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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The NAP’s experiment showed that its audience was willing to accept an electronic version of the work without completely destroying the print sales. The result was increased online traffic and greater dissemination of information. They found the right balance of openness and marketing, and the conversion ratio of visitors to purchasers is growing.
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