Title: IEEE%20Publishing%20Strategy:%20Key%20Issues%20
1IEEE Publishing Strategy Key Issues Next
Steps An Update For PSPB
February 2005Confidential For IEEE Board and OU
Use Only
Leah Jamieson, Anthony Durniak John Vig, Mary
Ward-Callan
2PSPB TAB Are Engaged In A Multi-Year Planning
Process
- Feb. 04 Received charge from A. Winston
- Through 2004 Workshops examined the changing
landscape of publishing, developed scenarios
strategies - Nov. 04 Board accepts new 6-point strategy as
recommended and funds work for 2005 - Through 2005 Act on the new Strategy
- Do research to see how engineers work today
- Develop programs to start implementing the
strategy - Hold 2 workshops to socialize the plan
3Publications Are An Important Part Of How IEEE
Meets Its MissionIts Behind The Top 2 Reasons
For Joining IEEE
Source Excerpt from 2004 IEEE Member
Segmentation Study Q25 Please indicate the
major reasons you originally joined the IEEE.
(Choose all the apply)
4Publications Represents Half Of IEEEs Revenue
From Operations1
2003 Total Revenue 226 Million
1 Omits Investment Returns on Reserves Source
IEEE Audited Financials
5And This Important Program Is Subject To Several
Financial Threats
- IEL customers demand usage stats by title in
Counter assoc. format - We estimate 15 to 30 of IEL customers dont use
all titles and will ask to trade down - Switch to smaller packages may drop IEL revenue
10 to 15
10 to 15 of IEL Revenue At Risk Due To
Counter Usage Stats
6And This Important Program Is Subject To Several
Financial Threats
- Open Access gives articles readers for free
- Google Scholar makes it easy to find these free
copies, so people dont need a subscription - There are many proposals for new business models,
but they wont replace subscriptions 100
20 to 50 of Total Revenue At Risk Due To Open
Access and Google Scholar
7But A Key Issue For IEEE Is The Changing Link
Between Publications and Membership
In print, the only way to get IEEE material and
avoid a trip to the library . . .
. . . was to become an IEEE Society member and
get a personal member subscription conveniently
delivered to your desk.
But with web delivery the library subscription
now gives readers convenient access at their
desks -- at the office or at home
8Access To IEL Can Impact The Reasons for
Maintaining Society IEEE MembershipSurvey Why
Do You Maintain IEEE Membership?
Access to info Is important to all IEEE Members
But Society members are far more likely to see
Pubs as a reason to stay members
Source 2003 IEEE All Society Research Project Q
26
9There Are Two Solutions To This 1) Develop Other
Member Benefits and 2) Revise Pubs Strategy
Survey Why Do You Maintain IEEE Membership?
The Conclusion We need to develop other member
benefits or otherwise change the dues/value
equation
Source 2003 IEEE All Society Research Project Q
26
10Our Goal For 2010 Be A Leader In Technology
Information
- Be the premier source for technical information
to all technology practitioners - Lead in creating and organizing a variety of
technical content and disseminating it to users
in a personalized, seamless, coherent and
integrated fashion - Double the amount of content published
- Provide IEEE members affordable access
- Double the inflation-adjusted net surplus
generated by information services and products
11To Accomplish These GoalsRequires A New 6-Point
Strategy
Current Strategy
New Strategy
12Strategy 1 Expand The Type Of Content We Offer
- Journal and Conference articles still play a role
- But, well offer more types of content
- More practical articles -- for example
- Quick study introductions to various topics
- Product design, tips techniques
- More Non-text information For example
- mathematical models, computer-aided design
templates, etc. - Interactive online learning modules, etc.
- Leverages knowledge of the Societies and programs
at their conferences - Helps IEEE expand into new interdisciplinary
fields
13Strategy 2 Allow The Inclusion Of New Content
Processes
- Our journals will retain peer review and editing
where it provides a competitive advantage - Well also seek out new ways to create content
- Self-assembling communities of interest
- Community contributed and assembled content (e.g.
Wiki encyclopedia ) - Author formatted material (e.g. conference
articles) - Well also find new ways to evaluate content
- Reader ratings of articles, community evaluation
- Usage-based ratings of material how often read
or cited - PSPB will determine policies
- Leverages knowledge of Societies their social
networks of communities
14Strategy 3 Build Web Services To Help Members
Users Manage Info
- IEEE Resource Center web service
- Contextual Workspace finds, organizes, and
links info in relationship to how it is used - Buy single articles manage subscriptions with
easy web commerce - Can have versions like RealPlayer or Acrobat
- Basic version free to registered users
- Advanced version for members
- Can be tailored to needs of various communities
- Restores the link between membership and access
to information
15Strategy 4 Sell Content Separately Strategy 5
Focus On End-Users
- Benefits users lets them buy what they want
- Single articles, bundles of articles,
subscriptions - Benefits to IEEE Overcomes IEL Dilemma
- Sales by article grows revenue as content grows
- We still acknowledge librarians as important
customers - But well add emphasis on selling to the
end-user, especially members
16Strategies 3, 4 5 IEEE Potentially Could
Provide Several Access Options
All readers sign up for their choice of IEEE
Resource Finder
Reader has choices to buy content Single
articles or Bundles of articles for themselves
or the institution
Registered Users Get Basic set of services
IEEE ARTICLE ------------- ------------ ---------
------------------------------
IEEE MemberGet Full set of services
Article Bundles Enterprise, MDL, ASPP, CSDL,
IEL, etc.
17Strategy 6 Encourage Partners
- Well collaborate with other professional
societies to develop info collections - A small number of partners critical mass
- IEE already participates in IEL
- First partners needed are AIP, APS, IOP, ACM
- Once started can add others ASME, AIChE, etc.
- Well selectively partner with companies on
technology services - Benefits of collaboration
- Pools resources for development and operation of
increasingly expensive web content services
18Guiding The Implementation Are Core Principles
- Maintain build on strengths while we explore
new sources for increasing revenue membership - Develop small, fast experiments to test concepts,
then scale up winners - Coordinate our projects to minimize duplication
of effort - Find projects that change how were perceived,
especially by younger researchers, practitioners,
IT workers
19Some Starting Points for Implementing the Strategy
- Improve functionality of current content
- Improve timeliness
- Make references in conferences linkable
- Develop IEEEs own metadata of index terms
- Experiment with community generated, unreviewed
content e.g. Wiki or blogs - Leverage our social network
- Develop ability in Xplore to generate usage-based
recommendations like amazon.com - Develop an experts database that users can search
to find a colleague in the same field - Coordinate with myieee.org web site
20Action Plan For 2005
- Planning Meeting 31 Jan./1 Feb.
- Workshop with Panel of Editors 10 Apr.
- Second Workshop in Early Summer
- Gaining insights from industry players
- M. Buschman, Microsoft R. Kenny Marone, Yale
N. Gulley, MathWorks A. Acharya, Google R.
Crow, SPARC S. Gass, MIT H. Flecker, Harvard
C. Tenopir, Univ. of Tenn. C. Richard, Outsell
21Successful Strategic Planning Means Avoiding The
Innovators Dilemma
- Prof. Clayton Christensen observes that most
companies with a successful product listen to
their customers invest in their current
technology to meet the needs of their current
customers - But they miss disruptive technologies that are
attractive to new customers
22Example of disruptive technology in IEEEs history
23Example of disruptive technology in IEEEs history
24IEEEs Publishing Strategy Message Is Plan Before
There Is A Crisis
- Yes, our current products are selling well
- But, there are disruptive issues and technologies
on the horizon - The important thing is that we not be complacent
- The good news is that we envision new products
and services that can keep us successful
25The Future Is Up To Us
- IEEEs Publishing activities and its Societies
are at a critical juncture - The link between membership and pubs is broken
- Our existing business models are being attacked
by open access Google scholar - The new 6-point plan is an attractive alternate
scenario - Opportunities to build our pubs strengths
- Opportunities to build our society strengths
- If we act, we can plan for a future of growth
- If we dont, the future will definitely hurt us
26The End
27Governance in IEEE TAB
- Report from Mimi Galiana
- SPARC Ad-hoc Committee on Governance
- June 2005 TAB Series
28The Committee
-
- IEEE staff
- Jayne Cerone
- Paula Dunne
- Gigi Kenna
- Mary Ward-Callan
- Volunteers
- Roberto DeMarca (Div. III Director)
- Celia Desmond (TAB Vice Chair)
- Jerry Engel (CompS)
- John Estey (Div. VII Director)
- Toshi Fukuda (NTC)
- Robert Hebner (DEIS)
- Gene Hoffnagle (Div. V Director)
- Leah Jamieson (VP, PSPB)
- George Karady (PES)
- Yongmin Kim (EMBS)
- Russell Lefevre (AES)
- Fred Mintzer (SPS)
- Bob Rassa (IMS)
- John Vig (TAB Chair)
- Brian Wadell (IMS)
29The Mandate -2005
- Provide Recommendations on S/C Division
allocation for DD elections - Assist attempts to improve IEEE image to the
public on the web (Ed Clark report to SPARC) - Examine issues of governance in
- TAB governance (voting body)
- Creation of new S/Cs in TAB
- Facilitate inter-society and cross-division
collaborations (Clint Andrews report to SPARC) - Can some measures improve all in parallel?
30Common Issues
- Continued Decline in Membership
- Tensions between small and large societies
- New directions that spawn new societies rather
than mutual collaborations - Poor dissemination of novel S/C technical
activities between units and the public
31Current Memberships (04)
32Current Memberships (04)
Practically all the numbers are down, and this is
not recent!
331. Division Structure
- Report to achieve democratic balance in DD
voting base - Evaluate the balance of member representation in
current divisions - Address the preferences of S/Cs given through
feedback - Propose changes with minimal perturbations on
election process of DDs
341.a Division Member
- From the IEEE study in Nov 2004 (05 reg)
-
Div. High-grade Total
I 36,357 40,702
II 18,036 19,158
III (ComS) 29,204 34,840
IV 28,029 30,847
V (.5 CS) 25,144 37,596
VI 12,006 13,001
VII (PES) 18,042 19,032
VIII (.5 CS) 25,144 37,597
IX 24,481 27,495
X 28,279 33,421
Total 293,689/10 29,370
35Conclusion on membership balance
- Most well-balanced with respect to desirable mean
- Div I is much larger than the mean
- Div II, VI and VII are much smaller than mean
- ? Room for improvement for fair DD
representation
361.b Inter-Society Feedback
371.b Inter-Society Feedback
381.b Inter-Society Feedback
- More than half (15/26) approve division
realignment (when needed) by affinity - Of 43 units, only 26 responded to 04/05 surveys
some apathy to the issue - Many can live with current assignments, but 10
S/C indicated specific requests
All data is taken into account in the following
scenario
39Recommendations on Divisions
ICAS,CPMT,ED, LEO,SSC,SC,NC VI ED,EM,PC, R,PSE,SIT
II DEI, IA, IM, PEL VII PE
III Comm Soc VIII Comp
IV AP,BT,CE, EMC,Mag,MTT, NPS,SCC IX AES,GRS, OE,SP,UFFC,VT
V Comp X CS,EMB,IE, IT,CI,RA,ITS SMC,ITSC
I CAS, ED, SSC, NC VI ED,EM,PC, R,PSE,SIT
II DEI,IA,IM, LEO, CPMT, UFFC, SC VII PE,PEL,IE
III Comm Soc VIII Comp
IV AP,BT,CE, EMC,Mag,MTT, NPS,SCC IX AES,GRS, OE,SP,VT, IT
V Comp X CS,EMB,CI, ITS, RA,SMC, ITSC
Why are Councils listed in Divisions at all?
GREEN for moved societies others unchanged
40Proposed New Divisions
- From the IEEE study in Nov 2004 (05 reg)
-
Div. High-grade Total
I 28,384 31,553
II 23,351 25,350
III (ComS) 29,204 34,840
IV 28,029 30,847
V (.5 CS) 25,144 37,596
VI 12,006 13,001
VII (PE) 25,321 27,037
VIII (.5 CS) 25,144 37,597
IX 25,616 28,917
X 23,184 27,686
Total 293,689/10 29,370
41New Divisions
- Proposal balances well the memberships in
divisions - Only changes requested by S/Cs have been
included, which also improve affinity - Division Directors can finish their terms as
planned - Normal schedule of elections can proceed
- Division Names can remain or be dropped
42Motion New Divisions
- Motion 1 from SPARC Governance Com
- That TAB endorse the modified division
allocations for implementation in the next
elections Fall 2006, without regard to division
names. (slide 13) - Financial cost to TAB minimal simple change to
ballot mailing lists for DD elections -
432. Technical Themes
- The problem
- The breadth of technical interests in IEEE,
beyond classical electro-engineering, is poorly
advertised, even to the public - S/Cs within IEEE often unaware of interests of
their peers in non-eng. areas - The result Decline in new-young membership
poorly founded requests for new S/Cs
442. Technical Themes- goals
- To flag modern breadth of activities beyond TAB
- (since this is poorly done by Divisions and is
a moving target) - Advertise cross-division basis of many S/C
collaborations interdisciplinary highlights - Inform public and S/C units on current
activities, before asking for new S/Cs - Could become basis for Special Interest Groups
with elected coordinator from member societies
452. Technical Themes
- Procedure
- S/C Presidents and DDs propose technical themes
for broad and novel IEEE activities - S/Cs declare affiliation/interest with as many
themes as they deem fit - Post these themes on the improved IEEE web
pages, including links to denoted affiliated S/Cs
and hot-news items
462. Technical Themes (2)
- Possibilities for consideration
- Smart Devices and Systems Earth Space
Sciences - Life Sciences Bio-Engineering New Energy
Systems - Environmental Issues in Eng. Design
Automation - Intelligent Transportation Novel propulsion
systems - Informatics in Biology Learning Machines
- Man-Machine interfaces World Communication
- Please provide comments and theme alternatives
before August 2005 - Firm proposal to be provided to TAB at Nov 2005
series
473. Alternate TAB Structure
- The problem in TAB representation
- There is an imbalance in the member
representation weight of most TAB votes - This causes tensions and destructive inertia
between small and large S/Cs. - (information item)
483. Alternate TAB Structure
The result
- TAB votes often reflect territorial interests
(silo vision) - whereas the actual legal mandate of all TAB
voters (like DDs) is to vote for the well-being
of all IEEE technical interests!
493. Alternate TAB Structure
The solution
- Define a TAB representation elected by peers from
the existing S/C Presidents and DDs, based on
equitable membership base - Selection could be on a division allocation
basis, or freely decided by S/C alliances
(examples only) - The elected representative would vote according
to the consensus of his/her base, encouraging
collaborative stances
50Alternate TAB Structure
Building on background work of R. Sudbury and R.
De Marca -
- Two Tier Structure
- New TAB
- Operational in Focus
- Restricted Size
- Voting Members with balanced representation
- New Presidents Council
- Oversight and Policy
- All Societies and Councils Represented
51Alternate TAB Structure
Current TAB (S/C Ps DDs) 60
New elected TAB reps (from S/C Ps
DDs) Balanced vote base e.g. 1 rep/10K div
members gt 32
Presidents Council (all S/C Ps 42)
52Towards a bicameral system for TAB
- Please provide feedback as soon as possible on
your views for pros/cons - We will probe the issues with e-mails over Summer
05 - Thank you,
- Mimi Galiana
- Chair, ad-hoc Governance Committee
53Alternate TAB Structure
- Composition of voting members in New TAB, Chaired
by TAB VP - All sitting Division Directors
- Representative(s) from each Division, number
determined by size of division - Elected by Soc. Presidents in a division to a
two year term from sitting presidents at time of
election and/or DEs or PEs if needed - Staggered terms of elected S/C Presidents (1/2)
by Division not matching term of Division
Director - One Council representative
- Elected by sitting Council Presidents from
- their peers for a two year term
- For example if based on 10,000 member
increments, TAB could be fairly representative
with a body of only 32 votes (instead of
currently gt45)
54Functions of New TAB
- Carry out all administrative and operational
functions of current TAB except those reserved to
the Presidents Council. These include but not
limited to - Budget approval
- Allocation of income and expenses
- Publications
- Products
- Meetings conferences
- New technology initiatives
- Report on actions taken to the Presidents
Council - Actions with financial implications subject to
review by Presidents Council - Other operational decisions subject to
Presidents Council oversight but not review
55Structure of Presidents Council
- Composed of all sitting Presidents of IEEE
Societies and Councils or their designated
representative - Chaired by TAB VP
56Functions of Presidents Council
- To hear report of actions taken by TAB
- To take for review and action any TAB action with
financial implications for Societies and Councils
by majority vote - Rejection of TAB action requiring a 2/3 vote of
those present - To hear report of TAB Treasurer
- To hear and act on report of SPC (old SPARC)
- To debate and set policy on the technical
activities of Societies and Councils within the
purview of the Presidents Council and TAB
572005 SPARC PLANS
- Continue to develop/refine goals from the 2005
issue list during the July 2005 meeting. - Develop process for Division Titles and
Organization Review - Assigned to SPARC by TAB
in November 2004. - Feedback from DDs and Presidents will be brought
back to SPARC for review when developing process.