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Online Communities Academic Publishing Perspective

Explore the impact of online communities in academic publishing, from motivations to benefits and future opportunities. Discover how publishers are leveraging interactive platforms to enhance engagement with readers and expand content reach.

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Online Communities Academic Publishing Perspective

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  1. Online CommunitiesAcademic Publishing Perspective

  2. Defining Online Communities • What is an online community? “A publisher-owned website/platform that offers a common interest around which the community is themed, with interactive communication between the organization and community members and between the members themselves.” • Context for academic publishers

  3. Background and Methodology • Why investigate online communities? • PCG’s research builds from an earlier study conducted with Bowker Market Research • Online survey of 15 questions primarily geared toward academic publishers

  4. What does research address? Questions the research is looking to answer: • How many publishers currently have online communities? • Reasons for development of online communities? • Measurable benefits achieved from online communities • Opportunities for growth of online communities

  5. Key Findings – Current Market

  6. Key Findings – The Motivation Top 4 reasons to develop online communities: • 40% Increasing direct relationships with end users • 40% Increasing audience engagement (social networking) • 35% Increased content usage • 35% Increasing knowledge and understanding of the reader

  7. Key Findings – The Benefits Top 3 reported benefits of online communities: • 37% Generated increased knowledge and understanding of the end user • 37% Developed direct relationships with readers • 32% Serves as a platform to increase content usage Direct Feedback: “Our online community capabilities are helping committees and special interest groups to collaborate.” “Growth of audience engagement but not sales.”

  8. Key Findings – Current Success & Future Opportunity • About 50% of publishers believe online communities have been successful in achieving the company’s goals • Nearly 80%of all publishers view online communities as an area of growth for their company and the publishing sector as a whole • Early 2013 study showed that 84% of all publisher respondents think their investment in online communities will increase over the next two years

  9. Summary • Online communities are on the up • Primarily focused on relationship building with end users • Many publishers are still experimenting with online community strategies

  10. Conclusions Publishers see online communities as: • a way of getting closer to their readers • a way of becoming more customer focused • a way to gain understanding of what audiences want (access to metrics) • a way to make to their content go further • a way to support marketing efforts, not generating direct sales

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