Statistical surveys From extra copy to extra data

Statistical surveys From extra copy to extra data? ? ? Bonus Presskopia Sweden Bonus Presskopia, Sweden www. b-pk. se

Bonus Presskopia • • Oldest (32 year) Smallest (7 people) Cheapest (7 % adm. ) Most effective (2. 000 Euro/empl. ) • Less active (in research) Bonus Presskopia, Sweden www. b-pk. se

15 studies since 1973 Period 1970 -79 1980 -89 1990 -99 Schools (1 -12) 2 studies 3 studies 1 study 2 studies 1 study University (12+) Other areas Bonus Presskopia, Sweden www. b-pk. se 2000 - 1 study

Type of studies • ”Money in/money out” studies – Extra copy sampling • Schools • Universities and college – Independent research institute • Behavioural (market) studies – Interviews • Teachers about copying behaviour and attitudes • Students about copying use behaviour • Working people about copying behaviour and company policies – Independent research institute Bonus Presskopia, Sweden www. b-pk. se

Extra copy studies used for distribution Remuneration for national distribution Book group Authors org. . Publishers org. Teaching Material group Authors org. Publishers org. . Press group Journalists, autors org. Publishers org. . Rightsholders Bonus Presskopia, Sweden www. b-pk. se Music group Composers org. . Publishers org. Pictorial group Photographers, illustrators org. . Publishers org. .

Extra data – a useful complement • Extra copy is still the best method for ”money out” • Extra data is a valuable method for ”money in” – To understand your market – To learn more about your customers – To give publishers and authors a common ground for future: • Cooperation • Product (licence) development • Extra data can even be used for ”money out” distribution Bonus Presskopia, Sweden www. b-pk. se

Example Bonus Presskopia, Sweden www. b-pk. se

Internal corporate copying Share of copying Sweden (Old distribution) Newspapers 88% Magazines 12% Some rightsholders organisations asked for a study to diskuss their share of distribution Bonus Presskopia, Sweden www. b-pk. se

Two strategies 1. Collect ”extra copies” from companies and organisations 1. Cost for study: 100. 000 -300. 000 Euro 2. Study will take at least one year 2. Ask 2. 000 -3. 000 people about copying behaviour at work (and at home) 1. Cost for (pilot)study: 30. 000 Euro 2. Study will take maximum 6 months 3. Study will be possible to repeat and modify the following year(s) Bonus Presskopia, Sweden www. b-pk. se

Second strategy was chosen • First pilot study gave us – 1. 800 interviews with people who has a job – 1. 000 interviews with other people • Students • Unemployed • Retired • Data was delivered in PDF-reports and data files (SPSS) – Less than a week after the study period – Two months after final questionnaire • Cost for study: 25. 000 Euro Bonus Presskopia, Sweden www. b-pk. se

A lot of (extra) data was delivered Bonus Presskopia, Sweden www. b-pk. se

Primary results ”shocked” Share of copying Sweden (Old distribution) Sweden (New study 2003/04) Newspapers 88% 43 % Magazines 12% 57 % Bonus Presskopia, Sweden www. b-pk. se

Need for more ”extra data” • Other Nordic countries – – – Similar legal environment Similar culture and behaviour Similar economy Similar language Similar organisations Similar license portfolio Bonus Presskopia, Sweden www. b-pk. se

First Nordic ”benchmarking” Share of copying Sweden (corporate) Norway (school and corporate) Newspapers 43 % 41 % Magazines 57 % 59 % Bonus Presskopia, Sweden www. b-pk. se

Second Nordic ”benchmarking” Share of copying Sweden (corporate) Norway (school and corporate) Finland (school and corporate Newspapers 43 % 41 % 25 % Magazines 57 % 59 % 58 % Bonus Presskopia, Sweden www. b-pk. se

Third Nordic ”benchmarking” Share of copying Sweden (corporate) Norway (school and corporate) Finland (school and corporate Denmark (school and corporate) Newspapers 43 % 41 % 25 % 42 % Magazines 57 % 59 % 75 % 58 % Bonus Presskopia, Sweden www. b-pk. se

Sharing results helps Share of copying Sweden (Old distribution) Sweden (New study 2003/04 Sweden (New distribution) Newspapers 88% 43 % 75 -65 -55 % Magazines 12% 57 % 25 -35 -45 % Bonus Presskopia, Sweden www. b-pk. se Copying will (probably) in the future include printing from magazine websites on Internet

43% Knowledge transferring 41% 42% 25% Possible to transfer findings about copying behaviour if you share social and cultural values Source: http: //www. worldvalues survey. org/library/main _illustrations. asp Bonus Presskopia, Sweden www. b-pk. se

Need for new studies in Sweden • University and colleges – Analogue and digital(? ) copying • School sector – Analogue and digital(? ) copying • Corporate – Analogue and digital(? ) copying Bonus Presskopia, Sweden www. b-pk. se

Infosoc will be implemented in July 2005 • • • The Swedish Government has decided to refer a proposal, in which the Infosoc Directive is implemented into the Swedish Copyright Act, to the Council on Legislation. After the council’s opinion on the proposal a bill is expected to be submitted to the Parliament in March. The changes are proposed to take effect 1 st of July 2005. Of importance to Bonus Presskopia’s licensing is the following: – Reduced private/personal copying – New Extended Collective License • Internal corporate copying (analogue) – Expanded Extended Collective License • Educational copying (analogue and digital) Bonus Presskopia, Sweden www. b-pk. se

We need more knowledge about the user/market perspective Bonus Presskopia, Sweden www. b-pk. se

From analogue to analogue+digital Collect a lot of data and use a lot of variables Talk with a lot of people Try to be future sensitive Analyse with fantasy Bonus Presskopia, Sweden www. b-pk. se

Learn from each other Don’t be afraid to be a copycat Bonus Presskopia, Sweden www. b-pk. se