Born digital: publishing for 21st-century research
原生電子：21世紀出版新思維
Chris Bennett, Head of Library Sales
c.bennett@oup.com
The digital publishing landscape, 2011
電子出版概觀 (1)
• Too much information!
資訊暴漲！
• Fragmentation: different formats, platforms and models
資訊資料分散：不同的格式、不同的平台、不同的結構
• Saturation? Library budgets and changing business models in
recession, particularly in journals publishing
飽和? 圖書館預算與經濟衰退時而調整的期刊出版商業模式
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The digital publishing landscape, 2011
電子出版概觀 (2)
• Consolidation? Publishing partnerships, acquisitions, co-publishing
and distribution
整合? 出版夥伴、刊物收購、聯合出版、以及銷售與通路合作
• Technology and ‘disruptive change’ in scholarly communication:
科技以及學術交流模式的急轉彎
– the role of ebooks 電子書的角色
– search and discoverability 搜尋方式以及能見度
– from putting print content online to creating digital content 從紙
本轉電子到直接以電子方式呈現
– social media 社會媒體
3
Responding to changing demand
因應需求的改變
What do libraries and end-users want?
• Quality 品質
• Relevance 關聯性
• Discoverability 能見度
• Interoperability 相容度
• Clear and scalable business models 清楚與可及的商業模式
• Sustainable pricing models 能長久維持的價格模式
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Developing business models
發展商業模式
• Subscription or purchase? 租賃或買斷?
• Patron-driven 顧客或讀者導向
• PPV and variants 單次付費與其他模式
• Short-term loan 短期租用
• Open access 開放資源
• Free! 免費!
5
Moving from print-based to born-digital
從紙本為基礎的出版模式 到 原生電子出版
Case study: Oxford Handbooks Online
• To be revealed: how a print handbooks series is becoming a digital
article service
牛津紙本手冊蛻變成電子文章服務
• How and why book and journal formats are becoming similar
為何書本與期刊的格式愈來越接近
• Why content is still king, but speed and currency are crucial to the
digital age of information publishing
解讀為何內容是最重要的，而不是格式
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Oxford Handbook Series
牛津參考指南系列
 First Oxford Handbooks in 2003
 Now close to 200 in print; over 100 online
 Series spans 14 disciplines; 4 online
 Guide to current state of scholarly debate
 Perspective, Review, Original Argument
 Widely viewed as vital source for
authoritative information
•Archaeology 考古學
•Business & Management 商管
•Classics 古典文學
•Economics & Finance 經濟金融
•History 歷史
•Law 法律
•Linguistics 語言學
•Literature 文學
•Music 音樂
•Philosophy 哲學
•Political Science 政治學
•Psychology 心理學
•Religion 宗教
•Criminology 犯罪學
Why is the series a success?
為何指南系列會成功?
 Helps working scholars keep up with advances in the field
幫助學者在專業領域中獲得最新的進展資訊
 Review articles increasingly important role 文章評論的重要性提高
 Publishing explosion: more research, more interdisciplinary, more
international 出版內容暴漲：更多研究、更多跨學科、更國際化
 Each article is high-level academic writing (like journals)
每篇文章都是高質量的學術著作 (有如期刊)
 Frequently used for teaching in advanced levels
經常被教授作為進階課程的教材
Transforming OHO
蛻變的牛津線上參考指南
Ebook Title Collection 電子書
Article Service Model 文章
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Launched in 2009 發表
103 titles by 2011 – 3,400 articles
至2011年共有103本電子書 (3,400篇全文)
Navigate through books
以書本的模式進行瀏覽
Updated 3x a year
每年有三次更新
Chapters wait years for publication
新內容需要等待長時間才能出版
New edition for updates
更新內容須等待
All articles via print titles
全部文章經由紙本書出版
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Navigation based on articles
以文章層面進行瀏覽
Chapters published online before print
章節以線上版本出版優先
Scholarship more up-to-date
學術內容更即時
Better for users of this content
更適合使用者瀏覽內容
Online-only articles for broader & deeper
coverage
僅線上出版的文章有更廣更深的涵蓋範圍
Continuous updating 不斷地更新
Editor-in-chief and editorial board
擁有主編與編輯群
Print / Online Coordination
Handbook Database
ACTIVE PRINT PROGRAM
ONLINE-ONLY ARTICLES
UPDATES
PRINT VOLUMES
Print / Online Users
PHILOSOPHY
The online
article service
provides
comprehensive
coverage and
targets
institutional
libraries
PSYCHOLOGY
HISTORY
RELIGION
“Memory”
Cognitive
Psychology
syllabus
The print program
provides
authoritative
selections and
targets individuals,
classroom use
Oxford Handbooks Online 2.0 牛津線上參考指南
“Oxford Research Reviews” “牛津研究評論”
 Launch in spring 2012 on new platform
新平台於 2012年推出
 14 disciplines from Oxford Handbook series
十四個學科
 258 titles – over 12,000 articles at launch for onetime purchase per subject area (like a backfile)
共 258本電子書 – 超過 12,000篇全文以科目領域
採一次性買斷
 3,000-4,000 new articles per year to subscribe,
with ownership per subject area (like journals
current content)
每年每個科目領域 3,000至 4,000新文章提供租賃
和買斷
•Archaeology 考古學
•Business & Management 商管
•Classics 古典文學
•Economics & Finance 經濟金融
•History 歷史
•Law 法律
•Linguistics 語言學
•Literature 文學
•Music 音樂
•Philosophy 哲學
•Political Science 政治學
•Psychology 心理學
•Religion 宗教
•Criminology 犯罪學
Discoverability-driven publishing
提高能見度為導向的出版模式
Case study: Oxford Bibliographies Online
• To be revealed: the process of creation of a born-digital service to
help researchers find exactly the right content
如何以原生電子內容的配套功能來幫助讀者尋找正確的內容
• How XML-first publishing helps researchers and libraries
XML格式的出版如何幫助研究人員與圖書館
• How publishing-as-a-service adds value to the library
出版服務如何為圖書館增添價值
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The Information Overload Problem
資訊超載問題
Content overload culture has scholars in crisis
內容超載的文化將引發學者的危機
 Can’t keep up with field developments 無法與專業領域的發展同步
 Slows down productivity on research projects 拖慢研究計畫
 Blurs levels of authority 模糊好資源的權威性
 Guiding students becoming impossible 使學生的引導更困難
“Like others, I am drowning in scholarly research.”
“我如同其他人，在過多的學術研究中被淹沒。”
--David Forsythe, University of Nebraska-Lincoln
How does OBO address the issue?
牛津線上參考書目資料庫 如何解決這些問題
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Each entry is an expert guide to the best sources in the subject area
每個條目都是專家指南，引導至學科領域中最好的資源
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Provides a shortcut, saving researchers time and effort 為研究人員提供捷徑
Provides contextual understanding (commentary, notes) 提供上下文全面性
的理解 (評論、註解等)
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Guidance through all content types (not only journals or books) 引導至所有
類型的資源 (不限於期刊或書籍)

Provides easy path to full text on free web or in library collection 提供簡單
快速的連結至網際網路以及圖書館藏的全文
“A truly excellent resource for research at all levels.”
--Peter Lamarque, University of York
Major enhancements since launch
自推出後的升級
Major updates since launch
功能與介面升級
Completely
redesigned look and feel
Improved search & browse
Personalization features (My OBO)
Massive expansion of content
內容的擴充
11,000,000
words published
1,430 articles published
1,125 authors
20 subject areas available
17 additional fields in development
OBO has been widely adopted by universities worldwide!
Steady growth of high-quality content
高品質內容的穩定成長

Each subject area has standing Editor in Chief and Editorial Board 每個學科領域都有常
設的主編與編輯委員會
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Editorial boards work to ensure that we commission top tier scholars internationally 編
輯委員會審查與確保作者為國際間最頂尖專業學者
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Each article receives two peer reviews before it is accepted for publication 每篇文章皆
需獲得二位同儕的審慎評鑑
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All published content is reviewed on an annual basis by the Editorial Board and updated
as needed 所有出版的內容每年皆由編輯委員會復審檢閱以及更新

Each subject area will triple in size over the first three years it is online, to around 150
entries 各學科領域的內容在上線的前三年將以三倍成長，達到約 150個條目
“I
am more enthusiastic about the possibilities of OBO than I have
been for any other online project I have ever been asked to review.”
--Maryanne Kowaleski, Professor of History
37 Subject Areas in the Program
計畫中的三十七個學科領域
African Studies
American Literature
Anthropology
Art History
Atlantic History
Biblical Studies
British and Irish Literature
Buddhism
Childhood Studies
Chinese Studies
Cinema and Media Studies
Classics
Communication
Criminology
Ecology
Education
Geography
Hinduism
International Law
International Relations
Islamic Studies
Jewish Studies
Latin American Studies
Latino Studies
Linguistics
Management Studies
Medieval Studies
Military History
Music
Philosophy
Political Science
Psychology
Public Health
Renaissance and Reformation
Social Work
Sociology
Victorian Literature
One-time purchase or subscription, per subject area
以學科領域為單位，提供租賃以及買斷的採購選擇
Thank you!
Any questions?
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