Ingram Industries

For future TOC Online Conference sponsorship opportunities, please contact Sharon Cordesse at

Thursday, October 8th

US-Pacific Daylight Time:
9:00am - 12.30pm

US-Eastern Daylight Time:
12:00pm - 3:30pm

Cost: $149

Location: Online,
from the comfort of your desk.

Price includes access to the recorded sessions after the live event.

If the publishing industry has learned anything in recent years, it's that you can't ignore change and expect to succeed. The TOC Online Conference provides an ongoing forum for exploring the latest issues, without the expense or inconvenience of travel. It's our way of bringing TOC to your desktop and keeping the conversation alive throughout the year.

In an online conference, participants log on and attend sessions, enter into discussions with other participants and presenters using the live chat, and are able to pose questions and interact with people from all over the world. It has a similar structure to a physical conference, except that you attend the sessions via your computer from the convenience of your office or home. You'll take breaks between sessions and enjoy lively conversations with your fellow attendees.

The O'Reilly Tools of Change for Publishing Online Conference - Fall 2009
An Emphasis on Ebooks

The inaugural TOC Online Conference has concluded. Thank you for your attendance and interest in TOC.

Agenda/Schedule | Discounts | Program Committee

Since the last Tools of Change for Publishing Conference in February 2009, digital issues have continued to challenge our industry and create opportunities for those bold enough to innovate. Join us on October 8th for this half-day online conference to explore the state of the art of electronic publishing. This single track and interactive event will dive deep into three areas of innovation and opportunity.

  • Ebook Pricing: Is $9.99 the new price for ebooks? How can publishers add value and increase margins with ebooks?
  • What Do Readers Want? How are readers responding to ebooks and the plethora of new devices? What do they think of our efforts to date?
  • The Future of Electronic Reading: Ebooks, Ereaders, and Beyond: This presentation will cover the current state of the art in eBooks and eReaders - discussing the technologies currently at play and those coming in the near future.

In this half-day online conference, you'll have the opportunity to hear from experts, share your ideas, and join in a conversation with panelists and other participants, all looking to build a solid and profitable future for publishing.

The O'Reilly Tools of Change for Publishing Conference is the meeting ground where emerging trends are examined, predictions are made, and new strategies for publishing come to light. In this online counterpart to the O'Reilly TOC conference, we'll explore today's pressing issues.


Welcome & Introduction

US-PDT: 9:00am - 9:20am
US-EDT: 12:00pm - 12:20pm

Conference Chair: Allen Noren

Ebook Pricing

US-PDT: 9:30am - 10:20am
US-EDT: 12:30pm - 1:20pm

Is $9.99 the new "normal" for ebook pricing? Or is the sweet spot closer to $3.99, or $1.99, through the iTunes store? As the age of ebooks dawns, publishers are struggling to find pricing that works for their customers and their business models. It's a time of transition fraught with challenges and opportunities.

Moderator: Joe Wikert
Speakers: Hugh McGuire, Neelan Choksi, Trip Adler, Michael Tamblyn


US-PDT: 10:20am - 10:30am
US-EDT: 1:20pm - 1:30pm

What Readers Want

US-PDT: 10:30am - 11:20am
US-EDT: 1:30pm - 2:20pm

All too often our understanding of what readers want is based on what we want ourselves, or outdated assumptions, or even worse—guesses. In this session, panelists will examine the state of the publishing industry through a reader-centric lens.

Moderator: Kassia Krozser
Speakers: Jane Litte, Malle Vallik, Angela James, Sarah Wendell, and others.


US-PDT: 11:20am - 11:30am
US-EDT: 2:20pm - 2:30pm

The Future of Electronic Reading: Ebooks, Ereaders, and Beyond

US-PDT: 11:30am - 12:20pm
US-EDT: 2:30pm - 3:20pm

Speaker: Matthew Bernius

2009 has been a watershed year for ebooks. According to the Association of American Publishers, not only did are year to date ebooks sales up 149.3%, June 2009 saw the highest amount of ebook trade sales so far, $14,000,000 in total. Internationally more than a dozen new ebook readers have been either released or announced, and more are on the way. As Tech consultant and author Geoffrey Moore would put it, the ebook industry is now in the midst of "crossing the chasm," moving from an audience of early adopters towards mainstream markets.

This presentation will cover the current state of the art in ebooks and ereaders - discussing the technologies currently at play and those coming in the near future. Drawing up lessons from the adoption of other products, the presentation will also discuss trends that may influence the long term development of these technologies.

Note: TOC Online Conference Fall 2009 will be recorded and made available to attendees free of charge afterwards.

Program subject to refinement.


All TOC alumni receive a 50% discount to the TOC Online Conference Fall 2009. If you attended a past TOC conference but have not yet received your email invitation to TOC Online Conference with the discount code, please send a message to

Note: All TOC Online Conference participants will receive a 20% discount on the O'Reilly Tools of Change for Publishing Conference, happening February 22-24, 2010 in New York, NY.

Questions? Please send an email to

Program Committee

Allen NorenAllen Noren
Allen Noren is VP Online at O'Reilly Media. He's been with the company since 1992 when one of his first jobs was to maintain the O'Reilly Gopher site. He was a founding member of the GNN team that built one of the first commercial web portals, and was part of the group that created Safari Books Online and SafariU. He currently manages O'Reilly's online efforts.

Andrew SavikasAndrew Savikas
Andrew Savikas is the Vice President of Digital Initiatives at O'Reilly Media. He's worked on several key publishing technology initiatives at O'Reilly, including the design and deployment of an open-standards-based XML content distribution platform. Andrew is also an advisor to Safari Books Online, O'Reilly's joint venture with Pearson Technology Group. His recent work has also included helping to plan and execute O'Reilly's ebook and digital publishing strategy. He is a frequent speaker at publishing and content management conferences, a regular contributor to O'Reilly's "Radar" blog, and the author of "Word Hacks: Tips & Tools for Taming your Text". Andrew has an MBA from Northeastern University in Boston, and a B.S. in Media Studies from the University of Illinois.

Mac SlocumMac Slocum
Mac Slocum is the Managing Editor of O'Reilly's Learning division and frequently writes about the intersection of publishing, technology and the digital transition on the TOC blog. He's worked as an online editor/producer/writer at a variety of outlets and he's taught Web journalism and technology courses at Emerson College in Boston. His fascination with publishing and technology started in college when he put the student newspaper online (fortunately, that early effort has been expunged from the Internet record). Mac holds a B.A. in journalism from the University of Richmond and a master's in journalism from Emerson.

Joe WikertJoe Wikert
Joe Wikert is a publishing executive with 20+ years of industry experience. He is currently General Manager of the OTX division, which publishes the storied "animal books," at O'Reilly Media, Inc. Prior to joining O'Reilly he was a Vice President and Executive Publisher in the Professional/Trade division of John Wiley & Sons, Inc., and had management responsibility for the WROX and Sybex imprints. Since graduating from Purdue University with a degree in management and computer science, Joe has held a variety of sales and editorial positions in the publishing industry. He is also the author of seven books on programming languages and computer applications. Joe regularly shares his publishing industry thoughts and outlook on his Publishing 2020 blog which can be found at; as the proud owner of an Amazon Kindle, Joe also blogs about his e-book reader experience on