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Cracking the Nonfiction Code
 

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 Cracking the Nonfiction Code Presentation Transcript

    • 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 Gift economy of the ereader
    • 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 at the end of your talk.”
    • “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.”
    • 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   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%  
    • 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
    • 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)
    • 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…
    • 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 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%
    • 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 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 +
    • (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 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 +
    • 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 +
    • 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 +
    • 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 +
    • 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 +
    • 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 +
    • 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 +
    • 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% 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)
    • 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)
    • 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)
    • 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)
    • 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)
    • 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)
    • Cracking the Nonfiction Code @kobo @mtamblyn #TOCCON