Cracking the Nonfiction Code
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Cracking the Nonfiction Code

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Michael Tamblyn's session #toccon

Michael Tamblyn's session #toccon

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Cracking the Nonfiction Code Presentation Transcript

  • 1. Cracking the Nonfiction Code @kobo @mtamblyn #TOCCON
  • 2. In print…Fiction Non-fiction
  • 3. In print, with kids books…Fiction Non-fiction
  • 4. In digital…Fiction Non-fiction
  • 5. Why?
  • 6. Devices Customers Price NarwhalsCompetition from other sources Gift economy of the book Gift economy of the ereader
  • 7. 25 minutes
  • 8. Data
  • 9. Data vs.Fun
  • 10. Data vs. Fun(or at least Conscious)
  • 11. “I hold the rights for the world’s largest collection of narwhal field guides and am going to decide what to price them at the end of your talk.”
  • 12. “I have spent the last two days learning everything there is to know about epub3. Entertain me or I will hang myself with a lanyard.”
  • 13. Difficult balance
  • 14. Hard data.
  • 15. price
  • 16. share
  • 17. With interludes of Semi-substantiated speculation
  • 18. W, Empress of Content & Pricing Data
  • 19. About Kobo
  • 20. 2.5 million titles 7 million customers Kobo eReader Touch Kobo VoxiPad, iPhone, Android, Blackberry
  • 21. eBooks to almost 200 countries
  • 22. and some countries that only questionably exist
  • 23. Acquiring content in 25 countries
  • 24. Merchandising in 9 countries(US, UK, Canada, Australia, New Zealand, Hong Kong, Germany, France, Spain, Netherlands)
  • 25. Merchandising in 9 countries(US, UK, Canada, Australia, New Zealand, Hong Kong, Germany, France, Spain, Netherlands)
  • 26. What is the fiction/non-fiction split?
  • 27. Digital vs. Print Share of PurchaseFic$on   Romance   221%  Fic$on   General  &  Other*   115%  Fic$on   Mystery  &  Detec$ve   120%  Fic$on   Fantasy   67%  Nonfic$on   RELIGION     6%  Nonfic$on   BIOGRAPHY  &  AUTOBIOGRAPHY     -­‐16%  Nonfic$on   BUSINESS  &  ECONOMICS     -­‐52%  Nonfic$on   HEALTH  &  FITNESS     -­‐54%  Nonfic$on   FAMILY  &  RELATIONSHIPS     -­‐63%  Juvenile   JUVENILE  FICTION     -­‐66%  Nonfic$on   SELF-­‐HELP     -­‐71%  Nonfic$on   HUMOR     -­‐72%  Nonfic$on   BODY,  MIND  &  SPIRIT     -­‐74%  Nonfic$on   SPORTS  &  RECREATION     -­‐83%  Nonfic$on   TRAVEL     -­‐89%  Nonfic$on   REFERENCE     -­‐90%  Nonfic-on   COOKING     -­‐92%  Juvenile   JUVENILE  NONFICTION     -­‐96%  Nonfic-on   COMICS  &  GRAPHIC  NOVELS     -­‐98%  
  • 28. What is moving easily to digital:Original stories à FictionOpinion, analysis and expertise vs. data andinformation.à Biography, History, Business“Proprietary knowledge”à Diets and health guides, self-help, instruction
  • 29. Why are some categories significantly underindexed?How many of them are richly illustrated with complexformats?à Constrained by supply in digital, still not a lot oftitles available vs. printHow many are given as gifts?à Constrained by behaviour)
  • 30. The categories at the bottom of the list:those in competition with free ad-supported web resources (cookbooks, travel, etc.) à if you have a web-connected device to read on, you’ll use it…
  • 31. There are definitely opportunities for children’s books
  • 32. Gift shifting from “book” to“device to read books”
  • 33. Could we do a better job of on a device for kids?
  • 34. Sure.
  • 35. Are there non-fiction devices?
  • 36. Yes.
  • 37. Not about screen size.
  • 38. or OS.
  • 39. “Where the boys are…”
  • 40. % of Library in Non-fiction Kobo EReader 2.0 iPhone Desktop Client - Windows Kobo Website Kobo VoxAndroid App - downloadable Kobo Touch Desktop Client - OSX iPad Samsung Galaxy Tab Blackberry Playbook HTC Android Smartphone Desktop Client - Linux 0.00% 10.00% 20.00% 30.00% 40.00% 50.00%
  • 41. Non-fiction Pricing
  • 42. Price Points by # of ISBNs in Catalog
  • 43. 0 - 0.99 1 - 1.99 2 - 2.99 3 - 3.99 4 - 4.99 5 - 5.99 6 - 6.99 7 - 7.99 8 - 8.99 9 - 9.99BACKLIST 10 - 10.99 11 - 11.99 12 - 12.99 13 - 13.99 14 - 14.99FRONTLIST 15 - 15.99 16 - 16.99 17 - 17.99 US Non-fiction pricing vs. unit sales 18 - 18.99 19 - 19.99 20 - 20.99 21 +
  • 44. (digital non-fiction is a backlist business)
  • 45. 0 - 0.99 1 - 1.99 2 - 2.99 3 - 3.99 4 - 4.99 5 - 5.99 6 - 6.99 7 - 7.99 8 - 8.99 9 - 9.99BACKLIST 10 - 10.99 11 - 11.99 12 - 12.99 13 - 13.99 14 - 14.99FRONTLIST 15 - 15.99 16 - 16.99 17 - 17.99 18 - 18.99 19 - 19.99 Canada – Non-fiction Pricing by Unit Sales 20 - 20.99 21 +
  • 46. 0 - 0.99 1 - 1.99 2 - 2.99 3 - 3.99 4 - 4.99 5 - 5.99 6 - 6.99 7 - 7.99 8 - 8.99 9 - 9.99BACKLIST 10 - 10.99 11 - 11.99 12 - 12.99 13 - 13.99 14 - 14.99FRONTLIST 15 - 15.99 16 - 16.99 17 - 17.99 18 - 18.99 19 - 19.99 Australia - Non-fiction Pricing by Unit Sales 20 - 20.99 21 +
  • 47. 0 - 0.99 1 - 1.99 2 - 2.99 3 - 3.99 4 - 4.99 5 - 5.99 6 - 6.99 7 - 7.99 8 - 8.99 9 - 9.99BACKLIST 10 - 10.99 11 - 11.99 12 - 12.99 Biography 13 - 13.99 14 - 14.99FRONTLIST 15 - 15.99 16 - 16.99 17 - 17.99 18 - 18.99 19 - 19.99 20 - 20.99 21 +
  • 48. 0 - 0.99 1 - 1.99 2 - 2.99 3 - 3.99 4 - 4.99 5 - 5.99 6 - 6.99 7 - 7.99 8 - 8.99 9 - 9.99BACKLIST 10 - 10.99 11 - 11.99 Business 12 - 12.99 13 - 13.99 14 - 14.99FRONTLIST 15 - 15.99 16 - 16.99 17 - 17.99 18 - 18.99 19 - 19.99 20 - 20.99 21 +
  • 49. 0 - 0.99 1 - 1.99 2 - 2.99 3 - 3.99 4 - 4.99 5 - 5.99 6 - 6.99 7 - 7.99 8 - 8.99 9 - 9.99BACKLIST 10 - 10.99 11 - 11.99 12 - 12.99 13 - 13.99 Food & Cooking 14 - 14.99FRONTLIST 15 - 15.99 16 - 16.99 17 - 17.99 18 - 18.99 19 - 19.99 20 - 20.99 21 +
  • 50. 0 - 0.99 1 - 1.99 2 - 2.99 3 - 3.99 4 - 4.99 5 - 5.99 6 - 6.99 7 - 7.99 8 - 8.99 9 - 9.99BACKLIST 10 - 10.99 11 - 11.99 12 - 12.99 13 - 13.99 Health & Fitness 14 - 14.99FRONTLIST 15 - 15.99 16 - 16.99 17 - 17.99 18 - 18.99 19 - 19.99 20 - 20.99 21 +
  • 51. 0 - 0.99 1 - 1.99 2 - 2.99 3 - 3.99 4 - 4.99 5 - 5.99 6 - 6.99BACKLIST 7 - 7.99 8 - 8.99 9 - 9.99FRONTLIST 10 - 10.99 Comics & Graphic Novels 12 - 12.99 13 - 13.99 15 - 15.99 21 +
  • 52. Is there a significant self- publishing market?
  • 53. not yet.
  • 54. 7% of all unit sales self-pub
  • 55. non-fiction 1% self-pub
  • 56. Price Decay in Non-fiction
  • 57. 70.00% 12.31 All Non-fiction60.00% 8.8250.00% 8.7040.00%30.00%20.00%10.00%0.00% 30 60 90 120 150 180 210 240 270 300 330 365 % of Total Quantity Sold Average Price Linear (Average Price)
  • 58. 70.00% Business & Non-fiction 13.8160.00%50.00% 11.85 11.4540.00%30.00%20.00%10.00%0.00% 30 60 90 120 150 180 210 240 270 300 330 365 % of Total Quantity Sold Average Price Linear (Average Price)
  • 59. 70.00% Biography 12.42 11.4260.00% 10.6050.00%40.00%30.00%20.00%10.00%0.00% 30 60 90 120 150 180 210 240 270 300 330 365 % of Total Quantity Sold Average Price Linear (Average Price)
  • 60. 70.00% 13.24 History60.00% 11.5050.00% 9.5940.00%30.00%20.00%10.00%0.00% 30 60 90 120 150 180 210 240 270 300 330 365 % of Total Quantity Sold Average Price Linear (Average Price)
  • 61. 70.00% Cooking60.00% 11.46 9.6550.00% 9.6140.00%30.00%20.00%10.00%0.00% 30 60 90 120 150 180 210 240 270 300 330 365 % of Total Quantity Sold Average Price Linear (Average Price)
  • 62. Health & Fitness70.00%60.00% 10.85 10.5950.00% 9.1140.00%30.00%20.00%10.00%0.00% 30 60 90 120 150 180 210 240 270 300 330 365 % of Total Quantity Sold Average Price Linear (Average Price)
  • 63. Cracking the Nonfiction Code @kobo @mtamblyn #TOCCON