I'm on my annual summer hiatus for the month of July so I'll be only publishing my weekly Friday Fun posts as well as re-posting some of the interviews I did a few years ago on the old blog with people from the publishing, library and science worlds. Not that my posting of late has been particularly distinguishable from the hiatus state, but such is the blogging life after nearly ten years: filled with ups, downs, peaks, valleys.
This interview with Mike Morgan is from April 24, 2007.
It's time for another in my occasional series of scitech publishing/blogger/scientist interviews. This time around I have a few questions for Michael Morgan, formerly of Morgan Kaufmann and now with tech publishing newcomer Morgan & Claypool. I first met Mike at SLA in New York City a few years ago at a party, still well before the launch of the new product, and his ideas for what became Synthesis really struck me as a terrific idea, in many ways a possible template for the future of "book" publishing in computer science and engineering. I've been happy to support it from the beginning, as I think good work deserves our support, and I'm even happier to give Mike an opportunity to talk a bit about himself and his company's new product. Thanks, Mike!
Q0. Please tell us a little about your education & career path to this point and a bit about the thought processes that lead to the forming of Morgan & Claypool.
I've been in publishing my entire career. I graduated from Connecticut College, one of the great small American liberal arts colleges. I started my publishing career at Addison-Wesley, first as a college traveller (sales representative) and then as a computer science editor. In 1984 I was invited by William Kaufmann (former president of Freeman) and Nils Nilsson (a Stanford computer scientist) to join them in founding Morgan Kaufmann Publishers. We built Morgan Kaufmann as an independent company for 14 years and then merged with Academic Press, a subsidiary of Harcourt.
At Academic Press, I became VP of book publishing and also remained as president of Morgan Kaufmann. After three years, Reed Elsevier acquired Harcourt and therefore Academic Press and Morgan Kaufmann. At that point, I had been at Morgan Kaufmnann for 17 years and it seemed like a natural point to consider doing something else so I left and took some time off. After a few months, Joel Claypool, who was engineering publisher at Academic Press, suggested the key idea behind Synthesis and we started Morgan & Claypool to develop it. Both Joel and I are book publishers. We had observed the transition of journal publishing from print to electronic and saw that there was the opportunity to pursue some interesting publishing ideas with the technology and business models that had been created.
Q1. Could you tell us a little about what Synthesis is?
Synthesis is a large (and growing) collection of original, innovative content in engineering and computer science. We publish across about 30 areas now, for example: bioengineering, computer graphics, signal processing, artificial intelligence and are adding new areas on an ongoing basis. The documents in Synthesis are called "lectures" and are essentially 50-150 page peer reviewed book-like presentations of key topics in research and development written by active researchers. They are shorter and more targeted than typical books but broader and provide more of a "synthesis" than a journal article. Also, since they are created and delivered electronically they can be revised frequently. They can also include multimedia elements such as animations, code, video, audio, etc, although we haven't done much of that yet.
The concept of a short targeted presentation that can be updated frequently turns out to be very powerful. It enables presentation of cutting edge, active research topics that are moving too fast for books but for which there is a need for a tutorial overview. Our target audience is researchers who need to come up to speed in an area outside of their own, graduate students and advanced undergraduates, and engineers who are looking into new ideas for application. Another great application of this model is short pedagogically oriented treatments of more mature subjects that can be used for courses or professional development. Since our license encourages unlimited classroom use of Synthesis faculty can assign a lecture to supplement traditional textbooks at no additional cost to the student.
Q2. In reference to Synthesis, who's harder to convince that the model is a good one, faculty or librarians? Have you had a lot of feedback from teaching faculty and students so far, or are you not getting much from them yet?
Although we have had very gratifying support from our library community, the most active initial excitement came from faculty. I have personally discussed this idea with hundreds of faculty in computer science and have never in my career heard such enthusiasm for a publishing idea. The Synthesis lecture fills the need for a vehicle to present a first synthesis of a new field for students and researchers in other areas. As science and engineering expand and become more interdisciplinary, there is a growing need to understand new areas. Most journal articles are not very useful for this since their purpose is to record new research and not to summarize and synthesize the state of the art.
On the other hand, the business model for traditional books makes them equally unsuitable for the presentation of material that will need updating within a year. Faculty are very aware of this gap since they live with it every day. A strong indicator of their enthusiasm is the number of prominent researchers who have volunteered to author, edit and referee lectures. These are typically people who would not take time from their research to write books but who have seen what a strong contribution a lecture can make to their field. Since most of our content has been published for only a few months we've not yet had much feedback from users on the published lectures other than from usage statistics.
Usage has been growing substantially. For some lectures, we are approaching over 1000 downloads within a few months after publication which is much higher than one would see for a journal article.
Q3. What have been some of the challenges so far, for example, keeping the lectures short, getting good metadata, recruiting authors?
Well, on the content side, our greatest challenge is getting authors to finish. We and our editors have been very picky about choosing authors and all of our lectures are written by invitation. The positive result is that we have been able to recruit some of the most prominent researchers as authors. The negative result is that these are busy people with the most demands on their time. We act as advocates for their future audience and give them every encouragement (translation: nag, plead, beg) to get the lecture to the top of their stack. Then, once they finish a first draft, the manuscript is reviewed by their peers. Our task is then to get them to put in the additional time to revise.
On the library side, I guess our biggest challenge, which is now beginning to diminish, has been gaining credibility. Librarians haven't seen too many new companies start in the last 10 years and they haven't seen many new original electronic content products, most have been digitization of existing print works or aggregations of the same. Also, they have only seen a few undertakings that were really serious about high quality content. Although Joel and I are well known in engineering and computer science, as professional book publishers we weren't known by many librarians. So, in the beginning, we needed to overcome some skepticism. We had strong early support from a group of visionary libraries and librarians who are actively involved in the engineering library community to whom we owe a great deal.
Now that Synthesis has been licensed by many if not most of the top engineering schools and is beginning to be licensed more broadly this is less of an issue for us, at least in North America.
Q4. What's the future of print books in the computing field?
I think that this is very much dependent on what is available in terms of reading devices, electronic paper and personal printers. The main current advantages of econtent are in distribution, availability, search, linking and multimedia features. However, it seems that many people prefer reading in print, especially longer documents such as books. Once we have higher resolution screens, ergonomically enjoyable portable reading devices or even personal printers that can economically print and bind at the desktop, the preference for buying print books should decline. It's likely that this will happen first in engineering and computer science.
Q5. Who do you see as your main competition at this point? Other ebook providers or free stuff on the web? Wikipedia?
There are three potential fronts for competition for Synthesis: for authors, for library funds and for interest from readers. We don't feel much competition from other publishers for authors and content. Most of our authors are interested in a Synthesis lecture because their topics are moving too quickly or are too narrow for books. Also, since we give our authors the right to reuse their lecture material later in writing a longer book for any publisher, they don't have to choose. Our biggest competition for authors is for their time. For library funds, our competition is increasingly going to be other ebook providers as publishers make more of their lists available. Our challenge will be to convince librarians that the content in Synthesis is unique and valuable and that it is not just another ebook collection comprising digitised traditional print books. In terms of attention from readers, most of our content is unique but they are increasingly overwhelmed by the amount of content available. We will need to work hard at marketing, creating awareness and enabling discovery to compete against an increasing amount of noise. Although I am a big fan of Wikipedia, we don't see much competition from it at the advanced level of our content.
Q6. I had to get one Morgan Kaufmann question in -- in all the time you were at Morgan Kaufmann, what's the one thing you're most proud of? Do you have any regrets?
I am most proud of the community of authors and list of great books that we built. I think we were successful in creating a culture of collaboration and respect for authors that produced some great work. I think it's fair to say that several MK books made substantial contributions to computer science and that most faculty in such areas as computer architecture, databases, computer human interaction, graphics, networking and AI would agree.
My one regret is that we didn't keep MK independent. We merged the company with Academic Press to provide an exit strategy for our investors which was only fair to those who had made MK possible in the first place. Many of the original MK staff, especially in editorial, are still there and continuing a tradition of great publishing. It would be very interesting to be developing Synthesis in that context. On the other hand, if we hadn't merged with AP, Joel Claypool and I might not have developed the working relationship that led to the development of Synthesis and Morgan & Claypool. Ultimately, I think that Synthesis and Morgan & Claypool have the potential to make a much more significant and unique impact for our disciplines.
Q7. Finally, what's the best and worst things about your job these days?
The best thing is to be working closely with authors and librarians to do something so worthwhile. I've always worked closely with authors but it's been very rewarding to discover this new collaborative community of librarians. As a professional book publisher you don't have a community of (non reader) customers that is so engaged and knowledgable. For example, I am writing this from a UK library conference where I have spent pretty much every waking moment of the last three days in conversation with librarians, including on the disco floor until 2:30am this morning.
Frankly, there is not much that is bad. If I had to pick something, it would be the sense of feeling stretched too thin. In the traditional book world, most of the innovation is limited to content and everything else is pretty well established. With Synthesis we think about innovation in content, delivery, user experience, discovery, business models, digital archiving, and the list goes on.