BEA 2014- uPublishU at BEA 2014 -Understanding how to distribute your book 052013 final pp

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“Understanding How to Distribute Your Book” …

“Understanding How to Distribute Your Book”

Authors will learn how to navigate the book supply chain. Terms such as wholesaler, distributor, e-retailer, and print on demand (POD) will be defined. Learn the value of the International Standard Book Number (ISBN) and how to submit your title data to specific publishing outlets that will assist in the distribution of your book. Key takeaways will be expert insights into how each player (wholesaler, retailer, distributor, e-book conversion house, and self publishing service provider) within the supply chain assists the self-publisher in getting a book to readers. Terminology that outlines each publishing standard like e-book production, POD, short run, and ePub will also be covered. A comprehensive glossary of terms will be distributed to attendees that includes brief definitions of the terms discussed throughout the presentation.

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  • Each speaker has specialized experience in their part of the supply chain so you as an attendee can learn from their specialized knowledge. We are also making available a glossary of terms for you to take away. This is also posted on slideshare.net so if you google the name of this panel, you will be able to locate it. Our ppt presentation is also available on slideshare.net.
  • Our agenda is to take you through the details of creating and distributing your content. I will cover the ISBN overview, then Jennifer will talk to technical production creation. Davida will describe book distribution in detail and Robin will talk about wholesaler and print on demand services. We want to expose you to terminology used when publishing books and make you aware of processes that are handled for you, but sometimes invisible to you as an author. Our goal in presenting this material is to provide you insight so that you can make decisions about where you spend your time on your book distribution. All of us get questions from authors and small publishers on this process. Hopefully we can save you from duplicating efforts that are being done for you by service providers.
  • ISBN (International Standard Book Number)– A unique 13-digit number provided by Bowker and assigned by the publisher to identify a particular format, edition, and publisher of a book. ISBNs are used world-wide as a unique identifier for each book title/format combination. They are used to simplify distribution and purchase of books throughout the global supply chain.So on screen you see a 13 digit ISBN. Currently all ISBNs begin with 978. Eventually they will also start with 979.The next number “0” is the country of origin.The next part of the number identifies the publisher or imprint of record. Each publisher or imprint has their own specific number…this is how it is clearly identified who owns the ISBN. The next number is specific to each title and the last number is the check digit. This is so you cannot make up a number and start using it. The check digit must be valid for the rest of the number string.You might still have a 10 digit ISBN and those are still valid and usable. 10 digit ISBNs were assigned before 7/1/2007. The difference between 10 digit and the 13 digit is the 978 in the beginning and the last number which is the “check digit”. The last number will be different 99% of the time between the 10 and 13 digit. So, if you have a 10 digit and you convert it, please do not panic when the 13 digit has a different last number. That is how it should be.
  • A
  • Introduction, my role, work with authorsLulu.com offers a self-publishing platform that uses Print-on-demand technology. Print-on-demand makes our model of self-publishing possible.Used to have to commit to volumeNo longer necessary to do do a print run of a thousand booksInventory is virtual– a book is a set of filesNow, anyone with a manuscript and access to the internet can produce a top-quality book. One copy, five, or 500 of them.eBooks natural offshoot of this
  • Distribution channels now work within the Print on Demand as well, virtual stores don’t require physical inventory so shelf space – and by extension, the catalog – is unlimitedBrick and mortar bookstores can place orders for any quantity based on available space.
  • Traditional publishing model, the publisher keeps 80% of the profitsThey were responsible for registering the ISBN,Editing, formatting, designPrinting, storage, marketing and publicity
  • With Self Publishing, the opposite is trueIf you take responsibility for all those things, you see the lions share of the benefitI’ll start talking about how to do that
  • Publishing1 - Defining Product Elements2 - Walkthrough of Product Creation
  • Three things go into the project files that will ultimately be sent to printers and distribution channels
  • This is the hard part: need to start with the best product you canThere are templates to help get the formatting rightConversion tools that will turn your file into the interior of a book – or an EPUBMust meet distribution requirements: trim size, binding, margins; eBooks have technical requirements primarily around matching metadata and how it renders on eReader devicesIf edits needed, you’ll come back to the tool. Anytime you want.
  • Describe metadataGet it right each step of the waySome metadata cannot change once a title enters distribution.Some metadata is OK to update – can change the price of a book
  • Listing!
  • Print and eBooks follow roughly the same path. At this point, a book is for sale on Lulu.com’s marketplace, but not yet in distribution.
  • Quick view into the wizard to see how easy the process isVery similar for print and eBooks
  • Paper, Trim Size, Binding and color options – and the all-important price calculatorLinks throughout to learn more
  • Eye chart, but this is basically a simple upload page.Lots of ways to get help, advice for last minute checks. Community in the Forums – lots of support. Great place to start.If something’s not right, you always have another chance. Just delete and upload a revised file. Before you’re done, you’ll preview your book in PDF or EPUB form. THAT is your book!
  • It doesn’t happen automatically!You built it, now get out there and promote itWith the rise self publishing, you can access the resources traditional publishers used: publicists to set up book signings, issue press releases, promote your work at book fairs. Tons of possibilities - you can even work with someone to help you turn it into a screenplay! Plenty you can do on your own, but if it’s not your thing, you have optionsOf course, you need to make it as easy as possible for someone to buy your book
  • Lulu packs everything up to send to retail channelsISBN info goes to the ISBN AgencyBook files go to Ingram, AmazoneBook files go to iBookstore, Barnes & Noble
  • After a review of the final product, Lulu submits the files to distribution channels.Distributors keep part of the profit in these transactions, but they allow you to reach a much bigger audience
  • Change middle circle language

Transcript

  • 1. Understanding How to Distribute Your Book Moderator: • Patricia Payton |Senior Manager, Publisher Relations & Content Development |Bowker Speakers: • Jennifer Heinz |Manager of Distribution & Services Fulfillment teams |Lulu.com • Davida Breier |Manager |Hopkins Fulfillment Services • Robin Cutler |Independent Publisher Manager | Ingram Content Group Inc. 3:00 pm – 3:50 pm, Room: 1E08
  • 2. Agenda ISBN Overview Technical Product Creation Book Distribution Wholesale & Print on Demand Service
  • 3. 978-0-8352-5083-2 Indicates if can be cross referenced to ISBN10 Country of Origin Publisher or Imprint of Record Title Check Digit 3 ISBN Overview Bowker is USA ISBN agency: www.MyIdentifiers.com Find your ISBN agency: www.isbn- international.org/agency.
  • 4. Why do you need an ISBN? • Parties in physical supply chain require it • Metadata travels with ISBN to buyers • Without it: – Booksellers may not be able to list your book – Distributors or ebook converters may assign their ISBN to your work – Readers may purchase the incorrect book 4
  • 5. Self Publishing Supply Chain: Product Creation Jennifer Heinz June 1, 2013
  • 6. Self Publishing: Print on Demand
  • 7. Retail Distribution Channels Lulu Listing eBook Print
  • 8. Royalties 80% 20% Traditional Publisher Author
  • 9. Royalties 20% 80% Self Published Publisher Author
  • 10. Publishing Marketing Distribution On to ONIX
  • 11. Publishing: Content Elements Project Files Manuscript Metadata Cover
  • 12. The Manuscript • Writing • Feedback – Editors – Review • Formatting • Conversion – Word > PDF – Word > EPUB • Meeting Distribution Requirements
  • 13. Metadata Really Matters • Title Metadata Title, Subtitle, Author Name ISBN, Imprint, Edition • Merchandising Metadata Price, Keywords, Description • Pay Special Attention to: 1. Spelling 2. Capitalization 3. Match metadata to the cover
  • 14. --MetadataInAction--
  • 15. Creating a Cover • Full-Featured Toolsets Templates Layouts Standard Themes • Custom Covers Design a custom cover using the tools Upload Photoshop files of finished cover art Assemble all three into a project and you are ready to publish your work. It really is that easy.
  • 16. Creating the Project
  • 17. Quick Marketing Tips • Get the word out • Build a brand Social Media • Face to face • Signings, readings • Get feedback Meet Readers • Blogs • Forums Web Communities • Community involvement • Find your audience Genre Specific Tell us what you’ve got.
  • 18. On to Distribution ONIX Feeds Manuscript Metadata Cover
  • 19. Submission Process Electronic Review [Author] Select Channels [Author] Proof Copy [Author] Or Review [Author] Metadata & Files Submitted [Lulu] Files Received [ISBN Agencies & Distro Channels]
  • 20. Into the Supply Chain
  • 21.  Book Distribution How do books land on store shelves? The magic (actually grinding logistics) of book distribution…
  • 22.  A distributor acts as a publisher’s fulfillment center and handles credit and collections. Essentially, a distributor takes care of the back office work, which enables a publisher to focus on production, sales, marketing, and acquisitions. Additionally, master distributors actively sell the titles to wholesalers and retailers, and are exclusive to their covered markets. A Few Definitions
  • 23.  Master distributor – examples include Perseus, IPG, NBN, Cardinal Publishers Group, Atlas Books, IPS. They offer publishers sales representation, which includes major retailers, independent stores, and specialty accounts. Fulfillment distributor – examples include HFS, BookMasters, Pathway Book Service. They primarily offer pick/pack and credit and collection services, with optional add-on services. A Few Definitions
  • 24.   Wholesalers provide books to retail customers, are nonexclusive, and do not have a sales force. They are reactive rather than proactive about demand. A Few Definitions
  • 25.  A Few Definitions Wholesaler – the largest examples include Ingram, Baker and Taylor. There are also regional and niche wholesalers. Retailer – brick-and-mortar and online stores. Some are selective about what is shelved, this is especially true of brick and mortar stores, and some allow you to place your content with them, this generally applies to eRetailers.
  • 26.   Some distributors and wholesalers focus on a single market, as Quality Books does for the library market, or region, such as America West Books.  Some focus on multiple markets, which may include traditional bookstores, big-box stores (e.g., Costco, Target, Wal-Mart), religious bookstores, gift stores, libraries, and educational accounts.  Bookstores can order from distributors or wholesalers. How they order will depend on the size of the order, freight costs, and the discount provided. A Few Definitions
  • 27.  So how does this really work? Yay! Flow charts!
  • 28.  Market Share By Channel  Primary channels include:  Chain bookstores  Independent bookstores  Online retailers (largest segment)  Big box stores  Warehouse clubs  Grocery stores  Library market  Gift stores  Religious bookstores
  • 29.  Market Share By Channel
  • 30.  How Books Land On Store Shelves  Author is contracted and a publication date is set.  Publisher creates metadata and marketing materials for their distributor.  Distributor creates a catalog and distributes metadata to sales reps and accounts.  Sales reps call on their accounts and present the book.  Orders are placed.  Book is published.  Books are received and shelved by retailers.  The process can take anywhere from three to twelve months.
  • 31.  Sales and Marketing  Selling to the major accounts is one of the most important functions a master distributor performs.  They usually have house reps (employed directly by the distributor) who sell to the major wholesalers and retailers and commission reps who sell to the independent stores and specialty accounts.  There is a catalog-based selling season and metadata is transmitted to all major retail and wholesale databases.  This is all built into the sales and distribution cycle.
  • 32.  Content Publisher Printer Distributor Sales reps Chain buyers Retailers Consumers Traditional Trade Distribution Model
  • 33.  Cold Reality  Most stores will only shelve books that help pay the rent. Space is limited and critical to the financial health of the store.  A brick and mortar store will carry 10,000-20,000 titles. Compare that to the millions available at an online retailer.  Publishers have to pay for prime locations in chain stores.  Chain stores have a complicated buying process, but online retailers make it easy for small publishers and author publishers to reach consumers.
  • 34.  Cold Reality  The competition between distributors can be intense, especially as the number of larger independent publishers shrinks compared to the exponential growth of small presses.  Furthermore, the profit margin for distributors is razor thin.  Books that do go out to bookstores stand a good chance of being returned. The industry average for trade books is about 20-30%.
  • 35.  Cold Reality  The majority of books are sold from warehouses, n ot bookstores.
  • 36.  Content Publisher Distributor or Wholesaler Retailers Consumers New eContent Distribution Model Note: eContent can refer to both eBooks and digitally printed (POD) paper books that carry no inventory.
  • 37.  Content Retailers Consumers Self-Publishing Distribution Model
  • 38.  Opportunities  Social media marketing has created new opportunities that lower the financial and access barriers to consumers.  Digital content has disrupted the traditional sales cycles and brings topical books to market much faster.  Reaching niche audiences has never been easier.  Real live booksellers still hand-sell, something the internet cannot replicate (no matter how hard its little algorithms try).
  • 39.  Opportunities  Direct-to-consumer sales and back-of-the-room sales can be a publisher’s bread and butter.  POD (print-on-demand) options mean that books can be available (and never out of stock) at major wholesalers and retailers (and without the assistance of a distributor).  eRetailers now account for 44% of book sales (PW 5/13/2013).
  • 40. ARISE! BOOKSTORE, COLLEGE SUPERSTORE, THREE RIVERS MARKET, TOUCH OF GRACE (DBA), STRANGER THAN FICTION BOOKS, CANTERBURY TALES, YORK DRUGS, HOPENOW, ROBINSON COMPANIES (DBA), TECHBOOKSOLUTIONS INC , WT'S BOOKS, OLD FIREHOUSE BOOKS (DBA), CIELO HOME AND CHID (DBA), MENTORHOPE LLC, FRY'S ELECTRONICS INC, NEW BEDFORD WHALING MUSEUM DBA, TALULAH JONES, KMS GROUP, JANET BROWN INTERIORS, GARDEN STATE PERIODICALS LLC , DRIFTSTONE PUEBLO INC, BOOK EXPRESS, DANCERS, PLANET PULSE, CONNECTICUT CHILDRENS, HH NASHVILLE LLC (DBA), CARDBOARD MEMORIES, HANNA LIQUIDATORS, HARBOR BOOKS & GALLERY, MAIN STREET BOOKS , OYSTER ISLAND EMPORIUM INC, STONEHOUSE BOOKSTORE, CACHE MOUNTAIN TRADERS, SUPERMART.COM, COLOURS INC, NATIONAL ELECTRONIC TYPE INC, QIVIUT BOUTIQUE OF ALASKA, PAPERBACKS PLUS, MYRA HOEFER DESIGN LLC, ART THINGS INC, BOOKS FOR LESS LLC, JAZZ STORE, SOLUTIONS FOR DYSLEXIA, NOVA SOUTEASTERN UNIVERSITY, BUTTER PADDLE, CALLAHAN'S, SALLIE HOME, SIXTH SENSE BOOKSTORE, DAILY 235, CARTOON ART MUSEUM, INVISION COMPUTING, ORANGE ELEPHANT (DBA), TALKEETNA ROADHOUSE (DBA), REDE LLC, EVERYTHING ABOUT LEARNING(DBA), VESICA INSTITUTE, VERTIGO BOOKS, SAINT THOMAS HOSPITAL, MBI DISTRIBUTION SERVICE (DBA), MACKINAC ISLAND STATE PARK, O'SUZANNAH, DOG EARED HALF-PRICED CHANNELS Jay Gatsby, Holden Caulfield, Humbert Humbert, Leopold Bloom, Rabbit Angstrom, Sherlock Holmes, Conan Doyle, Atticus Finch, Molly Bloom, Stephen Dedalus, Lily Bart, Holly Golightly, Gregor Samsa, The Invisible Man, Lolita, Aureliano Buendia,, George Smiley, Mrs. Ramsay, Bigger Thomas, Nick Adams, Yossarian, Scarlett O'Hara, Scout Finch, Philip Marlowe, Kurtz, Stevens, Cosimo Piovasco di Rondo, Winnie the Pooh, Oskar Matzerath, Hazel Motes, Alex Portnoy, Binx Bolling, Sebastian Flyte, Jeeves, Eugene Henderson, Marcel, The Cat in the Hat, Peter Pan, Augustus McCrae, Sam Spade, Judge Holden, Willie Stark, Stephen Maturin, The Little Prince, Santiago, Jean Brodie, Muriel Spark, 1961The Whiskey Priest, Neddy Merrill, Sula Peace, Meursault, Jake Barnes, Phoebe Caulfield, Janie Crawford,, Saul Bellow, Jay Gatsby, Holden Caulfield, Humbert Humbert, Leopold Bloom, Rabbit Angstrom, Sherlock Holmes, Conan Doyle, Atticus Finch, Molly Bloom, Stephen Dedalus, Lily Bart, Holly Golightly, Gregor Samsa, The Invisible Man, Lolita, Aureliano Buendia, Clarissa Dalloway, Ignatius Reilly, George Smiley, Mrs. Ramsay, Bigger Thomas, Nick Adams, Yossarian, Scarlett O'Hara, Scout Finch, Philip Marlowe, Kurtz, Stevens, Cosimo Piovasco di Rondo, Winnie the Pooh, Oskar Matzerath, Hazel Motes, Alex Portnoy, Binx Bolling, Sebastian HARPERCOLLINS, PENGUIN GROUP SIMON & SCHUSTER MACMILLAN HACHETTE BOOK GROUP US LIGHTNING SOURCE INC PERSEUS BOOKS GROUP INGRAM PUBL SERV JOHN WILEY & SONS INC ZONDERVAN PUB HOUSE HOUGHTON MIFFLIN HARCOUR PEARSON PTR W W NORTON & CO INC THOMAS NELSON INCROWMAN & LITTLEFIELD PUB GROUP INDEPENDENT PUBL GROUP TYNDALE HOUSE PUBLISHERS MCGRAW HILL BOOK CO OXFORD UNIV PR WORKMAN PUB CO CENGAGE LEARNING DELETED ACCOUNT DK PUB BAKER BOOK HOUSE DIAMOND COMIC DISTRIBUTOR UNIV OF CHICAGO PR HARLEQUIN ENTERPRISES LTD KENSINGTON PUB CORP TRILITERAL LLC STERLING PUBL CO INC ELSEVIER HEALTH SCIENCE BARRONS EDUC SERIES SPRINGER VERLAG NEW YORK LLC TAYLOR & FRANCISF&W MEDIA INC DOVER PUBN INC CAMBRIDGE UNIV INGRAM ENTERTAINMENT INTER VARSITY PRESS HARVEST HOUSE PUBL BROADMAN PR OSOTE PUB GALE CENGAGE LEARNING HAY HOUSE HAL LEONARD PUB GOOD NEWS PUBL NAV PR SOURCEBOOKS INC DAVID C COOK WILLIAM B EERDMAN CO BRILLIANCE CORP SAGE PUBN MOODY VIDEO MIDPOINT TRADE BOOKS INC CAPSTONE PUBL RITTENHOUSE BOOK DISTRIBUTORS GLOBE PEQUOT PR MOTORBOOKS INT CATHOLIC BOOK 33,000 partners 25,000 partners 11 million titles What is Ingram? PUBLISHERS The world’s largest and most trusted Wholesaler/Distributor of physical and digital content
  • 41. Global Book Supply & Services • Over 45 years in the publishing industry • Book distribution to 220 countries on 6 continents • 11 million+ active titles in-stock • 25,000+ publishers served BigNumbers
  • 42. 62,000 in our distribution channel • Global & Regional Chain Bookstore • Independent Retailers • University Bookshops • Internet Retailers • Gift Retailers • Specialty Retailers • Museum Shops • Public and School Libraries HugeReach
  • 43. • Traditional Wholesale • Full Distribution (IPS) • Print on Demand (POD) via Lightning Source • Digital Distribution via CoreSource PublisherServices
  • 44. On-DemandServices POD Global leader in POD solutions 9.5 million POD titles printed this year POD facilities in: United States (5 facilities) Internationally (4 facilities) Play Ingram POD Video
  • 45. BenefitsofPOD • Never miss a sale • Keeps books alive • Greatly reduces risk of publishing • Match supply to demand • Expand globally, print in market • Reduce costs and waste
  • 46. Digital content delivered for e-readers • 33+ million digital distributions last year • 408,000+ e-books to Libraries • Delivered to over 150 e-channels Amazon Kindle, Apple ibook, B&N Nook, Kobo, Diesel and MiL OnDemandServices DOD
  • 47. Company Confidential. Restricted. Distribution: Shred. Where do you fit in?
  • 48. The New POD Publish on DemandSM Solution • Easy to use platform • P+E together • Great value • Assess to Ingram’s distribution channels
  • 49. How it Works • Publishers upload content in multiple formats (P & E) Print: PDFs e-book: Epub, JPEG • Publishers promote their titles to retailers and libraries • Retailers place orders with Ingram • Ingram uses POD to manufacture print titles and delivers print and e-book content to retailer • Ingram pays Publisher for the sale
  • 50. Launches July 1 Sign up for information at www.ingramspark.com ContactRobin@ingramcontent.com