Greg Smith on Digital Delivery

OurBlook interview with Greg Smith, chief information officer, George Fox University

What are the benefits of digital delivery for newspapers, magazines, books and other publications?

GS: The obvious advantage would be the reduced expense of physical distribution. This could be the budget lifeline many struggling subscription publications need as they try to adapt to digital only. For books, it does lower the entry threshold for more writers ...　however, best sellers will still require publishing clout.

But the greatest benefit will be saving the newspaper industry. Newspapers not only need the lower cost distribution model but they also need a way to compete for the "timely access to news" market. Newspapers have a tremendous opportunity to re-invent themselves to fit the Internet world of information at your fingertips. A media rich digital version of the newspaper incorporating the latest in their region’s social networking is all that is needed.

What are the drawbacks?

GS: Those who truly love the physical experience of reading a publication will have to adapt. This may mean reduced circulation and if a publication is not able to transition with a digital version that convinces their subscribers to follow, then digital may spell their demise. At least some books will justify providing a printed version, but fewer bookstores will take away another slice of the physical appeal. Let’s hope bookstores can continue to transition to alternative revenue streams so that we don’t lose them all.

What are the benefits of digital delivery for readers?

GS: Digital delivery has not necessarily been a positive experience for readers with early formats　... however, with a real commitment to digital, the quality of the product should turn that around. Readers should enjoy having the convenience of their personal library at their fingertips. And of course those who must carry their publications should benefit from reduced back pain. With progressive Digital Rights Management, DRM, sharing publications and content could be a tremendous positive. Our hopes, though, hinge on digital technology advances that provide a richer, more engaging reader experience.

What are the drawbacks?

GS: I believe the most significant drawback could come from a restrictive definition for DRM. Will readers have as much freedom to manage their titles as they had with paper? Will they be able to share their publications and what if rights expire? However this works out, the control of personal libraries will change and difficulties with archiving and passing along that library may be the greatest drawback. I believe readers must be allowed to own their digital publications, which ideally would mean that they could control their archives, but I fear this may be a freedom lost.

What are the various modes of digital delivery and are there significant differences among them? Is there one particular type of device you think is best?

GS: The type of digital delivery is the most important question. This probably breaks down into a version for subscription and one for purchase models. Subscription publications will strive to make distribution as flexible as possible due to their dependence on circulation driving advertising revenue. The challenge for the publisher of market specific magazines will come from the need to justify advertising revenue based on actual reader click through rather than just the circulation list ... although magazines and newspapers that are able to command a subscription price will still be able to leverage advertising revenue based on circulation. The key to this all: without distribution barriers, the competitive playing field will be leveled favoring the digital presentation as much as the actual content.

Unique publications such as books will be far more concerned about control of the digital object. Of course, efficient distribution models such as from Amazon or iBooks will dominate ... however, they will be most concerned about the DRM. Unfortunately, I believe we will start out with as many restrictions as the distributors can get away with. I do not see the e-reader device as the controller because I do not see the major players designing for that, i.e. Amazon offering an iPad version of its Kindle. Control of the digital object will be handled by the software application. Hence, the e-reader will be selected for affordability for desired features.

Is this nation at the starting point of digital delivery, in the middle of it or at a sophisticated stage? Is there something important that has to be developed technologically for digital delivery to advance?

GS: Our nation is in the middle of digital delivery with respect to paper to electronic transition. There are very few technical questions, most issues have been worked out for all of the other media distributions that have played out in recent years. The only question is which business model to go with. The fact that all the players know what is happening (unlike the RIAA dealing with the music) makes this very interesting. It just comes down to a negotiation about control and profit.

What is exciting is that all sides appear to be anxious because the current model is dying. The greatest desire for the business side would be for technology improvements offering flexibility in managing Digital Rights. Greater control generally restricts sales, whereas less control may mean lost revenue. I like the scenario of less control to promote more readership, even though this generation expects it, I think it is important to keep quality journalism available to the masses.

Is there anything else you'd like to say about digital delivery?

GS: We need to remember that this discussion about the transition from paper to electronic will have major implications for our library system. Libraries both public and institutional are working hard to keep up with all of this change and in some situations it is proving beneficial for them especially with improved access to journals and periodicals. But it will eventually force the redefinition of their overall operation.

The reality of the Google scanning project is that one digital library could serve the world. Libraries need to be protected and not just as a public source for accessing the Internet. The regional access requirement that Carnegie so graciously funded may give way to a master digital repository, but librarians will still be needed to help us manage the immense amount of literary content.

(This is Greg’s second time with us … glad to have him back. He’s chief information officer at George Fox University in Newberg, Ore. He has been a systems consultant with Hewlett-Packard and IT director for the Purdue School of Engineering and Technology in Indianapolis. He blogs at http://ctoatgfu.blogspot.com/)