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Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
Cracking the Nonfiction Code
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

Published in: Education, Business
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  • 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

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