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Best practices for exporting digital books
 

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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    Best practices for exporting digital books Best practices for exporting digital books Presentation Transcript

    • Brian f. o’leary
      Magellan media consulting partners
      Association of Canadian Publishers
      Annual General Meeting
      June 13, 2011
      Best practices for exporting digital books
    • Overview of today’s talk
      Background
      Goals
      Primary findings
      Market intelligence
      Options for international rights
      Recommendations
    • Background
      LCB mission
      Impact of new technologies
      (Widely) different market profiles
      Prepare ‘now’
    • Research goals
      Market intelligence
      Options to maintain, sell or license rights
      Recommendations to maximize digital income
      Provide an annex of resources
    • Primary findings: content
      U.S. leads the way
      Significant expansion expected in U.K., France
      Emerging: Spain, Germany, Netherlands
      Regional rights sales a challenge
    • Primary findings: technologies
      Content forms are evolving
      Dedicated eReadersand multifunction devices
      Tablets may supplant other devices for reading
    • Market intelligence
      Worldwide
      U.S.
      U.K.
      France
      New and emerging markets
    • 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
    • Qualifying potential markets
      Affordable, attractive eReading devices
      Wide range of content
      Perceived price competitiveness
      Easy interfaces
    • Market share by sales channel (U.S.)
      Source: Barclays Capital (2010)
    • Growth in digital book share (U.S.)
    • Current profile: United States
      Online, chain dominance
      Digital content availability
      Multiple platforms
      Agency pricing
      Vertical stores
      Discovery starts with content
    • Market share by sales channel (U.K.)
      Source: Barclays Capital (2010)
    • Growth in digital book share (U.K.)
    • 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
    • Market share by sales channel (France)
      Source: Barclays Capital (2010)
    • Growth in digital book share (France)
    • Current profile: France
      Chains and supermarkets
      eBook market just developing
      Three digital platforms
      Uniform pricing
      Potentially younger market
    • Growth in digital book share (emerging markets)
      1Barclays Capital estimates; 2PriceWaterhouseCoopers estimates
    • 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
    • International rights: current models
      Sell rights by territory or language
      Retain rights, sell through aggregators
      Retain rights, sell direct
      Sources: Magellan analysis
    • 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
    • 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
    • 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)
    • 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
    • Emerging models
      Lending (consumers, libraries)
      Subscription
      Consortia
      “Netflix”-like
      Digital-onlyor digital-first
    • 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
    • Recommendations: Getting started
      EPUB
      Simple before enhanced
      If enhanced, think platform
    • Recommendations: Going global
      Direct sales? Devices and markets are complex
      Partners can help
      If geographically focused, you can choose
      Worldwide rights gaining in value
    • 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
    • Digital penetration in selected markets
      Sources: Barclays Capital, PwC, Magellan analysis
    • Digital penetration in selected markets
      Sources: Barclays Capital, PwC, Magellan analysis
    • 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