Session 3A

Fueling Scholarship
Integrating Scholarly and Non-Scholarly Content to Increase Visibility and Value

It is increasingly critical for scholarly publishers to maximize the visibility of authors’ work. This panel will address strategies, techniques, and technologies for improving content visibility, usability, and marketability by integrating academic books and journals with blogs, news feeds, videos, media coverage, and other types of non-academic content in ways that reinforce the value of both. 

The panelists will discuss how multiple content types can extend site sessions, boost SEO and overall site traffic, improve usage statistics, fine-tune topic-based lead generation, decrease database management tasks, and promote interaction between a publisher and its society members.

The panelists will discuss access to the skill sets required for multidimensional content development, and how content can be adapted to help readers get to what they need more quickly, make their onsite experience more engaging, and increase their brand loyalty. 


Rebecca Rinehart, Rebecca Rinehart Publishing Partners
Rebecca Rinehart has over 40 years of experience in all aspects of STM Publishing-books, journals, periodicals, and online. She most recently was Publisher, American Psychiatric Association Publishing. Previously she served as Senior Director and Publisher, The Endocrine Society, and Senior Director of Publications at the American College of Obstetricians and Gynecologists. She also has held various editorial and management positions in commercial publishing.


Michael Roy, American Psychiatric Association Publishing
Michael D. Roy is the Executive Editor of The American Journal of Psychiatry and the Editorial Director for the journals of American Psychiatric Association Publishing. During his tenure, he has helped the venerable 175-year-old AJP recapture its stature as one of the leading medical journals in the world. Mr. Roy oversees a professional editing staff; works with members of the media on stories about upcoming studies; consults with production, advertising, and marketing staff on producing and promoting the journals; counsels authors on submissions and post-publication publicity, and works with an online innovations team on improving the web presence of the journals. Mr. Roy has degrees in business and in communications from Syracuse University. He lives in Washington, D.C., with his wife, Michelle Ueland, Ph.D., Professor and Director of the Language Center at Georgetown Law, and their certain-to-be-language-loving little girl, Miria.
Jackie Prince, NEJM Group
Jackie Prince is General Manager of the New England Journal of Medicine (NEJM), published by NEJM Group, a division of the Massachusetts Medical Society. She oversees product strategy (print & digital), business operations and financial performance for the NEJM product line. Working closely with editorial, sales and marketing teams, she and her program management team have driven development of several new product enhancements and extensions in her nearly 20 years with the organization. Most recently she oversaw the revitalization of the website and the launch of NEJM Yi Xue Qian Yan, a new digital platform in China. Jackie holds a Bachelor of Science degree from the University of Massachusetts/Amherst.
Bill Kasdorf, Kasdorf & Associates, LLC
Bill Kasdorf,, is Principal of Kasdorf & Associates, LLC, a publishing consultancy focusing on accessibility, XML/HTML/EPUB modeling, information infrastructure, and workflow. A Past President of SSP, Bill is active in the W3C (contributing to the development of Web Publications), the Book Industry Study Group (he is co-editor of the BISG Guide to Accessible Publishing), and the International Press Telecommunications Council (IPTC). He received SSP’s Distinguished Service Award, the IDEAlliance/DEER Luminaire Award, and the BISG Industry Champion Award. Bill has written and spoken widely on publishing technology and workflows. In his consulting practice, Bill has served large international publishers such as Pearson, Cengage, Wolters Kluwer, Kaplan, and Sage; scholarly presses and societies such as Harvard, MIT, Toronto, Taylor & Francis, Cambridge, and IEEE; aggregators such as VitalSource; and global publishing and library organizations such as the World Bank, the British Library, the Asian Development Bank, OCLC, and the European Union.
Paul Guinnessy, AIP Publishing
Paul Guinnessy is the Online Director for Physics Today and the Manager of all its digital assets. In this role he develops new digital products and manages all IT-related projects such as the magazine's transition to the Atypon platform. Paul provides analysis and reports on the future strategic direction of scientific and magazine publishing to the publisher and other AIP divisions. He also writes for the magazine on publishing, nuclear-related issues, space, and the environment. His work has appeared in the Economist, the Independent, the Sunday Times and numerous other publications. Paul has a degree in astrophysics from London University, and is a Chartered Physicist (CPhys) from IoP (UK).