Publishers' Outlook 2011
According to West Academic's Justin Hummel, the company's digital tools, such as The West Education Network (TWEN) "are changing how people are using [and] accessing content."
BB: What other trends or opportunities will impact the way you sell materials in 2011?
Spilka: We have initiated a pilot project with DeepDyve [an online STM content rental service] that will make selected Wiley-Blackwell journals available through their "Research, Rent, Read" access model. The project focuses on 26 journals in biotechnology and will evaluate whether DeepDyve's enabling technology and 24-hour, view-only rental access to articles is a useful channel to market in a discipline where researchers typically do not have access to … institutional library [resources].
Jeffrey Mathews, Vice President, Corporate Strategy and Business Development, Scholastic Inc.
➜ Scholastic continues to pursue innovation in book distribution and marketing, reacting to—and influencing—evolving reading habits in a market encompassing everything from picture books to plugged-in teens to young adult titles with not-always-predictable broad cultural appeal.
BB: Which products/segments do you expect will see the most revenue growth in 2011?
Mathews: Young adult (YA) isn't just for kids anymore—YA will produce good results as we continue to see more adults reading this genre and as more e-book versions of YA novels are sold. Multi-media titles such as "The 39 Clues" will continue to be popular with middle-grade readers. Children's e-books (other than YA) will begin to gain traction in 2011 as child-focused e-reader software, apps and devices come to market.
BB: With the release of NOOKcolor and other new tablets, do you expect 2011 to be a breakout year for children's e-books?
Mathews: Yes, the color Nook and other e-readers can now address some of the issues that have, so far, limited children's e-books, but there remain other usability factors unique to how kids and parents read and buy books that will need to be addressed before the market breaks away. Scholastic has announced that we will introduce an e-reader (software) in 2011 that will be specifically designed to meet the needs of children and families.