ALPSP Seminar: Ignore your authors at your peril. Strategies and tactics for building a strong author-focused proposition (1302IAP)

Thursday 28 February 2013 (full day)
Institute of Physics, 76 Portland Place, London, W1B 1NT Tel: 0207 470 4884 (Map)

Strategies and tactics for building a strong author-focused proposition.

Chair: Rob Virkar-Yates, Strategy Director, Semantico Ltd

Overview: Authors are customers too. As the 'author pays' model gains traction, it will be imperative that that scholarly publishers treat authors as their highest value customers and deploy author-centric content and functionality to serve their authors better. Publishers need to ensure that they offer high quality integrated services and experiences across all touch-points from submission to publication and beyond to both build and sustain loyalty. This seminar presents both a strategic and tactical view of how scholarly publishers can build a strong author-focused proposition.

Who should attend: Senior managers who want to understand how they can build a stronger author-focused proposition into their organisation, senior marketers and technologists who would be responsible for deploying campaigns and technologies to deliver the proposition.


0945 Coffee & Registration

1000 Opening remarks and introductions
Rob Virkar-Yates
, Strategy Director, Semantico


1030 The publisher's perspective
Timo Hannay
, Managing Director, Digital Science
One of the consequences of the current shift in scholarly publishing from subscription business models towards open-access publication fees is that our primary customers are no longer readers but authors.  This creates at least two substantial challenges for publishers.  First, authors have more choice, and so wield more economic power, than readers.  And second, the experience of being an author is currently almost uniformly terrible.  As a result, there is a lot that publishers can - indeed must - do in order to better serve their authors.  These range from improving the experience and efficiency of publishing in peer-reviewed journals to not losing site of the fact that authors are researchers too, and their needs go well beyond the relatively narrow act of publishing papers.

1100 Coffee

1130 "Dear Journal" - the researcher's perspective
Steve Pettifer, Senior Lecturer, School of Computer Science, University of Manchester
A Scientist's personal reflections on creating and consuming scholarly articles.

1200 The outsider's perspective
James Kydd
, formerly Brand & Marketing Director at Virgin Media
James will recount some of the initiatives within Virgin Mobile, which led to Virgin Mobile being described by the Sunday Times as the real jewel in the Virgin Empire’s crown.  He will then argue that much of the thinking that led to Virgin Mobile’s success can be applied to the publishing industry as it considers how to deal with the Open Access model.

1230 Lunch


1330 Using the ORCID APIs
Declan Newman
, Head of Development, Semantico Ltd
The ORCID website is only a small part of the jigsaw needed to ensure ORCID's success. The authentication mechanism and APIs play an integral part in the population of data and making it available and usable for everyone.  Declan looks at how developers can capitalise on ORCID's development infrastructure and what the APIs have to offer.

1400 Author-centric tactics and tools
Ian Mulvany
, Head of Technology, eLife Sciences Publications Ltd
What eLife is doing to build and maintain author relationships, with a focus on specific tools and functionalities.

1430 Coffee

1445 ORCID & Scopus
Gillian Griffiths
, Analytical Product Manager Scopus, Elsevier
Scopus to ORCID. In a single flow it helps the author find the right profile and check which publications are theirs, then sends the results to ORCID as well as passing any corrections through the feedback loop. At present it’s the only way to import publications into ORCID, though others will join. Connecting identifiers through this route serves a number of purposes - it introduces authors to ORCID; it introduces authors to Scopus; it helps authors and research administrators to list their work without a lot of typing; it helps authors get credit for their work; it improves the accuracy of the author data and the evaluations derived from it.

1515 Further questions and closing remarks
Rob Virkar-Yates

1545 Close with drinks reception

Registration Fees (including lunch)
ALPSP Member: £200.00 excl VAT (£240.00 incl VAT @ 20%);
Academic: £220.00 excl VAT (£264.00 incl VAT @ 20%);
Non-Member: £335.00 excl VAT (£402.00 incl VAT @ 20%)

Online booking and further information:

Coordinator: Lesley Ogg
Telephone: (0) 1245 260571