Lovell Johns have been providing mapping services and interactive mapping solutions to the publishing industry for over 40 years. Over the last ten years we have seen a huge shift in the services that publishers are looking for, from film or static files for artwork to much more sophisticated digital.
One of the key changes in mapping formats has come with the introduction of SatNav’s. When it’s time to get moving, whether travelling in the UK or abroad, drivers are much more likely to check their route on a computer or let their SatNav do the work, rather than pull out a paper map. Part of this could be because there is an unease with map reading, not been helped by the neglect of teaching geography and mapping skills at school.
As in-car navigation units become more popular and the prevalence and use of free online directional mapping services increases, paper maps are becoming less and less popular. It is no coincidence that Road Atlas sales have steadily declined over the last two years.
Publishing companies have been looking at strategies to combat this decline in paper map sales, and whilst I am not best placed to speak about these strategies, I can comment on the development and work we do on behalf of the publishing companies.
Most, if not all mapping publishers and cartographic companies have been creating and storing their data digitally for the last 10 years and we, as an industry, must now look at ways of how to exploit these data in non-paper mediums.
How best to generate revenue from the mapping that map publishers and cartographers create is a tricky problem. The digital era has lowered the perceived monetary value of maps. In fact the biggest issue we face is that maps are seen as something that should be available free of charge. This problem is exacerbated by the likes of the free online mapping providers who allow customers to view maps and provide directional information for anywhere in the world. Not only this but the user can print the map at no extra cost!
So, how does our industry raise the profile and value of mapping, whilst still embracing the need to move forward into digital publishing? A good start is by creating content that is enriched with interactivity, adding that elusive ‘value’ to the product.
Here at Lovell Johns, we’ve been working with Swedish National Encyclopaedia to bring their map content kicking and screaming into the 21st Century. Many encyclopaedia companies across the world have already turned their traditional books into online fact finders. Many of these sites include static maps for online reference, appearing very much as they would in the hard copy version.
Swedish NE has gone further, to ensure that their website mapping has interactivity at its core. We have been working with Swedish NE and have developed a range of interactive maps and games to enable the user to get involved with the mapping.
Of course, the Swedish NE are not alone; there are other publishers working hard to develop their digital map offerings;
Lonely Planet – currently selling a range of digital city maps and guides available for use on mobiles and also some PSP ready software.
A-Z - mobile/PDA enabled street maps and now cycle guides. These cycle guides have been developed using information from TFL and CycleCity Guides. Information displayed includes traffic free routes, indexes (including cycling shops) and much more.
DK – one of my favourites. On the DK website they now have a fantastic new interactive feature enabling you to create your very own customised travel guide. You can pick and choose what information you want to include, design the front cover and purchase as a PDF or get the printed guide sent to you.
Whilst we continue to work with mapping publishers to create digital content, we also have to encourage the data providers, such as the Ordnance Survey, to work with us. The digital publishing world is fast changing and evolving where traditional data licensing models are inappropriate. It is vital that key data providers, such as the Ordnance Survey, position themselves to offer flexible licensing and react quickly to changing market demands. Our expertise lies in taking data and using it to create digital content that is creative and interactive; without good data, our lives are a whole lot harder!
The future of digital mapping lies in creating content that continues to push the boundaries of interactivity, customisation and personalisation. Technology no doubt will play a key part in this and eventually online mapping content will, I’m sure, be created on-the-fly and customised to the user’s interests. This is great news for provider and user alike because we can be creative and innovative whilst offering fun and exciting products.
Whilst digital mapping content will increase exponentially over the next 5 years, I very much doubt that paper maps will disappear from the shelves completely. Satnavs are currently not infallible; you only have to listen to the news to hear stories about lorries being directed down narrow lanes and cars into rivers! Walkers will still use their dog eared maps and sailors their navigational maps. Add to that the fact that you can still buy an old fashioned British Isles Atlas for as little as £3.99 and I’m sure that paper maps will still be being sold for years to come.
Although it’s possible that in the future children may no longer ever have to use an atlas or fold out map, I’m sure they still will.
Ben Hill
Director
www.lovelljohns.com
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