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Book to App Primer - IBPA 2011

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Presentation by Adam Salomone, Director of Digital Initiatives of The Harvard Common Press, on the pros and cons of book apps.

Presentation by Adam Salomone, Director of Digital Initiatives of The Harvard Common Press, on the pros and cons of book apps.

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Transcript

  • 1.  
  • 2. Beyond the Hype: A Book App Primer Adam Salomone The Harvard Common Press May 23, 2011
  • 3. Quick Intro to HCP
    • Boston-based independent publisher
      • Founded in 1976
      • Focus on cookbooks & books on pregnancy/childbirth
    • Lots of experience over the past 2-3 years with digital
      • eBooks
      • Websites
      • Enhanced eBook development
  • 4. Apps…?
      • Can cover any number of platforms, hardware manufacturers
          • When talking today, primarily related to Apple OS, but Android should be considered as well
  • 5. Anatomy of an App
    • Preplanning
      • Identifying authors/books
      • Deciding on content
    • Finding a developer
      • Criteria – design vs publisher experience
    • Initial Design
      • In-house vs out-of-house
    • Development of App
      • Q&A and distribution
      • User feedback, updating, etc
  • 6. But What Does it Cost…?
    • Have to think about both the financials and the time involved
      • $10,000 - $50,000 or more
      • Internal resources / advocates to move project along
      • Investment in video, multimedia
  • 7. Different Use Cases
    • Marketing
      • Integrated web/social campaign
      • Author with a pre-built platform
      • App enhances book content
      • Subject expertise rather than individual book expertise
  • 8. Different Use Cases (cont’d)
      • Revenue generation
          • Author with big brand recognition
          • Pre-built user base requesting app
          • Significantly different experience from the print/ebook
            • Ex/ Penguin’s demo some time ago of their star-gazer app, interactive, full of features
            • Enhanced content is a good starting block, but more can be done
  • 9. One Publisher’s Take
    • Negative on apps
      • Prohibitively expensive
      • No clear path to monetization
      • Unclear consumer interest
      • Doesn’t take into account multiple platforms
      • Beholden to app platforms for distribution
  • 10. Thank You! Questions? Twitter: hcpdishes LinkedIn: linkedin.com/in/asalomone