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Brian f. o’leary<br />Magellan media consulting partners<br />Association of Canadian Publishers<br />Annual General Meeti...
Overview of today’s talk<br />Background<br />Goals<br />Primary findings<br />Market intelligence<br />Options for intern...
Background<br />LCB mission<br />Impact of new technologies<br />(Widely) different market profiles<br />Prepare ‘now’<br />
Research goals<br />Market intelligence<br />Options to maintain, sell or license rights<br />Recommendations to maximize ...
Primary findings: content<br />U.S. leads the way<br />Significant expansion expected in U.K., France<br />Emerging: Spain...
Primary findings: technologies<br />Content forms are evolving<br />Dedicated eReadersand multifunction devices<br />Table...
Market intelligence<br />Worldwide<br />U.S.<br />U.K.<br />France<br />New and emerging markets<br />
Worldwide trends<br />$4.6 Billion (2009), largely U.S.<br />Education, trade, professional markets<br />Special-interest ...
Qualifying potential markets<br />Affordable, attractive eReading devices<br />Wide range of content<br />Perceived price ...
Market share by sales channel (U.S.)<br />Source: Barclays Capital (2010)<br />
Growth in digital book share (U.S.)<br />
Current profile: United States<br />Online, chain dominance<br />Digital content availability<br />Multiple platforms<br /...
Market share by sales channel (U.K.)<br />Source: Barclays Capital (2010)<br />
Growth in digital book share (U.K.)<br />
Current profile: United Kingdom<br />Independents still prevalent<br />Online sales underdeveloped<br />Concerns about mar...
Market share by sales channel (France)<br />Source: Barclays Capital (2010)<br />
Growth in digital book share (France)<br />
Current profile: France<br />Chains and supermarkets<br />eBook market just developing<br />Three digital platforms<br />U...
Growth in digital book share (emerging markets)<br />1Barclays Capital estimates; 2PriceWaterhouseCoopers estimates<br />
Current profile: Emerging markets<br />Spain, Germany, Netherlands<br />Generally not Canadian publishing targets<br />Pot...
International rights: current models<br />Sell rights by territory or language<br />Retain rights, sell through aggregator...
Selling rights by territory or language<br />“Traditional” model<br />Region, countryor language<br />Typically takes time...
Making digital work with the traditional model<br />Broader negotiations, concluded more quickly<br />Partner with publish...
Selling digital and print rights separately<br />May affect willingness of local partners to buy or promote a print title<...
Retaining digital rights and selling direct<br />Improved margins; publisher controls pricing<br />Direct selling can prov...
Emerging models<br />Lending (consumers, libraries)<br />Subscription<br />Consortia<br />“Netflix”-like<br />Digital-only...
Preparing for new digital models<br />Be sure that rights are well-tracked and up to date<br />Know where your files are (...
Recommendations: Getting started<br />EPUB<br />Simple before enhanced<br />If enhanced, think platform<br />
Recommendations: Going global<br />Direct sales? Devices and markets are complex<br />Partners can help<br />If geographic...
Recommendations: Internal assessments<br />Subscription and component sales<br />Cost containment and agile content<br />P...
Digital penetration in selected markets<br />Sources: Barclays Capital, PwC, Magellan analysis <br />
Digital penetration in selected markets<br />Sources: Barclays Capital, PwC, Magellan analysis <br />
Additional resources<br />Livres Canada Books, “Exporting digital books: A guide to best practices”<br />Barclays Capital,...
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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 Books.

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Transcript of "Best practices for exporting digital books"

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