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2005 Top Management Roundtable
September 7-9, 2005
Four Seasons Hotel
Philadelphia, PA
Cochairs:
Isabel Czech, Director of Publisher Relations, Thomson Scientific
Janice Fleming, Vice President, Planning & Development, Cadmus Communications
Nancy Rodnan, Director of Publications, American Society for Biochemistry and Molecular Biology
TMR 2005 PROGRAM
Ask and they shall deceive: How what we ask drives what they tell us, and why it's mostly useless
Kent Anderson, bio Executive Director, International Business and Product Development, The New England Journal of Medicine
Readers, authors, librarians - they are our customers, and we regularly survey them, invite them to focus groups, interview them, attend meetings with them, run usability studies, and otherwise try to understand how they perceive our publications and products, and what they want next. Yet, more often than not, the data we get is difficult to interpret, and can provide as much misdirection as clear direction (and it's hard to know which is which). In this session, a publisher who is passionate about this topic and publishing innovation in general, will try to pull together leading-edge research and models for getting to the bottom of how customers think, how you can penetrate their layers of conscious thought and ego-driven misdirection, and get to fundamental perceptions, aspirations, and emotional drivers that can be used to make your publications more effective, appealing, and useful. Cases will be used to illustrate how these insights hide out within interactions and how they can be capitalized upon. In addition, the session will cover how to make your organization more receptive to these inputs, from how to select the right staff, how the publisher's bargain is changing in key ways, and what you should be doing today to prepare. Finally, through a quick exercise, participants will try a technique or two, and see how this might work.
Online searching de-mystified or re-mystified?
Librarian: Margy Grassberger, bio Manager, Information Services, Thomas Jefferson University
Researcher: Carol Beck, bio Assistant Professor, Biochemistry & Molecular Pharmacology, Jefferson College of Graduate Studies
Graduate Student: Tania Mucci, bio Student, Jefferson Medical College, Class of 2008
How do end-users find information online? How do they really execute their searches? What approaches do they prefer and when do they feel their searching has been successful?
This unique session will show us how three end-users, a librarian, researcher, and graduate student, take the same research question and go online to find the answers. Fascinating real-life search preferences, frustrations and outcomes will be presented.
Ethics of medical and scientific writing
Arthur Caplan, bio Emanuel & Robert Hart Professor of Bioethics, Chair, Department of Medical Ethics, Director, Center for bioethics, University of Pennsylvania
Why can't the media get medicine and science right: the ethics of writing about medicine and science.
Connecting the dots of research
Ray Evergam, bio Director of Publications, American Society for Cell Biology
A prototype will be presented of how a 'radial journal' can be defined and how it might operate. The prototype will result from specific usability assessments directed toward researchers and from the selection of appropriate added-value information content to accompany journal articles. Also, the prototype will illustrate how aggregated concepts from articles can lead to gleaning new relationships among information. Finally, the prototype will illustrate the potential value of adding new technologies to a scientific journal.
Science for the masses
Julia Schulhof, bio V.P. Business Development, ScienCentral, Inc.
Can 90-second video clips on published research papers, wedged between the weather and news of celebrity pregnancies, actually pique the average Americans' interest in science? ScienCentral, a small independent TV producer, has teamed with two major TV networks and science journals, and discovered that "giving 'em what they want" is an excellent way to begin to engage millions of Americans every day with the results and process of scientific research studies. The impact of ScienCentral's videos shown on commercial local TV news has been evaluated, and the results are exciting. Now, we're taking our videos to new venues, like science museums, and looking to new platforms, as the news business changes. Each step of the way, we evaluate the impact on our audiences, and aim to challenge thinking on "informal" science education.
RSS and the end-user experience: Multiple ways end-users can access your content using RSS
Hai Tran, bio Executive Vice President, Business Development, Cadmus Communications
As publishers continue to evolve their business models to being more content centric and less print centric, many are moving toward the concept of multiple channels to market for their digital content. This concept builds upon the notion that publishers need to enable content consumers to access content through whatever distribution channel is desirable to end-users. This strategy is gaining acceptance due to the practical challenges end-users are struggling with relative to information overload, from SPAM, to the exponential growth of digital technologies around content to the dynamic, increasing pace of change. One of the recent technologies around content distribution that may address these challenges is RSS. In this session, we will explore RSS from an end-user perspective and provide some interesting models with regards to the various end-user experiences in using RSS to access information.
John Shaw, bio Manager, Publishing Technologies, Sage US
RSS has been around since 1997 but has exploded into our marketplace of the past year. Everyone from the BBC, Disney and ipodcasts are distributing RSS feeds. Why should we give it respect and what will it do for us?
This session will discuss what all the hype is about surrounding REally Simple Syndication (RSS) and why you should deploy it for your scholarly journals and books. We will look at the origins of RSS, where and how it is currently being used, and how it can raise awareness (and possibly even usage stats) to your journals. A case study of how SAGE Publications has piloted RSS feeds for a few of their STM titles and social science titles and the preliminary results will also be reviewed.
Making the invisible visible - extending your reach through Google
Cathy Gordon, bio Director of Business Development, Google, Inc.
Google reaches hundreds of millions of users in all parts of the globe. Based on our mission of "making the world's information accessible and useful," we are making "invisible" content searchable through Google web search, Google Scholar, Google Print, and Google Libraries. But, making the content searchable is only the first step. This talk covers Google's relationships with publishers in these initiatives, how the programs work, including the various business models being used, feedback on the success of the programs, and observations on publisher opportunities.
patientINFORM: Please meet your latest new market
Peter Banks, bio Publisher, American Diabetes Association
Research shows that Internet users frequently go online to find information about specific health conditions, research a diagnosis or prescription, prepare for a doctor visit or surgery, or get advice or emotional support for dealing with a health condition. Unfortunately, even Web sites with readable scientific and medical content are often poorly designed to empower patients, because their developers pay too little attention to online users' educational and cultural backgrounds and emotional and cognitive states. A new online health initiative, patientINFOR, will address these limitations by coupling new, clinically relevant biomedical research with the context, interpretation, and support needed to meaningfully empower patients.
Open Access is it impacting our end-users?
Marie McVeigh, bio Citation Development Manager, Thomson Scientific
Thomson Scientific (formerly ISI) is a long-time provider of valued industry metrics. What are their metrics saying about the impact of Open Access? It's still early and the metrics may be young, but publishers are eager to see any data that may help explain new behaviors in the marketplace.
What doors does Open Access close?
Richard Newman, bio Director, Online Business, American Medical Association
Will the Open Access movement mean only wonderful things for users? Boundless access to information? More money for vacations, less for journals? Or is there a down side, too? This presentation will examine Open Access from the end-user (reader, author) perspective, noting the good and the bad.
TMR Wrap-Up
Robert Kelly, bio Director, Journal Information Systems, American Physical Society