Best practices for exporting digital books

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Presentation given at the Association of Canadian Publishers annual general meeting (professional development day). Provides an overview of a research paper written for and published by Livres Canada …

Presentation given at the Association of Canadian Publishers annual general meeting (professional development day). Provides an overview of a research paper written for and published by Livres Canada Books.

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  • 1. Brian f. o’leary
    Magellan media consulting partners
    Association of Canadian Publishers
    Annual General Meeting
    June 13, 2011
    Best practices for exporting digital books
  • 2. Overview of today’s talk
    Background
    Goals
    Primary findings
    Market intelligence
    Options for international rights
    Recommendations
  • 3. Background
    LCB mission
    Impact of new technologies
    (Widely) different market profiles
    Prepare ‘now’
  • 4. Research goals
    Market intelligence
    Options to maintain, sell or license rights
    Recommendations to maximize digital income
    Provide an annex of resources
  • 5. Primary findings: content
    U.S. leads the way
    Significant expansion expected in U.K., France
    Emerging: Spain, Germany, Netherlands
    Regional rights sales a challenge
  • 6. Primary findings: technologies
    Content forms are evolving
    Dedicated eReadersand multifunction devices
    Tablets may supplant other devices for reading
  • 7. Market intelligence
    Worldwide
    U.S.
    U.K.
    France
    New and emerging markets
  • 8. Worldwide trends
    $4.6 Billion (2009), largely U.S.
    Education, trade, professional markets
    Special-interest sales
    Broader, pan-market issues
    Evolving value chain
    Workflow
    VAT policies
    Impact of piracy
  • 9. Qualifying potential markets
    Affordable, attractive eReading devices
    Wide range of content
    Perceived price competitiveness
    Easy interfaces
  • 10. Market share by sales channel (U.S.)
    Source: Barclays Capital (2010)
  • 11. Growth in digital book share (U.S.)
  • 12. Current profile: United States
    Online, chain dominance
    Digital content availability
    Multiple platforms
    Agency pricing
    Vertical stores
    Discovery starts with content
  • 13. Market share by sales channel (U.K.)
    Source: Barclays Capital (2010)
  • 14. Growth in digital book share (U.K.)
  • 15. Current profile: United Kingdom
    Independents still prevalent
    Online sales underdeveloped
    Concerns about market size, rights
    Less optimistic about agency pricing
    Consumption profile parallels the U.S. in 2008
  • 16. Market share by sales channel (France)
    Source: Barclays Capital (2010)
  • 17. Growth in digital book share (France)
  • 18. Current profile: France
    Chains and supermarkets
    eBook market just developing
    Three digital platforms
    Uniform pricing
    Potentially younger market
  • 19. Growth in digital book share (emerging markets)
    1Barclays Capital estimates; 2PriceWaterhouseCoopers estimates
  • 20. Current profile: Emerging markets
    Spain, Germany, Netherlands
    Generally not Canadian publishing targets
    Potential growth: India, Australia
    Platform competition a signal
    Worth watching all of these markets
  • 21. International rights: current models
    Sell rights by territory or language
    Retain rights, sell through aggregators
    Retain rights, sell direct
    Sources: Magellan analysis
  • 22. Selling rights by territory or language
    “Traditional” model
    Region, countryor language
    Typically takes time to negotiate
    With digital, a lag can cause frustration
    Some (small) markets may be missed
  • 23. Making digital work with the traditional model
    Broader negotiations, concluded more quickly
    Partner with publishers that can offer both print and eBook distribution
    Test eBook-only in smaller markets
  • 24. Selling digital and print rights separately
    May affect willingness of local partners to buy or promote a print title
    Can work with international aggregators (Kobo, Apple, Google)
    Can also work with local aggregators (complex arrangements; may be publisher-specific)
  • 25. Retaining digital rights and selling direct
    Improved margins; publisher controls pricing
    Direct selling can provide insight
    Challenges: discoverability and access
    Need content depth or focus
    Can try “verticals”, consortia
  • 26. Emerging models
    Lending (consumers, libraries)
    Subscription
    Consortia
    “Netflix”-like
    Digital-onlyor digital-first
  • 27. Preparing for new digital models
    Be sure that rights are well-tracked and up to date
    Know where your files are (ideally, in-house)
    Align your metadata with partner requirements
    If you want to sell content components, plan ahead
    Think globally
  • 28. Recommendations: Getting started
    EPUB
    Simple before enhanced
    If enhanced, think platform
  • 29. Recommendations: Going global
    Direct sales? Devices and markets are complex
    Partners can help
    If geographically focused, you can choose
    Worldwide rights gaining in value
  • 30. Recommendations: Internal assessments
    Subscription and component sales
    Cost containment and agile content
    Piracy can point out demand
    Keep up with VAT
    Buy and use eReaders
  • 31. Digital penetration in selected markets
    Sources: Barclays Capital, PwC, Magellan analysis
  • 32. Digital penetration in selected markets
    Sources: Barclays Capital, PwC, Magellan analysis
  • 33. Additional resources
    Livres Canada Books, “Exporting digital books: A guide to best practices”
    Barclays Capital, “eBooks – Digital positive for once?”, 17 Sep 2010
    Outsell, “Worldwide eBooks market size and forecast report”, 21 Jun 2010
    PwC, “Turning the page: The future of eBooks”, 2010
    Brian.oleary@magellanmediapartners.com