Success Stories and Failures in Digital Publishing

Mike Shatzkin (The Idea Logical Company, Inc.), Maria Bonn (University of Michigan University Library), D.C. Denison (The Boston Globe), Jesse McDougall (Me), Andrew Bolwell (HP), Andrew Malkin (Overbrook Consulting Group)
Location: Broadway North (6th Floor) Level:
Average rating: ***..
(3.43, 7 ratings)

A growing industry requires experimentation, and experimentation inevitably leads to stories of success and failure. In this frank discussion, panelists will recount their digital content wins, losses, and lessons learned.

Topics will include:

  • Author DC Denison’s exercise in self-publishing turned into a crash course in ebook formats and digital content management. And after getting through all that, he’s still presented with one major challenge: how to improve his book’s #91,088 ranking in the Kindle store.
  • Chelsea Green Publishing has long attracted an audience in the company’s sustainable living products, but a true shift from “audience” to “community” required an embrace of the Web.
  • A serendipitous meeting at TOC ’08 between Maria Bonn from the University of Michigan library and Andrew Bolwell from Hewlett-Packard led to an unexpected – and significant – reprint project.
  • What was the inherent difference between a classification of “POD” and “OD” for Macmillan, Rodale and Lightning Source? This along with other hurdles were encountered by Andrew Malkin and his team as they discovered that identifying the appropriate content to digitize was often the easiest part of the process. He will share how they worked through multiple issues amongst
    partners, educated one another and ultimately learned many useful lessons as they moved from limited activity to a functioning rhythm and broad participation in the digital landscape within a year’s time.

Mike Shatzkin

The Idea Logical Company, Inc.

Mike Shatzkin is Founder & CEO of The Idea Logical Company. During more than 40 years in publishing, he has played almost all the roles: bookstore clerk, author, agent, production director, sales and marketing director, and, for the past 30 years, consultant. His client list has included most of the major publishers in the United States and many outside the US, as well as a variety of up- and downstream trading partners, many somehow involved with new technology area.

Since co-organizing the first “Electronic Publishing and Rights” Conference sponsored by PW in the early 1990s, Mike has been speaking and writing and fostering discussion about digital change. He is the Conference Chair for Digital Book World, which held its debut conference in January 2010. The focus there was on trade publishing and there was a very different attendee base than comes to Tools of Change.

As we approach Tools of Change 2010, Mike is planning the next Making Information Pay conference (May 6) for Book Industry Study Group and getting started on organizing Digital Book World 2011. But what he’s most looking forward to is 6 baseball games in 5 days at Spring Training in Florida over the first weekend in March.

Photo of Maria Bonn

Maria Bonn

University of Michigan University Library

Maria Bonn is Associate University Librarian for Publishing at the
University of Michigan University Library, where she is responsible for developing and coordinating the publishing program and services of the University Library, including the University of Michigan Press and the Scholarly Publishing Office.

Photo of D.C. Denison

D.C. Denison

The Boston Globe

D.C. Denison is an editor at The Boston Globe who works at the
intersection of the newspaper and its website, He is the
author of “As Seen on TV” (Fireside/Simon & Schuster)

Photo of Jesse McDougall

Jesse McDougall


Jesse is the author of eight books about internet, business, and community-building strategies. His latest is #tweetsmart: 25 Twitter Projects to Help You Build Your Community and Content Marketing—both from O’Reilly Media.

When he’s not writing, Jesse is a web developer, digital strategy consultant, and aspiring farmer.

Most recently, Jesse was the Director of Development & Marketing (and co-owner) at Catalyst Webworks. He and his wife sold the business in 2012.

Currently, Jesse is working as a consultant to the book publishing and content industries. He is a regular contributor to The Huffington Post, Book Business Magazine, and GOOD. He and his wife live in Gloucester, Massachusetts.

Photo of Andrew Bolwell

Andrew Bolwell


Andrew Bolwell is a Director for HP’s Corporate Venturing unit, with
the charter to proactively identify and pursue new market
opportunities that have the potential to be significant, game
changing, and disruptive new businesses for HP. In this role, Andrew
has been instrumental in helping incubate new businesses for HP across
a diverse range of markets and industries including mobility, telecom,
media and entertainment, publishing and Web2.0.

Photo of Andrew Malkin

Andrew Malkin

Overbrook Consulting Group

Andrew Malkin is a Senior Associate at Overbrook Consulting Group, a
management consultancy primarily focused on Media & Entertainment.
Over the past twenty years, he has held a variety of marketing & sales
functions from public relations at HarperCollins and field sales at
Random House to category management at eBay. In 1999, he temporarily
left publishing to obtain his MBA from Kellogg/Northwestern then
returned in a newly created integrated marketing position at Time
Warner Book Group as Brand Manager, Franchise Authors working on James
Patterson and Rich Dad, Poor Dad. Following that, he went on to head
up international sales at Ingram and oversee all trade book sales for

  • Impelsys Inc.
  • Ingram Industries
  • oXygen XML Editor
  • Adobe Systems, Inc.
  • codeMantra
  • Connotate
  • DPCI
  • Innodata Isogen, Inc.
  • LibreDigital
  • Lulu
  • Malloy
  • Mark Logic
  • Media Services Group
  • Quark, Inc.
  • ReadHowYouWant
  • RSuite
  • Safari Books Online
  • Smashwords, Inc.
  • Sterling Commerce
  • Verso Digital

Sponsorship Opportunities

For information on exhibition and sponsorship opportunities at the conference, contact Sharon Cordesse at

Press and Media

For media-related inquiries, contact Maureen Jennings at

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