1. It’s all about merchandising Dr. David G. Durand Tizra Inc.

2. Confidential, Tizra Inc. Overview  General crankiness  The world as I see it  Some things for publishers to do  A word from my sponsor

3. Confidential, Tizra Inc. Speed and Flexibility

4. Confidential, Tizra Inc. Speed And Flexibility In Publishing

5. Confidential, Tizra Inc. Why the fear?

6. Confidential, Tizra Inc. Danger  Cannibals  Pirates  Giants  Relevance  Value  Cultural Revolution Apocalypse

7. Confidential, Tizra Inc. I Start with Books

8. Confidential, Tizra Inc. What do people do online?  Everything!  Reference  Task Completion  Discovery  Media shift

9. Confidential, Tizra Inc. Sales doesn’t have to be tacky

10. Confidential, Tizra Inc. Utility is a two-way street  What can you measure?  Can you identify your readers?  Can you tell what they read?  Can you deliver everything they might need?

11. Confidential, Tizra Inc. Experiment or die!  Give them what they want!  Based on what they do  Who they are  What they want to pay

12. Confidential, Tizra Inc. What is the experiment?  How to get money from online products  Not if online products can make money  Revenue is the metric

13. Confidential, Tizra Inc. It’s about Merchandising… and packaging  DON’T  compete with Google in piling stuff up!  DO  Compete with them in offering products  Compete with them in offering deals  Co-market to make bigger products  Use them to find customers  Pay attention to the data  Take control, and then relinquish it!

14. Confidential, Tizra Inc. Publisher Brands  Publishers have no brands  Kluwer  Reed-Elsevier  McGraw-Hill  Publishers have strong brands  O’Reilly  Yellow Books  Association for Computing Machinery  Actually most publishers have many brands  Series  Subject areas

15. Confidential, Tizra Inc. Ideas  Ad-supported content  Individual subscriptions to content  Institutional subscriptions  Search engine exposure  Chapters and chunks  Multi-packs  Subject collections  Distinctive sub-brands  Coupon Codes  Free samples  Statistics  Downloads  Page-limited access  Print/Online bundles  Affiliate networks  Cross-selling with competitors  Reader re-packaging

16. Confidential, Tizra Inc. The Tizra Engine The 5-minute site

17. Confidential, Tizra Inc. Tizra Engine Manage product, your table of contents

18. Confidential, Tizra Inc. END