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My slides from the MCN 2013 conference panel, "Print Meet Digital: Digital Meet Print: A Matchmaking." I provided a perspective on museum publishing from the point of view of some from a print-book environment.
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Print Meet Digital, Digital Meet Print: A Matchmaking
A Print Publishing Perspective
Is this a “print technologist”?
Print may have had a particular view of the
museum publishing world …
Print Publisher
website
metadata
great big piles of
big, fat books
Amazon
PDFs
POD
ebooks, epub, estuff apps
mobile web not-‐so-‐mobile web
“what’s a CMS again?
enhanced thingies
Google glass
“death
of print”
people loaded into
software
convers ion
medialabs,
hackathons
d i g i t a l r i v e r
“ b e y o n d h e r e b e m o n s t e r s ”
Which led to a bad reputation ���for Print …
❡ Slow to react to changing publishing industry
❡ Slow to bring publications to market
❡ Slow to encourage curators to adapt to changing audience behaviors
❡ Slow to embrace new technologies
❡ Slow to update workflows to inculcate digital content preparation into Print
❡ Slow to … well, just slow
Print realities #1: ���curatorial vision, dual mission
“What we need to correct are the incorrectnesses.”
--A curator, when asked why we needed another round of proofreading on their book
(on month 17 of this project)
Print realities #2: Print works
“[W]e’re spending an incredible amount of effort trying
to recreate the print experience online. And I think
that’s a terrible mistake. Print books are a very mature
tech. They don’t require a lot of power. They’re very
durable. They’re easy to access. And we all understand
how they work.”
--Ed Finn, Director of Arizona State University’s Center for Science and the Imagination, at the Frankfurt Book Fair
Print realities #3: Print IS digital
❡ The only thing analog about Print is the final book (ok, besides the piles of hard copy marked up with red pencils … ).
❡ Digital technologies are used in all stages of production, from editing to archiving.
❡ Lack of cross-functionality with Digital is as much a result of unplanned content growth across the institution as it is a departmental directives.
Print Publishing at the Met
❡ Modern Editorial Department began in 1964.
❡ Staff of 25 full-time editors, production, photo researchers, admin, complemented by twice that number of freelancers
❡ 25 titles per year: exhibition catalogues, collection catalogues, quarterly bulletin, scholarly journal
❡ Solid sales in niche art-book market
❡ Continued strong buy-in from curators
❡ Institutional support for and dedication to role for print in museum’s mission and the curatorial vision
The value of Print
❡ Thorough editorial development
❡ Experience with scholarship and apparatus
❡ Exhaustive (CMYK) color-correction of images
❡ Longtime relationships with rights holders
❡ Usefulness proven by the increasing number of departments I send our files to after publication
How do we leverage these strengths into the digital experience?
Print and Digital: a comparison
Print Digital
Speed Slow, measured in months or years
Fast, measured in weeks or months
Stages Proofs and pages, very deliberate progress
Iterative, agile
Format Well-established, based on page concept
Often TBD, moving away from the page concept
New technologies
Slow to embrace because of complexity of workflow
Quick to embrace, the two are intimately tied together
“Scholarly Time”
Frozen at moment of printing Can be dynamic, involve feedback from audience
Print meets Digital at the Met: MetPublications
Preserving Print …
While linking to Digital resources
MetPublications by the numbers
From launch (10/10/12– 9/20/13):���Visits: 687,782���Average Visits/Month: 62,526���Average Unique Visits/Month: 35,678
Total Book Views on Google: 881,643���Total Page Views on Google: 14,978,556
Contains entries for 900 print publications since 1964.
While PDFs are available, it’s the searchable online pages and the portal into the Met’s digital offerings that people want.
Small print-on-demand program continues curatorial buy-in.
Print, Digital, and MetPublications
Editorial Digital Media (Online Publications group)
Speed Fast scanning, conversion, approval process
Labor-intensive tagging and linking to existing online content
Stages Followed Digital’s lead on workflow
Iterative design concepts though uploads to system architecture could be slow
Format Was open to format designed by Digital Media
Strong belief in requirements meant format rather fixed
New technologies
Got used to new workflows Had to work with existing architecture, technologies
“Scholarly Time”
Newer books in MetPubs can get reprinted if demand
Not dynamically updated
The next connection: Guide to the Met
❡ Original print version, early 2012
❡ On MetPublications, fall 2012
❡ Six translated print editions, late 2012 (also on MetPubs)
❡ Four more translated print editions, spring 2014
❡ Expansive online feature based on print edition planned for 2014
❡ ePub or other device-based version, led by Editorial, planned for 2014
Chinese / 中文
指南大都会艺术博物馆
!" #$%&' #$ # %()*
ISBN 978-1-58839-510-8
Chinese中文
大都会艺术博物馆
指南
More than just print or digital: ���a “content mandala” of the Met
THE AUDIENCE MAKES CONTENT
“It ’s Time We Met” “Hack the Met” (unofficial tours) Instagram/Flickr
Comments Blog posts
Social Media “Talking Actually back Visiting to the the books”Building
Making Yelp, Trip 3D Advisor, etc.copies of art
Drawing in Making their the galleries own books? Volunteering
Pintarest
THE AUDIENCE MAKES CONTENT
EXTERNAL/VENDORSbucket lists digitization restaurants
lectures eBook conversions Adobe DPSMet Publications Timeline of Art History
Apps Connections
82nd and Fifth Blog
Longform Books
Bulletins MetSelects
Scholarly Journal Merchandise
print on demand Audio tours Aritst in Residence
EXTERNAL/VENDORS
INTERNAL Editorial Online Publications
Spectrum XML-based work!ows Website
Design Research TMS Database
Libraries Concerts & Joint projects Lectures
Hackathons Social Media
INTERNAL
Exhibitions
Collections
CONTENT STREAM
Exhibitions
Collections
CONTENT STREAM
Or how about a “content grid”? PHYSICAL
VIRTUAL
EX T E R N A L
IN T E R N A L
BooksGallery Talks
Audio Guide
Social media
ContentPlanning
X M L / C M S
Pre-visit Planning
Exhibition Design
Signage and Visitor Services
Signage and Visitor Services
DAM
Collections Research Database
TMS
Sharepoint Servers
File servers
Libraries
Website
Hack-a-Thons
MetPublications
Timeline of Art History
Connections
82nd and Fifth
ebooks
Artist in Residence
Restaurants
What Print can learn from Digital
❡ Better sales, marketing, research, analytics
❡ Better “agility” in workflow
❡ Better content management
❡ Post-publication involvement with authors and audience
❡ Finding the next great art publishing format …
What Digital can learn from Print
❡ Longer engagement (“slow cooking”) for “artisanal content,” for both text and images
❡ Improving parallel workflows
❡ Familiarity with thorough research techniques for scholarly apparatus
❡ A history of experimenting with “a very mature technology”
❡ Long history of dealing with rightsholders
A final view of internal, external, and audience relationships
VISITOR EXPERIENCE
CMS PUBLISHING
?EXPORT-READY
CONTENT
RESEARCH DATABASES UX
Or is it? ���Print and Digital now serve Visitor Experience
VISITOR EXPERIENCE
CMS PUBLISHING EXPORT-READY
CONTENT
RESEARCH DATABASES UX
Moving forward: ���Print and Digital
❡ See Museum as a single publishing entity
❡ See print readers as users of content, too
❡ Analyze context of print
❡ Coordinate content streams as early as possible to allow for best slow and fast workflows side by side
❡ It’s not just a good CMS … institutional willingness to mix Print and Digital is a matter of willpower and priorities, not just tech
Ideas for integrating Print into the future of museum content
❡ Discussion of best practices for most sensible use of content developed for print in other contexts and containers
❡ Workshop for improving internal content flows within the institution
❡ Hack-a-thon/lab for producing different kinds of content, including print (looking beyond the traditional catalogue)
❡ Encourage cross-pollination of Print and Digital workflows, timeframes, and mindsets …
Print publishers are standing by … whether we know it or not …
Thank you MCN! ���My contact information
Robert Weisberg���Senior Project Manager���Editorial Department���The Metropolitan Museum of Art���1000 Fifth Avenue���New York, NY 10028-0198���212-650-2398
Email: [email protected]
Twitter: @beyondDTP
Blogging at Beyond the Printed Page: digitalpublishingbliki.com