Patron driven acquisition (PDA) and short term. Ian Hames, VP Int l Sales. Karolinska Institutet Acquisition Seminar, June 11

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1 Patron driven acquisition (PDA) and short term loan (STL) of ebooks Ian Hames, VP Int l Sales Karolinska Institutet Acquisition Seminar, June 11

2 What is PDA? Generic PDA Process Libraries move from a traditional JIC collection development to a JIT strategy which improves ROI by reducing unused inventory and associated carrying costs Non owned titles selected MARC records loaded in catalogue Titles enabled on library channel Patrons trigger some titles Library is invoiced for triggered titles

3 Why PDA? Brown University Library readers used 22% of bought print titles more than twice, 12% twice and 26% once. 40% of titles were never used! Pittsburg University Library (40% of titles never used) found that books not used in the first 2 years had a 25% chance of ever being used. Books not used in the first 6 years have a 2% chance of ever being used. At ARLs, 56% of books never leave the stacks!

4 Why PDA? The University of Texas found that at ARL libraries, printed books on median have an 8% chance of circulating in any given year, or once every 12.5 years The University of Denver spent $1M on monographs in 2010 knowing that % of books bought were never used Conclusion: Books are an underperforming asset and existing acquisition strategies are inefficient

5 ebrary PDA Sept 09 e staff agreed that PDA was a coming trend Customers were talking about the possibilities EBL had started up with initial success Book vendor partners saw their iceberg melting Publishers were willing to discuss the possibilities Pressure was on us to take money on offer for a PDA model or lose out to competitors We needed standalone and partner models Our version should be scalable and best of breed It should support customer need in terms of selection, budget and technology workflows

6 Methodology Form a focus group and launch a manual pilot We needed to learn which books get purchased based on usage and how they are used We needed to learn and reflect how librarians manage funds and permissions and integrate PDA with their selection policies Catch 22 publishers needed information to participate in pilot and customers needed to know which publishers would be included to sign up

7 Methodology We approached a group of leading (friendly) publishers to explain our ideas and get feedback We developed an acceptable pilot to which these publishers could sign up We took these terms to a wider group of (less friendly!) publishers We picked and invited 10 institutions to pilot and took a $ deposit from each Engineering went to work to automate the model

8 General Feedback (1) Key Drivers 70% (80% ARL): Putting more content in front of patrons 30% (20% ARL): Reduce costs 30% (43% ARL): Saving selector time Content Selection 80% view PDA as fitting in the CD strategy 50% (75% ARL) want PDA integrated with book vendors Desired NSPs for filtering (in order): Price, content, audience, publication date, language, book type. Most libraries plan to start with 10 20% of budget

9 General Feedback (2) Mediation & Patron Participation Strong majority of libraries prefer patrons remain unaware of PDA process 50% (75% ARL) want library mediation; 50% want automated purchases 56% want PDA for all users; 20% for selected users All respondents want user based statistics Business Models 68% (ARL 55%) want a short term loan (STL) option 68% would like a time based triggering mechanism

10 General Conclusions Validation Sufficient validation of selected titles; reduce risk of acquiring inappropriate content. Flexibility Introduce short term loans; enable some form of mediation Workflow Integrate PDA with selection and acquisition workflows; vendor integration; reporting

11 Lack of Predictability Titles previously purchased on approval might now be purchased later or not at all. Risk to Sales Free preview access might exhaust the value of the book for the user. Different types of titles are used differently New Business Models Short term loan might bring them more revenue but prevent sales Confidence in the future Publishers with confidence in their publishing program have nothing to fear. New models for accounting for success (beyond print runs and copies sold) will need to be developed. Electronic access is good for monographs. Publisher Issues

12 What we learned Survey, focus group, data analysis, interviews Best content, title selection tools, provide free MARCs Trigger methodology, fund management, reporting Profiling tools, automatic updating, short term loans The real reasons behind the desire for PDA were Get more content in front of patrons Improve ROI not to do the same job with less money but to do a better job with the same money Save selector time Source: ebrary PDA survey

13 Step 1: Establish Fund Codes 1. Completely optional 2. Establish as many as appropriate 3. Nomenclature is flexible 4. Control PDA spending at the subject level

14 Step 2: Create Content Profiles Narrow by subject, publisher, publication date, price, and other parameters

15 Step 3: Titles go Live

16 Triggers 10 page turns in a title in a user session not including title pages, table of contents or index 10 minutes activity in a title in a user session 1 x copy and paste from a title 1 x print from a title

17 What has happened? ebrary PDA launched well into Q4 of 2010 even so, it accounted for 10% of our perpetual sales in 2010 Adoption is spreading rapidly across the US Expectation was that uptake would be slower internationally. but Int l PDA sales accounted for 40% of all Int l perpetual sales in Q1 STL introduced start of Q2

18 Pricing Same as Pick n Choose model Single user: 100% of print price Unlimited multi user: 150% of print price STL 1 day: 10% of print price STL 1 week: 15% of print price Up to 3 STLs allowed 4 th trigger requires purchase

19 Discussion points If you give people what they want does quality suffer? Or, have we reached the promised land? Is this the tipping point for ebooks? What is the impact on ebook aggregators and book vendors? New value and service proposition Must provide PDA, MARCs, PoD, discoverability What is the impact on publishers? Fewer books, fewer copies, higher prices? What is the impact on libraries? Does STL replace ILL? Do libraries still build collections or just buy books?

20 One last point