Business Models, Commerce, Controversial Topics, Marketing, Reading, Social Role, Technology, World of Tomorrow

A Library Card Under the Christmas Tree

A&P, COFFEE, SANTA CLAUS
Image by George Eastman House via Flickr

As the holiday season approaches, many of us will be writing Santa with special requests for gifts.

All I want for Christmas is a library card.

Yes, yes, of course I have a library card, but that card is to my hometown public library.  I love our little library, but what I really want is remote access to the digital collections of the University of California,  one of whose campuses is a mere 100 yards from my house.  As I do not have a university affiliation, the only way I can use the digital collections is to go on campus and use a computer within the walls of the library.  This would not be so bad if I were involved with a research project that required me to spend the better part of a day at the library, but for the most part my research needs are one-shot questions — the need to look up a single article from a journal, perhaps, or a desire to check out the etymology of one word in the Oxford English Dictionary.  Remote access would be a godsend — or a Santa-send.

It’s mind-boggling that I cannot obtain it at any price.

Santa, I have been real good this year!

I can hear the objections from non-elves already.  I could purchase individual subscriptions to the publications, but no one who has added up these figures seriously believes that individual subscriptions are an option except in those cases where the individual requires not casual use of a publication but concerted, professional use (e.g., a library consultant who might subscribe to a journal on collection-building).  The cost of an annual subscription for individuals to the OED, for example, is $295 per year. If you look up a handful of terms in the OED each week (a credible definition of non-professional use), you begin to do the arithmetic:  $3 per look-up?  $5?  For this reason, most individuals make a default decision — subscribe to a handful of heavily used publications, get unauthorized access to materials that are too dear to purchase, and use the free, if often unreliable, resources of the open Web the rest of the time.  I suspect that the goal of unauthorized access accounts for a certain number of liaisons with librarians that are, as they say, “not in the catalog.”

Objection #2:  That’s why we need open access.  Maybe so, but it is hard to envision a method by which the world’s publications suddenly became available free of charge for the casual user.  Whatever one thinks of the social or moral aspects of the world of publishing, as a practical matter, access is a privilege.

Many people are knocking at the door, but only a few (those with access privileges) get in. As a businessman, I sense an opportunity here: How to monetize the pounding at the door?

One proposed solution comes from the library world.  Many librarians would like to be able to grant remote access to their collections for their institutions’ alumni, and alumni are willing to pay an additional, if modest, fee for these rights.  On the surface, this sounds like a neat solution.  A library already has much of the infrastructure in place:  subscriptions to publications, a means to make digital collections available remotely, and authorization schemes to determine who is and who is not an authorized user, not to mention years of experience in determining what materials are worth including in a collection.  Thus, a publisher that charges, say, $1,000 for an annual subscription to a library may grant alumni rights for an additional 10%.  This is potentially found money for the publisher and an additional service that universities could provide to their alumni, who may demonstrate their gratitude with donations—which could be used to purchase more publications.

On closer examination, however, it becomes clear that enabling libraries to become broader resellers of materials is not in the publishers’ interests.  The reason for this is that however one defines the relationship between a library and its parent university, a library is not the center of the universe.  (Whenever I talk to librarians about this relationship, I’m reminded of the incessant punning on “universe”/”university” in John Barth’s novel “Giles Goat-boy”.)  Alumni go out in the world to take jobs at corporations like Merck, Microsoft, Fujitsu, and countless others, where publishers have assiduously developed markets for their materials. An undergraduate who gets access to Lexis-Nexis may go on to become a senior partner at a Wall Street law firm, where the fees paid to Lexis-Nexis are staggeringly high.  If undergraduates carried their institutional access privileges with them through life, the markets for the sale of publications to the corporate and government sectors would collapse—and likely lead to a huge price increase to academic libraries to offset the loss.  While some publishers, particularly those with little or nothing in the way of corporate or government sales, may eventually decide to grant alumni rights to libraries, this will at best be a solution with gaping holes.  So, once again we are back to a library bypass strategy, which, I repeat for the umpteenth time,  is the single most pressing item in the world of scholarly communications today.

But still there is that knocking at the door.  It’s time for publishers to join hands and create a consortium whose aim is to monetize users like me, people who have a need to get access to the vast collections of a major university library, but whose anticipated use of any single publication is modest.  This is a prospective market segment that will pay for information—it is, in other words, a market and not an unfunded social need.  Consortia have served publishers well in other areas; consider CrossRef,  the Copyright Clearance Center, and the recent development of CourseSmart, a joint venture of the major college textbook publishers, whose goal is to advance the sale and use of digital textbooks.   A carefully planned joint venture could open up a new market segment.

Let’s imagine that all the publishers that currently market digital resources to academic libraries were to participate in the consortium.  For the price of a single subscription, an individual would then get remote access to a digital library on the scale of Harvard’s or the University of California’s.  The cost of a subscription would not be inexpensive — $500 a year?  $1,000?  Identifying the right price (or prices, as there could be a tiered model for users who access the service more heavily) would be an interesting exercise; perhaps there could be some guidance by deriving the allocated cost per undergraduate for the use of the library at a research institution.  But whatever the price, the proceeds, after subtracting the cost of operating the service, would be shared pro rata by the participating publishers.  My $1,000 subscription might yield $50 to Oxford University Press, $75 to Elsevier, and $2 to the Bulletin of the Atomic Scientists.

The reason publishers resist this kind of formulation is that they mistakenly add up the value of all the content they create (which is indeed worth a tidy sum) and confuse that with the amount of time an individual actually has to spend with any single publication.  Few people who are not themselves academics or professional researchers spend many hours doing research.  They can’t, as their days are filled with meetings, phone calls, email, and traipsing to and from airports and trade shows.  The question for publishers to determine is not how much is a publication worth but how much of an “information tax” they can reasonably impose on one hour of my time.

There are publications for which this will not work, namely, any publication that already has an established consumer market.  Let’s say (picking a few publications at random) that the Economist, the Chronicle of Higher Education, the Wall Street Journal, and the New York Review of Books were to be included in the service.  This would lead to many cancellations of subscriptions to those products in favor of the omnibus subscription to the consortial service (assuming no atavistic yearning for print editions).  The profile of a target publication for this service is one that is delivered electronically, has a casual readership beyond the world of specialists, and has little in the way of individual subscribers.

Even if publishers are cool to the idea of working jointly, they should consider the comment of Professor Stevan Harnad, who, speaking of another program to reach a new market segment, notes that such initiatives could hamper the movement for open access to research literature:

The current bids to “monetize” the existing OA content — whether from OA journals or from OA repositories — are likely to reduce the momentum (from both users and authors) to provide that missing OA content, as well as to reduce the institutional and funder momentum to mandate that they provide it.

I couldn’t have said it better.

Santa, it’s time to make the North Pole into a sustainable business.

Reblog this post [with Zemanta]

About Joseph Esposito

I am a management consultant working primarily in the world of digital media, software, and publishing. My clients include both for-profits and not-for-profits. A good deal of my activity concerns research publishing, especially when the matter at issue has to do with the migration to digital services from a print background. Prior to setting up my consulting business, I served as CEO of three companies (Encyclopaedia Britannica, Tribal Voice, and SRI Consulting), all of which I led to successful exits. Typically I work on strategy issues, advising CEOs and Boards of Directors on direction; I also have managed a number of sticky turnarounds. Among other things, I have been the recipient of grants from the Mellon, MacArthur, and Hewlett Foundations, all concerning research into new aspects of publishing.

Discussion

14 thoughts on “A Library Card Under the Christmas Tree

  1. In theory there is no reason why your public library shouldn’t have a subscription to the OED online is there? Westminster libraries in the UK, which I am a member of, certainly does.

    I do agree though that for a lot of scholarly resources it is almost impossible to get access unless you become some sort of affiliate of an academic institution – sometimes you can do this as an alumni for a fee that isn’t too prohibitive, but then you may find the library doesn’t always have exactly the resources that you want.

    Posted by Mark Lord | Dec 1, 2009, 10:20 am
    • Hi Mark

      Were you able to join Westminster Libraries online from the US? They seem to be restricting membership to UK residents.

      Posted by Ged Welford | Dec 2, 2009, 7:07 am
  2. You sound like the ideal customer for DeepDyve. Instead of a subscription, would an inexpensive pay-per-view or rental plan suffice? Instead of paying $1,000 per year to join a library’s access, would access to 500 articles at $2 each work instead? 200 articles at $5?

    Posted by David Crotty | Dec 1, 2009, 12:02 pm
  3. David,

    Santa asked me the same question. I disclosed to him that DeepDyve is a client of mine, which met with his approval. In fact, if more publishers worked with DeepDyve’s program, Santa would be able to leave room on the sleigh for other things, such as outstanding bibliographical records for scholarly books and archival quality digital scans of primary source material. I wish more publishers understood that I am a customer, too, or would like to be. Why won’t anybody take my money?

    Posted by Joseph Esposito | Dec 1, 2009, 5:54 pm
  4. The real issue here is not the cost of the e-resources. The real cost is the support which would include having to provide authenticated access to a large user base — on a world wide basis as well as librarian support (e-mail/chat/whatever) to a huge user base of inexperienced users.

    The only sensible approach, as seems to be suggested here, is to have a third party provide access (and support) for a fee — part of which could be rebated to the participating institutions.

    For example, you might pay $500 yearly to access Harvard’s Library. Harvard gets a percentage, the company deals with the technical/support issues. It could, in effect, be invisible to the librarians and university users — except for that nice yearly revenue check.

    Posted by Karl Bridges | Dec 2, 2009, 9:06 am
  5. Send a copy of your drivers license, a filled out application form (available online) and a check for $40.00 and you can have access to all the Houston Public Library offers to users with remote access. Including the OED. To use that tired library phrase check out all it has to offer.

    Enjoy!

    Posted by Carol McPherson | Dec 2, 2009, 6:41 pm
  6. At the Univ. of Arizona we provide access to the Alumni versions of Academic Search (Ebsco) and Business Source Complete–for our alumni. They are subsets of the full databases.

    Posted by Doug Jones | Dec 2, 2009, 8:37 pm
  7. It sounds to me like what you really want is a monthly subscription to a university and all of the intellectual resources at the university. I think you’re talking to the wrong group of people. Why can’t you pay a monthly fee to the UC system and get access to their collections and the services they’ve aggregated? You should be asking for a digital health club model from UC, not a consortium of publishers.Talking to publishers assumes that everything you want is owned/provided by publishers, I’ll bet that’s not completely true now and will become significantly less true in years to come.

    Posted by Todd McGee | Dec 4, 2009, 2:51 pm
  8. No, I do not want a subscription to all the resources of a university. That is too much to ask for. And I have tried to subscribe to the electronic resources of academic libraries, but the collections available to “outsiders” like myself are pretty limited (typically a ProQuest aggregation and the OED). It is true that in time formal publishing will account for a smaller proportion of the universe of information, but that is even more true of libraries, as open access initiatives make the residence of a document at a particular institution less meaningful. No, this is a publishing problem and requires a publishing solution.

    Posted by Joseph Esposito | Dec 6, 2009, 12:20 pm
  9. Are you positive that your local CA public library doesn’t have databases available with at least some of these resources? My library in MN has access to the Economist, the Chronicle of Higher Education and the Wall Street Journal*. These are paid for by the state (http://www.elm4you.org/), so even the tiniest library in MN can access them. We don’t have the OED online but another library in the area has it. They allowed me to pre-register online and use the databases before I was able to go there physically.

    I would double-check with your librarian to see if they have such access, or there may be a nearby library you can receive borrowing privileges from (or ask here: http://www.asknow.org/libraries.cfm). Public libraries are not always the best at advertising their online resources. If not, it seems to me to be an issue with the state of CA not supporting lifelong learning, and taxpayers might want to ask their legislators whether they shouldn’t have access to at least some databases when their taxes go to the university system.

    *I can’t find a database that contains NYROB (http://cufts2.lib.sfu.ca/MaintTool/public/search). Maybe U of C subscribes to the online version?

    Posted by ash966 | Dec 16, 2009, 2:07 pm
    • Thank you for this helpful comment. Indeed, my public library does indeed have quite a few electronic resources, but they are limited in both quantity and scope. There is an aggregation from either ProQuest or EBSCO, the OED, and many other things, but I can’t get access to most of the journals I would like to see. The fact is that even a well-supported public library is no substitute for the library of an academic research institution. And I repeat: it’s not as though I want access for free. I am willing to pay for this, but no one will take my money.

      Posted by Joseph J. Esposito | Dec 16, 2009, 4:50 pm
  10. My husband and his brother were adopted by two separate families at birth, and have never met or even seen each other. For quite some time, my husband had wanted to find the final piece of the puzzle, which would be searching for his brother. I told him one of the quickest ways to search for him, would be by making use of a us public records search. This would save him valuable time and money. It took only a few months, and my husband was able to make contact with his brother. Next month his brother is flying out to spend a week with us.

    Posted by Terence Ahhee | Apr 25, 2010, 6:12 pm
  11. The San Francisco Public Library has pretty decent electronic holdings that can be accessed remotely with authentication with your library card number… you don’t even have to be a San Francisco resident (but you have to get an SF library card). Only down side is some of these resources are limited to a small number of simultaneous users.

    Posted by Jeff Hester | Jun 11, 2010, 6:32 pm
  12. santa asked the same question.In fact, if more publishers worked with DeepDyve’s program, And I have tried to subscribe to the electronic resources of academic libraries, but the collections available to “outsiders” like myself are pretty limited (typically a ProQuest aggregation and the OED). It is true that in time formal publishing will account for a smaller proportion of the universe of
    information.

    Posted by DJ Hire Sydney | May 23, 2012, 1:28 pm

Side Dishes by Stewart Wills

Find Posts by Category

Find Posts by Date

December 2009
S M T W T F S
« Nov   Jan »
 12345
6789101112
13141516171819
20212223242526
2728293031  

The Scholarly Kitchen on Twitter

SSP_LOGO
The mission of the Society for Scholarly Publishing (SSP) is "[t]o advance scholarly publishing and communication, and the professional development of its members through education, collaboration, and networking." SSP established The Scholarly Kitchen blog in February 2008 to keep SSP members and interested parties aware of new developments in publishing.
......................................
The Scholarly Kitchen is a moderated and independent blog. Opinions on The Scholarly Kitchen are those of the authors. They are not necessarily those held by the Society for Scholarly Publishing nor by their respective employers.
Follow

Get every new post delivered to your Inbox.

Join 14,462 other followers

%d bloggers like this: