Web 2.0 For Dummies
Pesce uses the term “enabling technology” to describe the potential of Web 2.0 tools, and strategies to connect audiences and drive user-friendly product development.
“One of the exciting aspects of [using] Web 2.0 [tools] is that our relationship with customers is [now] much more collaborative and much more dynamic,” he says. In STM, for instance, having the capability to derive information on how publications are used—which parts are most accessed and when—is essential to enhancing the publications’ functionality. The “Frommer’s” travel guides have benefited tremendously from upgrades to the “Frommer’s” Web site, which, in addition to blogs, customized PDF guides and interactive maps, takes full advantage of travelers’ passion for sharing stories and information through forums, trip journals and other community-building features.
“Some think that online cannibalizes print. No doubt, in some cases, you lose print revenue. But we’re finding, in many cases, we have rapidly growing Web sites along with best-selling books. [The “Frommer’s” Web site] reinforces the brand of “Frommer’s,” often ending up with users buying the print version … and of course, we also are beginning to generate a stream of online ad revenue,” Pesce says.
A Big Plus
Wiley’s fastest-growing digital initiative and media platform, and one of its most ambitious digital initiatives to date, resides in the company’s higher-education business. WileyPlus, a sophisticated suite of online and print products, provides customizable content and course materials across 16 academic disciplines.
According to Bonnie Lieberman, senior vice president of Wiley’s higher-education business, the WileyPlus concept originated seven years ago with eGrade, a
homework-, quiz- and exam-grading system for calculus, and expanded as Wiley recognized the need for faculty to have an integrated suite of products to facilitate classroom multimedia and online instruction—sort of a Microsoft Office for coursework that also delivers content and pedagogy as well as the environment and tools.