Magazine article Information Today

Selling to Individuals versus Institutions

Magazine article Information Today

Selling to Individuals versus Institutions

Article excerpt

Publishers of digital content that hope to capitalize on the institutional market will find themselves facing new challenges beyond what they face selling to individuals. They will have to ask questions: How do we provide unlimited, simultaneous access to multiple users? What is the best design for a usage statistics interface? Who are the key subscription agents? How do we market our resources effectively to librarians?

THE PRIMARY DIFFERENCE

The primary difference between selling to individuals versus institutions is what is required from the platform. The individual user is more often than not an enthusiast; users purchase a subscription because they enjoy the content. Of course, these users desire a clean, functional platform (now more than ever, after years of interface development by companies such as Apple, Google, and Microsoft), along with a few nifty tools to aid their navigation--search, linked content pages, etc. However, the cornerstone for their commitment of finances is the content; they value the title's editorial and production quality above all else.

OTHER FACTORS

The institutional market is obviously focused on purchasing relevant content for users, but publishers have to consider several other factors. They need assurance that the content will be seamlessly provided to the entire institution, without disruption and via a simple route. In the modern age, students demand immediate access to resources, ideally within one or two clicks. …

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