The Brave New World of Scientific Publishing
BioInformatics, LLC, November 2008, Pages: 154
The Brave New World of Science Publishing is the most comprehensive study of scientists’ use of social media ever undertaken. This report is designed to help publishers understand what scientists expect—and prefer—as Web 2.0 capabilities become the new industry standard. Scientists and publishers rely on each other to establish the priority of discoveries, to validate the scientific process by peer review, to disseminate findings and to establish the scientific record. However, social media threatens current business practices, and publishers that do not respond to these challenges, or respond by further entrenchment of traditional positions, could find themselves becoming increasingly unnecessary and irrelevant.
In the decade since the report has been published its first study on how life scientists use electronic journals; the scientific publishing industry has weathered many storms. It has had to adapt rapidly to disruptive technologies, such as the emergence of the Web as a rival medium, as well as grapple with a changing business model resulting from societal and economic forces. Some scientists, especially pioneers of the Open Access moment, have prophesied the end of traditional publishing as we know it.
Now come 'Web 2.0' and 'social media'—two related phenomena that again present publishers with perils but also unparalleled opportunities, at least for those willing to accept new challenges. Scientists have always closely identified themselves with communities representing specific, often quite narrowly focused, disciplines and areas of research. This desire to connect with like-minded scientists is amplified by social media, open access and online data sharing. The Brave New World of Science Publishing shows that publishers are in an enviable position to leverage their existing reputations to take advantage of social media—provided that they resist the temptation to view it as the same type of threat the Web was perceived to be in the mid- to late 1990’s. Publishers have the opportunity to use this latest form of communication to reinforce the mandate to communicate and collaborate that drives scientific research. In addition this report will also be indispensable to life science suppliers and advertisers seeking to bond with customers via social media.
Hyperlinked citations, Letters to the Editor and editorial comment are valued elements of scientific publications. However, social media affords publishers the ability to go far beyond these basic functions and enhance value to readers by delivering a richer and more meaningful experience. To survive, publishers must re-evaluate the roles they have traditionally played in scientific communication and more than 1,500 scientists surveyed for this report share their opinions on how social media can provide new tools to further the advancement of science.
From their growing use of discussion boards, blogs, wikis, video and podcasts, scientists are learning how to employ Web 2.0 and social media tools to good effect. The Brave New World of Science Publishing will help publishers keep pace with the expectations of their readers while reinforcing their positions of respect and authority.
- Most Valuable Aspect of Social Media Relating to Purchasing
- Types of Social Media Tools Used in Research
- Use and Awareness of Online Science Communities & Networks
- Perceptions of Google Scholar
- Purchasing Authority of Respondents
- Lab Operating Budgets & Trends of Respondents
- Number of Publications of Respondents
- Key Demographics and Market Segmentation
- Insights and Perspectives
- Sources
- Other Publications
- About BioInformatics, LLC
- Our Valued Clients
The Changing Influence of Traditional Media:
- Change in the Number of Subscriptions to Scientific Journals
- Frequency of Online Journal Readership
- Importance of Receiving Print Journals
- Number of Journals Read (by gender, region)
- Top Factors in Deciding Where to Publish
Scientists are Becoming Sophisticated ‘Consumers’ of Social Media:
- Time Spent Using Social Networking Tools
- Top Three Social Media Tools
- Most Important Search Functions
- Familiarity With Literature Aggregators
- Satisfaction with Features of Online Journals
- Desired Online Journal Features
- Product Purchasing Criteria
- Most Trusted Information Sources
- Awareness of Online Scientific Communities & Networks
- Value of Online Scientific Communities & Networks
- Perceptions of Google Scholar
Traditional Publishing Remains Important:
- Comparison of Online Journal Readership
- Trustworthiness of Non-Peer Reviewed Articles
- Authors’ Rights to Publish
- Web 2.0 Features for Non-Peer Reviewed Articles
- Most Important Types of Online Journal Content
- Reactions to Open Access
- Relationship Between Experience & Deciding Where to Publish
Are Traditional Publishers the Guardians of Scientific Knowledge?
- Implications & Conclusions
Methodology and Questionnaire:
- Questionnaire Overview
- Questionnaire Design
- Analytical Techniques
- Demographics
- Glossary of Web 2.0 Terms
- Questionnaire—Scientific Journal Usage
STM Journal Profiles:
- BioTechniques
- Cancer Research
- Cell
- Journal of Biological Chemistry
- Journal of Immunology
- Journal of Neuroscience
- Journal of Virology
- Nature
- Nature Biotechnology
- Nature Genetics
- New England Journal of Medicine
- Proceedings of the National Academy of Science
- Public Library of Science
- Science
- The Scientist
Appendices:
- Additional Analysis and Demographics
- Summary of Differences Between Key Demographics
- Time Spent Reading Scientific Journals
- Communications Channels to Promote New Journals
- Allocation of Search Time
- Online Journal Web site Features
- Product Purchasing Criteria Difference by Age
- Influence of User-Generated Content and Social Media Tools
- Impact of Social Media on Lab Purchasing Decisions
The Brave New World of Scientific Publishing is based on responses to a 37-question online survey conducted by BioInformatics, LLC (Arlington, Virginia, USA). 1,557 scientists who participated in this survey between May 27 and May 30, 2008.
The electronic questionnaire was fielded to registered members of The Science Advisory Board. BioInformatics sponsors The Science Advisory Board, an online community of more than 40,000 scientists, physicians and healthcare professionals from around the world. The Science Advisory Board is divided into two panels (Research and Clinical) and “convenes” regularly via the World Wide Web to voice their opinions on a wide variety of issues relating to biomedical research and clinical technologies. These experts—representing all aspects of the life sciences and medicine—have agreed to make themselves available to participate in our online research activities. The Science Advisory Board members who participated in this study were drawn from the Board’s Research Panel.
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