Bookboon presentation
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The subject of my case study will be Bookboon, the Danish publisher of academic and business textbooks. What makes Bookboon's books different is that they are all available completely free; the company generates revenue by offering advertising space in its textbooks.
The advertising space is particularly attractive because of it can be personalised. The textbooks are downloaded as PDFs (they are only available digitally, although there are no restrictions on printing the downloaded file). Into the PDF, adverts are automatically inserted depending on the course of study and location the user submitted when they registered. If a student said when they registered, for example, that they are studying Law in the UK, they could expect to see adverts for graduate recruitment schemes at UK law firms or further courses of study at British universities. In Germany, where Bookboon has become especially popular, the adverts can be personalised on a state-by-state basis.
There were 11 million downloads from Bookboon in 2011, and Thomas Buus Madsen, the company's COO, says he sees “no reason for us not to hit 50 million by the end of 2012.”
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