1. Digital Revenue Innovation in
Scholarly Publishing
-Expanding Industry-related Revenue Opportunities in the Digital Arena-
SSP Webinar
October 16, 2012
Jennifer L. Badua, Director, Business Development
The Journal of Bone & Joint Surgery Inc.
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2. Setting the Scene
• JBJS is an independent, not-for-profit
publisher (NOT society or association
published)
• Focused on orthopaedic surgery
• Over 100 years old
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3. The Situation in 2010
• New CEO with an eye
on innovation
• Goals of expanding
product
portfolio, diversifying
revenue sources
• Shifting industry
budgets
• Industry clients
expressing an interest
in more digital
• An audience facing
information overload
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4. Stakeholders
Board
Finance CEO
Assoc
Circ Pub/
GM
The
Project
Prod
Mktg
Mgmt
Biz Dev Editorial
Adv
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5. We Needed to Take the Bull by the
Horns
• Significant investment
• Semantic tagging
• 2 new online-only products
• Targeted ads against content (across all 3 sites)
• More focus on online ops
• Integrated advertising incentive plans
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6. Better Targeting for Readers
and Advertisers
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7. 7

8. The Results
• More relevant content for readers
• Advertising was seamless for users (no complaints)
• More new clients (and new client types)
• Better performance - CTR for targeted campaigns is 53% higher
than for all campaigns combined (Jan – Sept 2012)
Overall
average, all
campaigns
Average
targeted
CTR
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9. What’s Next?
• Mobile
• New creative sizes
• More Apps
• More Email
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10. We have to disrupt our own business
before someone else beats us to it……
Thank You!
Jennifer L. Badua
jbadua@jbjs.org
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