November 24, 2014
NOTE: Live-blogging. Getting things wrong. Missing points. Omitting key information. Introducing artificial choppiness. Over-emphasizing small matters. Paraphrasing badly. Not running a spellpchecker. Mangling other people’s ideas and words. You are warned, people.
Robert McGrath is from ReadCube, a platform for managing references. You import your pdfs, read them with their enhanced reader, and can annotate them and discover new content. You can click on references in the PDF and go directly to the sources. If you hit a pay wall, they provide a set of options, including a temporary “checkout” of the article for $6. Academic libraries can set up a fund to pay for such access.
Eric Hellman talks about Unglue.it. Everyone in the book supply chain wants a percentage. But free e-books break the system because there are no percentages to take. “Even libraries hate free ebooks.” So, how do you give access to Oral Literature in Africain Africa? Unglue.it ran a campaign, raised money, and liberated it. How do you get free textbooks into circulation? Teachers don’t know what’s out there. Unglue.it is creating MARC records for these free books to make it easy for libraries to include the. The novel Zero Sum Game is a great book that the author put it out under a Creative Commons license, but how do you find out that it’s available? Likewise for Barbie: A Computer Engineer, which is a legal derivative of a much worse book. Unglue.it has over 1,000 creative commons licensed books in their collection. One of Unglue.it’s projects: an author pledges to make the book available for free after a revenue target has been met. [Great! A bit like the Library License project from the Harvard Library Innovation Lab. They’re now doing Thanks for Ungluing which aggregates free ebooks and lets you download them for free or pay the author for it. [Plug: John Sundman’s Biodigital is available there. You definitely should pay him for it. It’s worth it.]
Marge Avery, ex of MIT Press and now at MIT Library, says the traditional barriers sto access are price, time, and format. There are projects pushing on each of these. But she mainly wants to talk about format. “What does content want to be?” Academic authors often have research that won’t fit in the book. Univ presses are experimenting with shorter formats (MIT Press Bits), new content (Stanford Briefs), and publishing developing, unifinished content that will become a book (U of Minnesota). Cambridge Univ Press published The History Manifesto, created start to finish in four months and is available as Open Access as well as for a reasonable price; they’ve sold as many copies as free copies have been downloaded, which is great.
William Gunn of Mendeley talks about next-gen search. “Search doesn’t work.” Paul Kedrosky was looking for a dishwasher and all he found was spam. (Dishwashers, and how Google Eats Its Own Tail). Likewise, Jeff Atwood of StackExchange: “Trouble in the House of Google.” And we have the same problems in scholarly work. E.g., Google Scholar includes this as a scholarly work. Instead, we should be favoring push over pull, as at Mendeley. Use behavior analysis, etc. “There’s a lot of room for improvement” in search. He shows a Mendeley search. It auto-suggests keyword terms and then lets you facet.
Jenn Farthing talks about JSTOR’s “Register and Read” program. JSTOR has 150M content accesses per year, 9,000 institutions, 2,000 archival journals, 27,000 books. Register and Read: Free limited access for everyone. Piloted with 76 journals. Up to 3 free reads over a two week period. Now there are about 1,600 journals, and 2M users who have checked out 3.5M articles. (The journals are opted in to the program by their publishers.)
Q: What have you learned in the course of these projects?
ReadCube: UI counts. Tracking onsite behavior is therefore important. Iterate and track.
Marge: It’d be good to have more metrics outside of sales. The circ of the article is what’s really of importance to the scholar.
Mendeley: Even more attention to the social relationships among the contributors and readers.
JSTOR: You can’t search for only content that’s available to you through Read and Register. We’re adding that.
Unglue.it started out as a crowdfunding platform for free books. We didn’t realize how broken the supply chain is. Putting a book on a Web site isn’t enough. If we were doing it again, we’d begin with what we’re doing now, Thanks for Ungluing, gathering all the free books we can find.
Q: How to make it easier for beginners?
Unglue .it: The publishing process is designed to prevent people from doing stuff with ebooks. That’s a big barrier to the adoption of ebooks.
ReadCube: Not every reader needs a reference manager, etc.
Q: Even beginning students need articles to interoperate.
Q: When ReadCube negotiates prices with publishers, how does it go?
ReadCube: In our pilots, we haven’t seen any decline in the PDF sales. Also, the cost per download in a site license is a different sort of thing than a $6/day cost. A site license remains the most cost-effective way of acquiring access, so what we’re doing doesn’t compete with those licenses.
Q: The problem with the pay model is that you can’t appraise the value of the article until you’ve paid. Many pay models don’t recognize that barrier.
ReadCube: All the publishers have agreed to first-page previews, often to seeing the diagrams. We also show a blurred out version of the pages that gives you a sense of the structure of the article. It remains a risk, of course.
Q: What’s your advice for large legacy publishers?
ReadCube: There’s a lot of room to explore different ways of brokering access — different potential payers, doing quick pilots, etc.
Mendeley: Make sure your revenue model is in line with your mission, as Geoff said in the opening session.
Marge: Distinguish the content from the container. People will pay for the container for convenience. People will pay for a book in Kindle format, while the content can be left open.
Mendeley: Reading a PDF is of human value, but computing across multiple articles is of emerging value. So we should be getting past the single reader business model.
JSTOR: Single article sales have not gone down because of Read and Register. They’re different users.
Unglue.it: Traditional publishers should cut their cost basis. They have fancy offices in expensive locations. They need to start thinking about how they can cut the cost of what they do.
Date: November 24th, 2014 dw