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Cracking the Nonfiction Code       @kobo @mtamblyn #TOCCON
In print…Fiction      Non-fiction
In print, with kids books…Fiction        Non-fiction
In digital…Fiction        Non-fiction
Why?
Devices           Customers             Price           NarwhalsCompetition from other sources   Gift economy of the book ...
25 minutes
Data
Data vs.Fun
Data           vs.          Fun(or at least Conscious)
“I hold the rights for the world’s largest collection of narwhal field guides and am going to decide what to price them   ...
“I have spent the last two days learning   everything there is to know about   epub3. Entertain me or I will hang        m...
Difficult balance
Hard data.
price
share
With interludes of Semi-substantiated             speculation
W, Empress of Content & Pricing Data
About Kobo
2.5 million titles 7 million customers Kobo eReader Touch       Kobo VoxiPad, iPhone, Android,      Blackberry
eBooks to almost 200 countries
and some countries that only     questionably exist
Acquiring content in 25 countries
Merchandising in 9 countries(US, UK, Canada, Australia, New Zealand, Hong Kong, Germany, France, Spain, Netherlands)
Merchandising in 9 countries(US, UK, Canada, Australia, New Zealand, Hong Kong, Germany, France, Spain, Netherlands)
What is the fiction/non-fiction             split?
Digital vs. Print Share of PurchaseFic$on	          Romance	                                  221%	  Fic$on	          Gene...
What is moving easily to digital:Original stories à FictionOpinion, analysis and expertise vs. data andinformation.à Bio...
Why are some categories significantly underindexed?How many of them are richly illustrated with complexformats?à Constrai...
The categories at the bottom of the list:those in competition with free ad-supported   web resources (cookbooks, travel, e...
There are definitely opportunities       for children’s books
Gift shifting from        “book”           to“device to read books”
Could we do a better job of on a       device for kids?
Sure.
Are there non-fiction devices?
Yes.
Not about screen size.
or OS.
“Where the boys are…”
% of Library in Non-fiction         Kobo EReader 2.0                    iPhone  Desktop Client - Windows             Kobo ...
Non-fiction Pricing
Price Points by # of ISBNs in Catalog
0 - 0.99               1 - 1.99              2 - 2.99              3 - 3.99              4 - 4.99              5 - 5.99   ...
(digital non-fiction is a backlist           business)
0 - 0.99               1 - 1.99              2 - 2.99              3 - 3.99              4 - 4.99              5 - 5.99   ...
0 - 0.99               1 - 1.99              2 - 2.99              3 - 3.99              4 - 4.99              5 - 5.99   ...
0 - 0.99               1 - 1.99              2 - 2.99              3 - 3.99              4 - 4.99              5 - 5.99   ...
0 - 0.99               1 - 1.99              2 - 2.99              3 - 3.99              4 - 4.99              5 - 5.99   ...
0 - 0.99               1 - 1.99              2 - 2.99              3 - 3.99              4 - 4.99              5 - 5.99   ...
0 - 0.99               1 - 1.99              2 - 2.99              3 - 3.99              4 - 4.99              5 - 5.99   ...
0 - 0.99              1 - 1.99              2 - 2.99              3 - 3.99              4 - 4.99              5 - 5.99    ...
Is there a significant self-    publishing market?
not yet.
7% of all unit sales self-pub
non-fiction    1% self-pub
Price Decay in Non-fiction
70.00%            12.31                   All Non-fiction60.00%                                              8.8250.00%   ...
70.00%                                 Business & Non-fiction         13.8160.00%50.00%                                   ...
70.00%                                Biography         12.42                          11.4260.00%                        ...
70.00%         13.24                               History60.00%                                             11.5050.00%  ...
70.00%                                     Cooking60.00%           11.46                                9.6550.00%        ...
Health & Fitness70.00%60.00%         10.85                                                 10.5950.00%                    ...
Cracking the Nonfiction Code       @kobo @mtamblyn #TOCCON
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

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Transcript of "Cracking the Nonfiction Code"

  1. 1. Cracking the Nonfiction Code @kobo @mtamblyn #TOCCON
  2. 2. In print…Fiction Non-fiction
  3. 3. In print, with kids books…Fiction Non-fiction
  4. 4. In digital…Fiction Non-fiction
  5. 5. Why?
  6. 6. Devices Customers Price NarwhalsCompetition from other sources Gift economy of the book Gift economy of the ereader
  7. 7. 25 minutes
  8. 8. Data
  9. 9. Data vs.Fun
  10. 10. Data vs. Fun(or at least Conscious)
  11. 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. 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. 13. Difficult balance
  14. 14. Hard data.
  15. 15. price
  16. 16. share
  17. 17. With interludes of Semi-substantiated speculation
  18. 18. W, Empress of Content & Pricing Data
  19. 19. About Kobo
  20. 20. 2.5 million titles 7 million customers Kobo eReader Touch Kobo VoxiPad, iPhone, Android, Blackberry
  21. 21. eBooks to almost 200 countries
  22. 22. and some countries that only questionably exist
  23. 23. Acquiring content in 25 countries
  24. 24. Merchandising in 9 countries(US, UK, Canada, Australia, New Zealand, Hong Kong, Germany, France, Spain, Netherlands)
  25. 25. Merchandising in 9 countries(US, UK, Canada, Australia, New Zealand, Hong Kong, Germany, France, Spain, Netherlands)
  26. 26. What is the fiction/non-fiction split?
  27. 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. 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. 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. 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. 31. There are definitely opportunities for children’s books
  32. 32. Gift shifting from “book” to“device to read books”
  33. 33. Could we do a better job of on a device for kids?
  34. 34. Sure.
  35. 35. Are there non-fiction devices?
  36. 36. Yes.
  37. 37. Not about screen size.
  38. 38. or OS.
  39. 39. “Where the boys are…”
  40. 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. 41. Non-fiction Pricing
  42. 42. Price Points by # of ISBNs in Catalog
  43. 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. 44. (digital non-fiction is a backlist business)
  45. 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. 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. 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. 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. 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. 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. 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. 52. Is there a significant self- publishing market?
  53. 53. not yet.
  54. 54. 7% of all unit sales self-pub
  55. 55. non-fiction 1% self-pub
  56. 56. Price Decay in Non-fiction
  57. 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. 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. 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. 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. 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. 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. 63. Cracking the Nonfiction Code @kobo @mtamblyn #TOCCON
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