Optimizing Your Web Presence
Michael Jensen, the director of Web communications and director of publishing technologies for The National Academies Press, talks about the continuing digital evolution of STM publishing and shares five insights for publishing management.
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Don’t be afraid of electronic distribution—make your content available online, because it’s the best way to appear on radar screens these days. For smaller marketing departments, it’s the best way to market your books. So says the
National Academies Press’ (NAP) Michael Jensen.
“You have to give material to search engines to munch,” he says. “Content is its own best advertising. That’s only going to increase in significance. Most people feel like once the PDF gets out there, suddenly the market will dry up, [but] it’s demonstratively not true. I don’t know of an instance where somebody made the material available for free and sales went down. I know a lot of instances where the reverse is true. Certainly our experience is that way.”
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