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cultural heritage institutions might have to learn in the networked environment. If they
engage in selling products (physical as well as digital) or subscription-based services, one
method they would need to explore and use intensively is up- and cross selling (or, to use a
more familiar term: referring between content and related products or services they or
institutional partners can offer). As a participant in the DigiCULT Expert Round Table on
exploitation stated:
"What we need to do is what most IT resellers do and amazon.com does, things like that
which say that when you are looking for one particular thing you may also be interested in
x or y. Most of our cultural sites do not do that very successfully or at all and I think that's
something that we really properly have to look in. Because, that is what people are
becoming used to on the Internet. And I think that is what they will want to look at in our
institutions as well. Plus from just a purely commercial view it gives you lots of opportu-
nities therefore to buy up, sell bits and pieces. Rather than have a separate shop, why should
not you be offering the item at the point you are looking at the record of it?" (DigiCULT
ERT, Edinburgh, July 24, 2001)
With regard to cultural heritage institutions, the list of e-products of which experts think
companies, other institutions, or individual customers would pay for includes educational
material (e.g. courseware for teachers or students) and digital surrogates of cultural heritage
objects (images).
As one would not expect many cultural heritage institutions to engage on a regular basis
in the production of elaborated educational material, digitised cultural resources are today
clearly expected to be the most promising (niche) market. In a later chapter the "fitness" of
cultural heritage institutions to enter into this market will be analysed in more detail.
Medieval musical scores handlo.com
Handlo Music, located in the historic city of Bath, England, offers digitised medieval
musical scores to amateur choirs. It has been active for four years, and has a selection of
2,800 scores online, with a further 1,250 scores available on request.The scores can be
downloaded as pdf-files; prices are from $ 2,5-12.
<http://www.handlo.com/>
Selling "all the marvellous details of real life" in historical periodicals - Accessible
Archives, Inc.
Accessible Archives (Malvern, PA, USA) was founded in 1990 and makes historical
information, previously furnished only on microfilm, available online and on CD-ROMs.
The focus lies on early American periodicals that reflect a broad and rich view of the times:
"Eyewitness accounts of historical events, vivid descriptions of daily life, editorial obser-
vations, commerce as seen through advertisements, the cavalcade of births and deaths... all
the marvellous detail of real life that a newspaper contains".
The databases provided allow for full-text research, transcribed individual entries are
complete with full bibliographic citations and are organised chronologically.They include
for example:The Pennsylvania Gazette 1728-1800 ("The New York Times of the 18
Century");The Civil War: A Newspaper Perspective, November 1860 - April 1865 (inclu-
ding major articles from:The Charleston Mercury,The New York Herald, Richmond En-
quirer); African American Newspapers:The 19th Century.
The commercial service targets K-12 Schools, colleges & universities, public libraries and
historical societies, as well as historically interested individuals.
<http://www.accessible.com>
VIII EXPLOITATION
EXAMPLES