specification for the work and service level agreements (including times and quality measurements). They should understand what feedback and reporting is required as well as what the customer publishes and how the customer likes to work - communication is at the heart of this part of the relationship. Key performance indicators will be based upon communication, service and quality.

McKeown provided a range of tips. Think about public holidays in the country where your supplier is based. Ask the vendor to write up notes/actions to ensure they understand what has been agreed. Also have an escalation list of who to speak to if something does go wrong. Be aware of how an increased  inflow of work can have an impact on quality. Regular vendor reporting and regular calls are a great way to avoid problems.

Laxmi Chaudhry

Laxmi Chaudhry is a Director of 1 Stop HR and a cross-cultural trainer and consultant. She closed the seminar with an engaging overview of communication as the glue for outsourcing. There are several misconceptions people hold about cross-cultural communication.

Do you believe English is a common language? Think again. Jargon, phrases, irony, inference can all be lost in translation. Ask for clarification and confirmation, repeat, put in an email to reconfirm, and don't worry about patronising. That only comes from a tone of voice, not checking what has been understood.

Why does cultural awareness matter? It is about effective communication, language, successful teams and relationships between partners. Motivation and recognition drives higher performance and better collaboration. It also helps you to reflect your market place. It is an effective way of remote working and can impact on your bottom line.

Laxmi suggest that cultures are like icebergs: with explicit/overt observable behaviours above and implicit or covert beliefs, values and assumptions below, which are not easily observable. The key is to understand that what lies beneath is hugely influential on what goes on above. She urged delegates to consider cultural values and how they impact everyday business. Consider the differences in culture on the importance of hierarchy, relationships, context, direct or indirect approaches, how important the group is compared to the individual and the value of losing or keeping face. When you take these areas into consideration, it makes a lot of sense of how people respond.

Other advice included: don't underestimate the importance of non-verbal communication. Check for understanding - don't assume anything. If you are managing important overseas relationships, take steps to work more effectively with partners and have cultural awareness training.

What do the US Open and ALPSP Annual Conference have in common?

This September will see a hive of scholarly publishers converge on The Belfry, 'the spiritual home of The Ryder Cup', for the ALPSP International Conference. Once again, the ALPSP Ringgold Golf Tournament will take place on the final afternoon.

If you love golf AND scholarly publishing, it seems appropriate to highlight two major events this week: the US Open kicks off today and the ALPSP conference early bird rate ends tomorrow. Make sure you take advantage of both.

Richard Fidczuk from SAGE Publications wrote a summary of last year's tournament:

"The now traditional ALSP Ringgold Golf Tournament took place on the Belfry Derby course after the conference finished, on Thursday afternoon. After worries that the weather would be like Wednesday afternoon, when it was hard to hear the conference speakers as the rain was so heavy on the roof of the hall, Thursday afternoon proved to be a beautifully sunny autumn day. There were thirteen participants in four teams, of all standards – and I do mean all, from handicaps as low as 6 to a clutch of high-handicappers , some of whom had only played golf a handful of times. And truly international, with players from The US, South Africa, and the Netherlands, as well as the UK. The Stableford scoring format, which gives players extra shots depending on their handicap, meant that everyone, regardless of ability, had a chance to score points for their team.

It was a closely fought contest, with two teams tying for first place at the end of the 18 holes, and after a tense count back process to decide the winner, the team comprised of Arend Welmers (Quantum90), Mark Carden (Metapress) and Phil Roberts (IET) came out on top. The individual winner was Chris Fell (CUP), who despite his rather ordinary putting (he won’t mind my saying that – I hope!) scored a total of 33 points to win. All winners received a magnificent trophy which cost, literally, pounds.

Thanks to Laura Cox from Ringgold for sponsoring the event again and providing refreshments at the 19th hole; and for Lesley at ALPSP for organizing with the conference venue. We will of course be playing again this year and will be looking for more participants (of all standards)."

Further information on the conference programme is available on the website.
Book your place at the early bird rate until Friday 14 June.

Outsourcing: the good, the bad and the ugly. Selecting suppliers, sales and marketing.

Helen Whitehorn

Helen Whitehorn is Director of Path Projects Ltd and advises organizations on resolving a variety of operational and strategic challenges. She outlined the following five stage framework for selecting suppliers:

1. initiation
2. discovery
3. design
4. deliver
5. sustain

Start with a high level proposal and really think about why you are outsourcing. Which processes, departments and people should be involved? Are there key timings, such as product launches to be considered? When you produce the high level stratregic document. You begin to understand whether you know your workflow and what you require.

After developing your high level proposal, you should move on to a detailed specification and preferred suppliers, get an agreement in place and outline suppliers selected, detail the delivery of work underway, and outline monitoring, control and ongoing improvement.

Lorraine Ellery

Lorraine Ellery is a sales and marketing professional with experience in the information industry. She provided an overview of what to consider when outsourcing sales and marketing. Which services do you want to outsource? If it is market research, are you interested in quantitative, qualitative, industry, market or competitor research? Do you want telemarketing, web, PR and media, social media including SEO/SEM or mailings. With sales, are you interested in direct sales representatives, trade fair representation, telesales or sales support? You can also commission consultancy on strategy, outsourcing, mergers and acquisitions or strategic alliances.

Ellery outlined suggestions for best practice. These include managing expectations and ensuring you have a mutual agreement. A service level agreement is essential and it should be a professional agreement. The vendor should include a comprehensive sales and marketing plan so everyone is clear about what you want to achieve and what is to be undertaken.

It is very important from a sales agent's point of view that they have clear market feedback. This can be provided in various forms, from discussion with sales rep on the ground to monthly and pipeline reporting, that all good sales agents should provide you with. A timely response to any publisher enquiries is essential for building confidence in progress and reporting. She also suggests that you ask for references and percentages where they have been successful.

What does a sales agent expect from a publisher? An indication of budget really early on as it makes a big difference to proposal they make so it is appropriate. Marketing collateral and product information needs to be of good quality. If it doesn't meet the niche market needs, that can be part of the service that can be provided.

Share competitor information that you can that will help with the agreement. Pricing guidelines are key and include detail on pricing for different markets. The agent will be able to help with this. One model for one territory does not always translate well to another.

Consider conflicts of interest around allocation of resources, whether it is complementing or competing, and around internal communication - make sure work is agreed across the organization. Consider the compensation model. Some models are based on the value of sales, some on economies of sale,  others on commission-only models. Ellery cautioned that the latter holds more risk to the agent as it cuts off time to deliver and the lengthy sales process is not always conducive to reward (sales can come in direct to the publisher or via another sales agent). She advises a combination of fee based service with some kind of compensation model.

Ellery has tended to use formal contracts for services, but it can be as simple as an agreement to accept a proposal. The 3 Cs to bear in mind with a contract are commitment, clarity and communication.