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Publishing for the Google

Generation

Vikram Savkar

Nature Publishing Group

There are underlying differences

between how the google generation

thinks about content and how previous

generations have thought about

content.

Three Drivers of Change

• Search engines

• Crowd-sourced content

• Free information

The shift in the information landscape

has resulted in a profoundly changed

mindset.

The New Mindset

Parallel rather than

structured access

Punchy rather than

sustained

• Search engines

• Crowd-sourced

content


The New Mindset

Convenience• Search engines

• Crowd-sourced

content


The New Mindset

Free

• Search engines

• Crowd-sourced

content


Successful Publishing

• Parallel access

• Punchy and need-oriented

• Convenient

• Affordable

Caveat

The ‘Google Generation’ is not a

monolith

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http://images.google.com/imgres?imgurl=http://www.annikeris.com/images/science_student_2.jpg&imgrefurl=http://www.annikeris.com/students.html&usg=__ms-sQ5Am6YUK4Ml6JaitNx79qls=&h=420&w=314&sz=27&hl=en&start=19&sig2=pqp5d5iIC5h3xs5nXlbXmA&um=1&tbnid=oml3l33YudsQ_M:&tbnh=125&tbnw=93&prev=/images%3Fq%3Dscience%2Bstudent%26hl%3Den%26um%3D1&ei=eyMTSsXYMsqElAehqrXIAw

Modern Publishing Success

Stories

Facebook

Turned students

into publishers

YouTube and TwitterMade

information short

and punchy

E-mail / IM

Added

social

velocity to

information

More Traditional Publishers

Making Progress

Academic Earth

Wiley Plus

Nature Publishing Group

www.nature.com/scitable

Notes on Rising to the Challenge• Google generation is more in the driver seat than ever

before

• Google generation is hypercritical of insincerity

• Google generation has the same goals, but values different tools

• By the time they care about scholarly publishing, they won’t quite be the ‘Google generation’

Specifics

• Content is king . . . Protect it

• Don’t repurpose, reconceive

• Partner . . . There is strength in numbers

• Hire young people

• Build management expertise in

evolution

http://images.google.com/imgres?imgurl=http://ec.europa.eu/research/youngscientists/valencia/images/winners/070918_ysc_awards_141.jpg&imgrefurl=http://ec.europa.eu/research/youngscientists/valencia/press-centre_en.htm&usg=__p91vk7qSgU2PCccXugClcHpAaPQ=&h=2592&w=3872&sz=4265&hl=en&start=16&sig2=k2Frf_NP_ZF9OVw9yFbwrQ&um=1&tbnid=egctKLGez14o7M:&tbnh=100&tbnw=150&prev=/images%3Fq%3Dyoung%2Bscientists%26hl%3Den%26sa%3DN%26um%3D1&ei=eDQdSvWLE4SFlAfd7dDlCw

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