MARKETING BOOKS IN AMARKETING BOOKS IN AWORLD OFWORLD OF

DISCOVERABILITYDISCOVERABILITY

STANDING OUT AMONGSTSTANDING OUT AMONGST20,000,000+ BOOKS20,000,000+ BOOKS

ONLINEONLINE

Oxford University Press

• Over 35,000 ISBN’s in print, 20,000+ ac?ve• Dis?nct Types of publishing:

– Trade– Academic/Professional– Reference– Higher Educa?on– Journals– School/Children's– English Language Teaching

• Over 12,000 ebooks in UPDF format• Over 4,500 in XML

OUP in Google Book Search (GBS)

Initial Plan was to put in5,000+ titles and monitorprogress for a year

Higher Ed, Reference,Medicine, and “misc adoptiontitles” were excluded fromprogram

15,564 titles into GoogleBook Search– 143,822,674 book pages

viewed– 734,818 “buy the book” clicks– 47.21 buy click per book on

average– $40 Average book price

Click to Buy Conversion RatesBuy % Buys Income

1% 7,348 $293,9272% 14,696 $587,8543% 22,045 $881,7824% 29,393 $1,175,7095% 36,741 $1,469,6366% 44,089 $1,763,5637% 51,437 $2,057,4908% 58,785 $2,351,4189% 66,134 $2,645,345

10% 73,482 $2,939,272

Its a Full-Text Search World

• Google Book Search has millions of titles thatinternet users can discover via full textsearches

• The Settlement with the Authors Guild andAAP gives them approximately 20,000,000more titles

• Little or no control over how your titles areindexed as full text crawling cannot bemanipulated to your specific marketingmessage

What if You Started with XML?

• By producing books in XML one cancreate “chunkable” content

• The “chunkability” can create endlessiterations of the same content

• Specific chunks of content can bedisplayed to enable market messaging –much more efficiently than relying on theright phrase found via full text search

Real-Life ExampleOxford Scholarship Online

• Over 3,000 titles in OSOall in XML

• Every book has:• Chapter abstracts• Chapter Indices• Chapter Keywords

• Primary Intent was A+I(Abstract & Index)Services

• Google Discoverability iscurrent application

• XML editorial andproduction workflowallows for evolvingapplications of content

The Big Picture

• Starting with XML is the only way to costeffectively create flexible content

• Flexible Content can be manipulated forany marketing use or message

• Flexible Content leads to customapplications for any number of usesincluding new or additional content.