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Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line
Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line
Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line
Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line
Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line
Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line
Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line
Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line
Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line
Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line
Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line
Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line
Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line
Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line
Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line
Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line
Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line
Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line
Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line
Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line
Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line
Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line
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Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line

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In the fall of 2008, Abingdon Press launched a new line of Christian fiction. In spite of the worst economy since the Great Depression, the launch was successful and the line promises to be a strong …

In the fall of 2008, Abingdon Press launched a new line of Christian fiction. In spite of the worst economy since the Great Depression, the launch was successful and the line promises to be a strong contributor to Abingdon’s offerings going forward. In this presentation, Tammy will give an overview of why they chose Abingdon’s launch and highlight some of their successes and key learnings.

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  • Pg 15 of Innovation, Kuczmarski Think of innovation as a portfolio of different types of products with varying degrees of risk, potential return, and strategic roles. Think of innovation performance like a stock portfolio. In any group of stocks there will be some individual losers, but as long as the portfolio is increasing in value overall, the investor can claim a successful investment strategy.
  • Understand the Customer Begin with customer problem identification and need intensity research Don’t start with idea generation; view it as creative problem-solving Look first at customer-identified problems, gripes, hassles, complaints, and unmet needs Then aim to create new solutions to resolve, address, or improve them Find “high consumer need intensity” Uses a lot of qualitative…
  • Transcript

    • 1. Birth of a Healthy New Christian Fiction Line Tammy Gaines Abingdon Press
    • 2. Who is Abingdon Press?
      • Imprint of UMPH begun in 1920s
      • Publish for a broad ecumenical audience and specialize in products for church leaders
        • Christian education and small group resources
        • Worship resources for congregations
        • Academic, professional, reference, and inspirational titles
      • Publish about 120 new titles/year
      • Our primary focus is on congregations.
    • 3. Innovation Training
    • 4. Need a Balanced Portfolio
      • Innovation = a portfolio of different types of products with varying degrees of risk, potential return, and strategic roles.
      • Innovation performance = just like a stock portfolio.
        • In any group of stocks there will be some individual losers, but as long as the portfolio is increasing in value overall, the investor can claim a successful investment strategy.
    • 5. Innovation pays for itself % of Annual Revenues The Rest 23% “New Products” 39% “New Products” The Best 60% 40% 75% 25% LE-Line Extensions NTW-New to World NTC-New to Company IMP-Revisions/Improvements RE-Repositionings CR-Cost Reductions 17% 22% 30% 18% NTW NTC LE IMP RE CR 8% 15% 31% 42% NTW NTC LE IMP RE CR
    • 6. What does it mean for us?
        • Line extensions
        • Revisions/Improvements
        • Repositioning
        • Cost reductions
        • New to the Company
        • New to the World
      Maintenance Mode Growth Mode
    • 7.
      • Christian
      • Fiction
    • 8. Research with Cokesbury Audience (Congregational Leaders)
      • 43% belonged to a book club or reading group
      • Women buy more books than men
      • 70% of churches have SS classes or adult small groups with studies based on books (fiction or non-fiction)
      • 23% of churches had at least one fiction reading group
    • 9. Their Fiction Content Preferences 35% Biblical storytelling 21% Speculative 29% Contemporary issues 32% Romance 46% Historical fiction 49% Mystery & suspense
    • 10. Influenced by Bestseller Lists and Excellent Books
    • 11.  
    • 12. Received Approval and Assembled a Team
      • Steering Team to make sure we were moving quickly and meeting targets
      • Fiction business plans, titles, and covers approved by Steering Team
        • Outside normal approval process
      • Hired Acquisitions Editor
      • After launch (12 months), roll into normal operations
    • 13.  
    • 14. Modest investment, Modest risk
      • Genres based on CBA bestseller analysis
      • First time authors
      • Modest advances
      • Intentionally not focused on big box
      • 2 lists/year, 10 titles per list
      • 1 or 2 titles had to perform significantly better than the others
      • We projected which 1 or 2 they would be – with amazing inaccuracy
    • 15. What Kept Us Up at Night
      • Impact on Abingdon brand
      • Cover designs
      • Editorial capabilities
      • Fill the pipeline
      • Could we hit our targets?
      • Did we know what we were doing?
    • 16. Impact on Brand?
    • 17. Fall 2009 Launch
    • 18. What Went Well
      • Moved up launch by 6 months
      • Amazing sisterhood with the authors and editor because it was the first time for all of them
        • no competitive feelings
        • Getting in on the ground floor
      • Amazing author self-promotion
      • Launched in a bad economic climate when not much else going on
      • Esprit de corps
      • Great reviews
      • Consistent compliments on our cover designs
      • Achieved or exceeded sales targets for all titles
    • 19. Library Journal Best Books of 2009 Christian Fiction Winner “ This delightfully eccentric tale, with its colorful characters who pull at the heartstrings, will stay with readers long after they finish it.” – Tamara Butler, Library Journal
    • 20. Learnings/Opportunities
      • Created a model that was a little slim – needed more editorial support
      • Ongoing evolution with social media and use of digital technology – inventory, publicity, marketing, sales
      • Had to prove ourselves
      • Challenges with integration
      • Easier to launch than sustain
    • 21. Spring 2010
    • 22. Fall 2010

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