Web 2.0 For Dummies
A recent example of this came with the November 2007 launch of Fisher Investments Press, a joint initiative between Wiley and Fisher Investments, a Woodside, Calif.-based money-management firm.
“We did a book with [Fisher Investments CEO] Ken Fisher, which was very well-received,” Pesce says. “We decided to go beyond simply doing another book to building an imprint around the Fisher name.”
By building an “umbrella brand,” Pesce says that Wiley can draw on the expertise of the investment firm and be creative in developing new franchises and platforms for reaching customers. As with the company’s other brands, the franchise can build a level of trust and establish consumer habits that reach across delivery platforms.
“People talk about whether content or delivery matters more, but it’s really not an either-or equation,” Pesce says. “Years and years ago, it was all about content. Today, content is as important as ever, but successful publishers need to have content delivered in ways that are convenient to people.”
Pesce says successful publishing usually begins with editors who know the competition, the trends and the authors, but that not all new product ideas are developed that way.
“One of the things we feel strongly about is that [product development] has to be a collaborative effort between editorial, production, sales and marketing. These are diverse, but complementary skills,” he says.
“When I talk about challenges, I do that in the context of the fact that I’m the 10th president of a company that’s been around for 200 years,” Pesce says. “One of the things I’m particularly proud of … is that Wiley tends to look at challenges and opportunities over the long term, not just quarter to quarter.”
The Blackwell acquisition moves Wiley into a new era, even as the company steps up efforts to digitize scientific journals dating back to the company’s beginnings. Researchers will eventually be able to type in a word and search across the entire body of work from Wiley and Blackwell—a combined total of 310 years of publishing.