Sessions at TOC New York 2012 on Wednesday 15th February

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  • Digital Petting Zoo

    Looking to get up close and personal with the latest and greatest reading devices and platforms? Zoo Keeper extraordinaire Joe Wikert has teamed up with The Digital Readers’ Nate Hoffelder to bring TOC attendees the first ever TOC Digital Petting Zoo. Stop by on Wednesday, February 15 8:30am-1:10pm to get hands (and eyes) on experience with all manner of dedicated ereaders and platforms.

    At 8:30am to 1:40pm, Wednesday 15th February

  • Hopeful Monsters: Punctuated Equilibrium and the Post-Book Age

    by Corey Pressman

    The advent of hypertext and the new art of interaction design signal the dawn of a post-book epoch. The evolution of the bound book has much to teach us about this important moment in publishing history and how to best consider, design, and guide the nascent post-book experience.

    We will focus on the User Experience Design opportunities this moment affords. Innovative products and features such as content-rich apps and shared marginalia will be presented, evaluated, and discussed. A case will be made for a rich ecosystem of e-reading solutions. Particular attention will be paid to the ‘armchair apps’ that Exprima Media is developing for publishers and authors.

    At 8:30am to 9:20am, Wednesday 15th February

  • Kaplan Mobile: A Case Study In Mobile Content Delivery and Data-focused Product Development

    by Jeff Olson and Maureen McMahon

    Jeff Olson, Vice President, Research and Analytics for Kaplan Test Prep, and Brett Sandusky, Director of Product Innovation for Kaplan, will discuss the company’s challenges and successes in building Kaplan Mobile, an iOS application that delivers free digital versions of course content to registered Kaplan students and retail customers. The session will focus on how publishers can build strategic mobile delivery platforms (iOS and otherwise) which not only provide value to their customers, but are a source of data. This data not only offers insight into customer behavior, but permits companies to plan strategies for product development and improvement based on real world usage of their products. Using the recently released Kaplan Mobile as a case study, Olson and Sandusky will present the data collected during the application’s initial testing phase, and how that data influenced the product’s lifecycle.

    Mobile applications, native, web, and hybrid, are an attractive product for publishers to offer to their customers. As more and more readers turn to mobile and tablet devices for content, publishers are increasingly pressured to find mobile and tablet computing solutions that fit their needs.

    As publishers begin to oversee software development with these applications, there are many new considerations that must be made in terms of User Experience, content and feature set appropriateness, and strategic development.

    In this session, Jeff Olson and Brett Sandusky will discuss the company’s challenges and successes in building Kaplan Mobile, an iOS application that delivers free digital versions of course content to registered Kaplan students and retail customers.

    The session will review how the project evolved from an application focused on features to one accomplishes a simple, yet necessary task: content delivery. Sandusky will explain why publishing companies should focus on enabling customers to access their most valuable asset, content, and build out an ecosystem that allows for agile functionality development. Presenting data from user behavior and actual testing results, Olson will explain how Kaplan Mobile was built to aggregate this data and he will share an analysis on how users are integrating digital course materials into their study plans.

    The presentation will detail the technology beneath the application and how Kaplan is using the application as a data aggregator to further understand how students are using digital study materials and how that information can be used to drive future features and new applications.

    At 8:30am to 9:20am, Wednesday 15th February

  • Leveraging Existing Assets for New Markets

    by Kassia Krozser, Greg Merkle and Stephen Stesney

    At 8:30am to 9:20am, Wednesday 15th February

  • nextPub: Bringing Magazines to Digital Distribution Channels

    by John Dougherty, Peter Meirs and Dianne Kennedy

    In this panel session, you will gain an understanding of the challenges of tablet publishing today, share the nextPub publisher’s vision for the future and gain a overview of the new, XML-based nextPub Specification that builds on PRISM, EPUB3, and HTML5 to establish a rich, high-functional source format from which content can transformed for distribution to the rapidly evolving device environment via EPUB3 for eReaders, aps and in a dynamic online mode via emerging browser technologies.


    • Peter Meirs, VP Production Technologies, Time, Inc., Chairman nextPub Working Group

    • John Dougherty , Hearst Corporation, Chair nextPub Use Case Team

    • Dianne Kennedy, VP Emerging Technologies, IDEAlliance, Editor nextPub Specification

    2011 was the year of the tablet. On the heels of the iPad, came the Galaxy, Xoom, TouchPad and PlayBook. For magazines and other design- and feature-rich publications, the tablet tsunami signaled an exciting new era of interactive, innovative publications with promising new revenue opportunities. In this panel session, you will gain an understanding of the challenges of tablet publishing, share the magazine publisher’s vision for the future and gain a overview of the new, XML-based nextPub Specification that builds on PRISM, EPUB3, and HTML5 to establish a rich, high-functional source format from which content can transformed for distribution to the rapidly evolving device environment.

    At 8:30am to 9:20am, Wednesday 15th February

  • Scaling Content Development Through Automation

    by Joe Wikert, Robbie Allen and Kristian Hammond

    The fundamental challenge with all publishing models is they are not very scalable. Writing content has been viewed as a singular event that is performed by a single person. In order to grow the amount of content a publisher creates, they have to pay more people to create it.

    Now it is possible for software to change that. Robbie Allen’s company, Automated Insights, has done this to great effect by creating over 100,000 articles covering College Basketball, College Football, NBA, MLB, NFL in a 10 month period with just 10 people. They are now branching out beyond sports into finance, real-estate and government.

    Our other speaker for this session, Kristian Hammond, is the driving technical force behind Narrative Science’s authoring engine. Kristian will present how this new company is dramatically changing how news content is being created both from data and social media and how publishers can take advantage of this trend.

    The session will be moderated by TOC chair Joe Wikert and we look forward to plenty of audience participation in the discussion.

    At 8:30am to 9:20am, Wednesday 15th February

  • Beyond "Discovery" - Understanding The True Potential of an Insight-orientated Publishing Environment

    by Kristen McLean

    As anyone who has attended a publishing or development conference in the last few years will tell you, DISCOVERY is the one word which is repeated over-and-over. But until this point, we have been thinking about Discovery in one way only: “How will consumers discover [and purchase] my book/app/website, and how can I influence that?” In this session we will move beyond the buzzword of “discoverability” toward a deeper examination of what true discovery means for key stakeholders—publishers, authors, readers, content partners, and how this insight can transform our entire approach to the future publishing model.

    At 9:20am to 10:05am, Wednesday 15th February

  • Consumer Attitudes Toward eBook Reading

    by Len Vlahos and Kelly Gallagher

    Peel away both the hype and the cynicism and find out how consumers are actually using e-readers and consuming digital content. Presenting results from the first fielding in the third volume of Consumer Attitudes Toward E-book Reading, representatives from the Book Industry Study Group and R.R. Bowker will provide a window into the mind of the e-book consumer. From e-reader preferences to price sensitivity, learn what end users really think. Plus, for the first time ever, results from Bowker’s International E-book Monitor will be shared, helping put the U.S. experience in the context of the global marketplace for digital products.

    At 9:20am to 10:05am, Wednesday 15th February

  • Making More of Content in Education

    by William Chesser

    The transformation of publishing currently under way has demonstrated the viability of books in the digital age. As the publishing landscape continues to shift and student learning habits are moving the way of digital, how are education publishers developing content that provides interactive learning experiences? How are publishers reaching new markets and institutions around the world? Is working with a third party to enhance content the right choice? This session will provide answers to these questions and more, and will outline e-textbook development and distribution strategies that publishers are using to make the most of their content.

    At 9:20am to 10:05am, Wednesday 15th February

  • New Ways to Sell - Aggregated Content, Paywalls, Subscriptions, and More

    by Tomáš Bella, Richard Nash and Justo Hidalgo

    At 9:20am to 10:05am, Wednesday 15th February

  • The Future of Education is Touch

    by Björn Jeffery and Nat Sims

    Several trends are combining to rapidly push educational publishers in new directions: The future of educational media is digital. The future of digital is mobile, and the future of mobile is gaming. Touch screens will be not only the dominant gaming platforms, they will be the dominant educational platform too. There’s money to be made—and children to be educated.

    All this we know. But what does this mean for traditional educational publishers? What does this mean for game designers, and for makers of children’s digital content?

    I have worked in educational software design for twenty years, and I have never seen the industry better funded or more befuddled. At Night & Day Studios we have pursued development of our own mobile content, but increasingly, we are licensing brands and making partnerships with large, traditional publishers to bring their content to mobile devices.

    No one knows what the business deals should look like. No one knows what a branded educational game should be. In the great majority of cases, neither educators or really traditional publishers are really in control of the games that are being made or the revenues that are being generated.

    The great majority of mobile software publishers are small companies without the reach, channels, or back catalog of the big publishers. But the developers are quick and cheap and experts in their brand-new fields. In short, the two companies need each other.

    What do the children need? Are there lessons we can take away from the last twenty years of educational software publishing-from CD-ROMs to A/R games-that can successfully guide the way we design, develop, and deliver fun and educational experiences to our children? Are there particular attributes of touchscreen mobile devices that can let us do something new?

    It is more than just the technology that has changed: Can a heavily branded game from a major publisher still deliver innovative and effective educational experiences with lasting impact? Can we actually improve the lives and knowledge of our young people, while making money at the same time? How will we know if we have succeeded?

    We will discuss our experiences in creating new business models around licensing and content partnerships; in designing our products on principles of cognitive development; in bringing mobile content to the global market; and in developing the analytics to measure actual improvement in the minds of users.

    At 9:20am to 10:05am, Wednesday 15th February

  • Accessibility in a Multimedia World

    by George Kerscher, Larry Goldberg, Betsy Beaumon, Adam Witwer and Katie Cunningham

    Just as the challenge of making text accessible digitally can now be met through an effective implementation of EPUB 3, the new world of enhanced eBooks and apps are posing a fresh challenge to making “books” fully accessible for readers with print disabilities. Enhancements such as more extensive use of images and graphics, multimedia and interactivity make it difficult or impossible for these individuals to access the growing array of digital products for education and beyond.

    This panel will discuss initiatives currently underway to make images accessible and the opportunities and challenges of accessible multimedia, including the advantages accessibility brings to a general audience, such as searchability. In addition to making publishers aware of the foundational challenges and best approaches around creating accessible images, discussion will cover Benetech’s DIAGRAM Center, a five-year R&D initiative to create tools, processes, and standards for publishers to build accessibility into their workflow. DIAGRAM was launched in mid-2010 in partnership with WGBH’s National Center for Accessible Materials and the U.S. Fund for DAISY. Such developments as creating image descriptions, tactile graphics (from Scalable Vector Graphics) and the ability to read and solve mathematical equations will be covered.

    Included in the presentation will be a demonstration of the new software tool, “Poet,” a web-based tool that allows image descriptions to be created by an author, or later via a crowd-sourced approach, then read by specialized and commercial hardware and software. An O’Reilly author will do a demonstration of how Poet is used to add image descriptions to a book. Tobi, the software tool to author DAISY multimedia will also be covered.

    At 10:35am to 11:25am, Wednesday 15th February

  • How Consumers Discover Books Online

    by Otis Chandler

    As the number of bricks-and-mortar bookstores shrinks and ebook sales increase, consumers are increasingly discovering books to read online. Even book recommendations from friends and colleagues are often delivered online via social networks.

    Otis Chandler, CEO of Goodreads, would like to provide an in-depth quantitative and qualitative analysis of consumer behavior in discovering books online. Who is searching for books online? What are their personas? How are they discovering books? How many are they discovering, and how many do they go on to read? Are there strong influencers? What factors can help a book get discovered online? How is the picture different for books in the head vs the long tail?

    With over 11 million books cataloged and 12MM visitors in Aug 2011, Goodreads is uniquely positioned to provide valuable insight on how consumers discover, discuss, and share books online. We will also incorporate some data from Facebook and Twitter, but we expect most of our deepest insights to come from behavior on Goodreads because we have first-hand access to the data.

    At 10:35am to 11:25am, Wednesday 15th February

  • Mendeley Case Study: How The World's Largest Crowdsourced Academic Database is Changing Academic Publishing

    by Jan Reichelt

    Come learn how the world’s largest crowdsourced database of research literature is changing academic publishing. Jan Reichelt, Mendeley co-founder, will talk about the lessons we’ve learned in building the service and how it is changing academic publishing. Specifically, Jan will discuss how Mendeley’s real-time data on content usage provides never-before-seen insight into how academics collect, read, share, and annotate academic research. How is academic publishing different from mainstream publishing? It’s facing many of the same stressors as publishing moves online, but since academic publishing has typically derived revenue from institutional purchases as opposed to individual ones and because ad revenues don’t contribute as much to revenues, the business models are evolving differently. Academic content is also read more intensively, curated more carefully by end users, and managed with specialized tools, which gives us a unique opportunity to look at content usage at a level of detail not possible in any other industry and to distill some insights that are relevant across all of publishing. If you’re in academic publishing, you should not miss this. If you’re doing any other kind of publishing, you will gain valuable insight into how content is used and shared.

    At 10:35am to 11:25am, Wednesday 15th February

  • New Marketing and Sales Tools for Small/Self-Publishers

    by Beat Barblan

    In recent years, thanks in large measure, but not only, to the strong growth in digital publishing, the number of small/self-publishers has increased considerably. Many new players have entered the field and have added to the ever growing content readers can access in any number of ways both digitally and/or in print. An obvious and persistent question for many publishers, especially small publishers is, “What can I do to improve discovery and purchase of my title? What tools are available that can help my business expand and make it more likely that readers will connect with and want to buy my products?”

    As the US ISBN Agency as well as one of the agencies for a number of newer identifiers in the publishing arena, in the past we at Bowker have talked about how publishers should take advantage of proper identification and metadata submission to improve title discoverability. This year we will focus on a few new tools publishers can benefit from in their efforts to make their titles known and give potential customers the type of information that will help them “get a feel for” and purchase the book.

    This session’s goal is to give you an overview of some of the latest and most inexpensive marketing and sales tools that you, particularly if you are a small or self-publisher, can use to maximize your chances of reaching your potential customers.

    Bowker’s latest MyIdentifiers.com version was released this past October. Stop by for a demo of the new site and to get additional information on our suite of services and products.

    At 10:35am to 11:25am, Wednesday 15th February

  • Real World Agile Publishing

    by Brett Sandusky, Joe Wikert and Dominique Raccah

    In this session moderated by Brett Sandusky you’ll get a behind-the-scenes look at how two leading publishers are implementing the agile methodology in their organizations. It’s easier than you think and it doesn’t require a structural overhaul. Dominique Raccah of Sourcebooks and Joe Wikert of O’Reilly will explain how they’re using techniques like minimum viable products, rapid updates, serialized publishing, and variable pricing for some of their newest publications.

    At 10:35am to 11:25am, Wednesday 15th February

  • Why Context is Everything: Monetizing Meaningful Engagement with Content

    by Erin McKean, Kassia Krozser and Valla Vakili

    At 10:35am to 11:25am, Wednesday 15th February

  • "SILK": The New Way to Convert PDF into EPUB - Quickly and Accurately

    by Baskar Devanathan and Robert Kasher

    ‘SILK’, developed by NewGen KnowledgeWorks, is a new method to convert any Print PDF file into EPUB—quickly, accurately and easily. In so doing, it allows users to dramatically increase the ability of readers to access materials on the new EPUB-based reading devices. Further, it helps publishers to efficiently get content into an EPUB format from PDF print legacy files.

    At 11:25am to 12:10pm, Wednesday 15th February

  • Baby and the Bathwater: New Publishing Models Incorporating the Best of Old Publishing Practices

    by Rafiq Ahmed, Jesse Potash and Richard Nash

    At 11:25am to 12:10pm, Wednesday 15th February

  • Case Study: Experimenting with Print-to-Digital Publishing Models

    by Ana Vela

    In recent past, many smaller publishers tended to wait to see what the larger publishers developed first, and then trailed behind them. Now that new publishing technologies are allowing for more affordable and efficient print-to-digital workflows, smaller publishers can be at the forefront of digital publishing. I want to encourage smaller publishers to be more experimental when deploying new digital products because they have the agility to be more nimble. In order for all publishers to stay competitive in today’s market, it’s becoming more important to stay at pace with new technology for digital publishing.

    Another aspect for a successful print-to-digital strategy, is recognizing a need for change in staff skill set. In the past, you were considered to be either a print professional or a web professional. Now it’s critical to be a dual-platform specialist. Publishing software developers, such as Adobe, are influencing this transition in skills by building software that allows print specialists to create cutting-edge digital products, without understanding coding. Digital work can now be created upfront in the development cycle by print professionals, which changes the role of technology-specific professionals.

    We at National Geographic Learning recognize this shift in environment, and have actively taken steps in developing to new digital avenues. This session is going to be a case study, analyzing the new experimental publishing models we created in our pursuit of developing EPUBs and publishing to tablet devices.

    In the case study, I will discuss:
    why we chose to create EPUBs and publish to tablet devices.
    the new workflows we developed, and what makes them so different from our previous workflows.
    the new skill sets our staff developed and the impact on job roles and responsibilities due to the new publishing models.
    how we changed the roles of our vendors, and how new pricing models were established.
    how our product development teams worked collaboratively to create content that worked in both print and digital platforms, avoiding costly rework.
    the challenges we faced and the lessons learned from our new approaches.

    At 11:25am to 12:10pm, Wednesday 15th February

  • Cracking the Nonfiction Code

    by Michael Tamblyn

    Fiction represents the vast majority of sales in ebooks, with non-fiction maintaining a significantly smaller share of sales than in the “print-and-mortar” world. In addition, nonfiction titles present greater challenges to publishers than a traditional fiction title. Instead translating text on a page, publishers are dealing with sidebars, illustrations, maps, charts, and content traditionally formatted to fit the page of a book, rather than to reflow to devices as disparate in size as a Blackberry screen or a desktop.

    In a rapid-fire, data-rich presentation, Michael Tamblyn will examine the causes of fiction’s early predominance, the device trends that have created the conditions for non-fiction success, the successful strategies Kobo sees publishers employ to drive nonfiction sales, and how the worlds of digital non-fiction and print non-fiction are diverging faster than their fiction counterparts.

    With nearly three years of selling digital books to customers in every country in the world, on every platform possible, Kobo brings a wealth of data from direct-to-consumer sales that attendees literally can’t find anywhere else—the other players aren’t sharing this kind of information, and many of them simply lack the insight on the range of devices or the length of sales data that Kobo can access.

    Drawn from Kobo’s over there years of internation nonfiction ebook sales data, Tamblyn will use hard numbers to answer the questions:

    Do you sell different non-fiction on an eInk reader than on a tablet?
    What were the significant sales spikes for nonfiction titles so far? Are there more on the horizon?
    How publishers have effectively driven nonfiction sales
    The pitfalls any publisher should avoid when converting nonfiction
    Are there any titles that are not worth converting to ebooks?

    At 11:25am to 12:10pm, Wednesday 15th February

  • Hiring, Training, and Managing the Hybrid Publishing Employee

    by Bruce Upbin, Taylor Buley and Jon Bruner

    It’s more important than ever for editors and software developers to understand each other and work together effectively. Enter the emerging role of publishing hybrid: editors who can code and coders who understand the editorial mindset. Coding is an increasingly common part of the editorial skillset, even for those who haven’t studied computer science formally. We’ll talk about who these people are, what they do, and how to manage them to keep them happy and productive.

    At 11:25am to 12:10pm, Wednesday 15th February

  • What's New Copyright?

    by Edward Colleran

    This session will talk about the newest trends in practice and management of copyright, rights, and licensing of content as it pertains to producers and consumers of copyrighted material. The session will also give an update on various copyright issues that could impact our industry.

    Session Highlights:

    Learn about how organizations are finding innovative ways to generate revenue within rights and licensing while delivering quality content
    New technologies impact on licensing including mobile solutions
    Hear of successful case studies.
    Get updated on current legal issues and activities, and learn how international copyright affects your business.

    At 11:25am to 12:10pm, Wednesday 15th February

  • Is SEO Killing America?

    by Clay Johnson

    Search Engine Optimization is a great tool for marketing a content-driven website, but basing editorial and titling decisions solely on what you believe readers are searching for has serious social consequences. Our food providers have tailored products to the taste buds of consumers, with the consequence of food manufactured to be salt-fat-sugar bombs, and an increasingly obese nation. Our news providers are now carefully tailoring content to the clicks of millions of readers, with the consequence of catering to their most base instincts, and churning out information-obese citizens. Certainly there must be a better way. And there is: Clay Johnson makes the case for the “Whole Foods” model of content.

    At 1:40pm to 1:55pm, Wednesday 15th February

  • CEO Chat

    by christophex and Bob Young

    Bob Young, Founder and CEO of Lulu.com in conversation with Christophe Maire, CEO of txtr.

    At 1:55pm to 2:10pm, Wednesday 15th February

  • Meaningful Interactivity in a Mobile World

    by Theodore Gray and Luc Barthelet

    Interactivity can be a gimmick, or it can deepen and enrich the reader’s understanding of important subjects, reach out to new readers, and clearly explain concepts that resist communication through static text alone. The key to meaningful interactivity is the use of tools that allow authors to define and create their own interactive content. For 22 years Wolfram has been developing technology for use by subject matter experts, and we’ll demonstrate how we’re now bringing the full power of our publishing systems to mobile devices.

    At 2:10pm to 2:20pm, Wednesday 15th February

  • Startup Showcase Winner Demos

    Hear a 5-minute pitch from each of the three Startup Showcase winners.

    At 2:20pm to 2:35pm, Wednesday 15th February