Web 2.0 For Dummies
As WileyPlus has grown, it has drawn from strengths in other areas of the company, from adopting journal-pricing models and online platforms established in STM, to working with editorial staff to figure out how to best adapt content to the medium. In the future, Lieberman says, WileyPlus will return the favor, providing a structure that can be adapted to deliver content through other business models within the company.
The service offers a peer-to-peer network of instructors who help each other effectively integrate the technology into courses. Also embedded within WileyPlus is a tutorial feature, “WileyPlus For Dummies,” that can be downloaded in PDF format or ordered as a print edition. The book is identical in style and format to the company’s other “Dummies” offerings.
“We thought it would be great to give faculty a manual in print, and there’s nothing with greater recognition than the ‘Dummies’ brand,” Lieberman says. “People love that book—it’s something we give to faculty so that they can get up to speed quickly.”
Strike Up the Brand
“WileyPlus For Dummies” illustrates the potential for brand promotion across businesses, even in a global company.
“I think branding matters today more than ever, because of the wide array of content choices,” Pesce says. “There are only a certain number of hours in the day, and if I need to gain access to something, I will go somewhere I’ve gone before.”
Wiley’s highly regarded stable of brands, which in addition to “Frommer’s” and “For Dummies” includes the “J.K. Lasser” tax publications, “Webster’s New World,” Wiley InterScience and the medical journal, “Cancer,” are trusted sources that audiences turn to in order to address specific needs.
Maintaining and building that audience, however, requires an attention to delivery modes that coincide with the ways people access and use information today. It also requires an entrepreneurial approach to publishing that can identify consumer needs and build a name around the fulfillment of those needs.