Great article in Scholarly Kitchen today by Alix Vance of Architrave Consulting. Alix discusses the strategy of publishers selling direct to consumer markets, offering targeted, convenient, and seamless access. Here’s a snapshot from the article:
The longstanding business equation in B2B publishing has been:
Quality Content + Brand Recognition + Operational Efficiency + Institutional Usage = Market Share/Financial Success
Publishers have negotiated big deals, but have largely let consumers fend for themselves. This strategy will not fly in consumer markets, where visibility and demand are the primary drivers of revenue, and where methods for marketing to consumers have changed dramatically. The best approach for publishers wishing to enter the consumer marketplace is to take a step back, free themselves from preconceptions of what their business is about, and take a look at what is really working in the consumer Web. Only through entrepreneurial thinking will they have a shot at success in consumer content markets.