Diversification,
Discovery, and Data
13 Insights from 13 Years of Safari
1. Not typical book buyers
• More than 1M active users
• More than 10,000 companies,
including almost half of the
Fortune ...
2. Not typical book dollars
Corporate Training is $70B US Market, $130B worldwide
3. Not typical book reading
• Average user views about seven different titles per
week
• Around 20 minutes per week overal...
4. Broad non-fiction
interest
5. Unbundling
(and Super-bundling)
“I usually don’t find time to read an
entire book at once. There is too
much information. I would pay more
for 1000 of the...
“My people are bright but busy.
They are visual learners and they
want a lesson every 5 minutes.
Won’t sit still for 350 p...
1. INTERACTION DESIGN: beyond human-
computer interaction, 3rd Edition (2011)
2. Lean Analytics
3. Clean Code: A Handbook ...
/library/view/Clean-Code:-A-Handbook-of-Agile-Software-Craftsmanship/9780136083238/ch01.htm
/library/view/Cultivate-Confer...
/library/view/Clean-Code:-A-Handbook-of-Agile-Software-Craftsmanship/9780136083238/ch01.htm
/library/view/Cultivate-Confer...
/library/view/Clean-Code:-A-Handbook-of-Agile-Software-Craftsmanship/9780136083238/ch01.htm
/library/view/Cultivate-Confer...
6.The Long Tail is
Long
50% of usage is for titles published more than 2 years ago
Even “popular” searches are a tiny fraction of total
Top 10,000 searches in a recent period
In the past 12 months, our top 500
enterprise accounts looked at some
portion of 35,382 titles out of 35,721
(nearly every...
7. Demand for non-fiction
video content is exploding
And it’s happening fast
• Video is less than 10% of
available titles in Safari
• Top title in April was video
• 3 of top 5...
• 76% of people watch at least 25% of the video clip
• 57% of people watch the whole video clip
• Tablets are driving vide...
Average Seconds Per View
All Tablet 314.617721
All Desktop 249.245236
All Mobile 217.673926
8. Google loves great
content, and books are
great content
Millions of visits a month from organic search
that returns content previews from books in Safari
9. But we need books
with better markup
10. Demand is global
Snapshot of visitors by country for a recent period
First Choice Second Choice Third Choice
Australia Business Management Analytics
Brazil Java Android Databases
China Big Da...
11. Web reading
generates great
demographic data
Average titles accessed by email address domain
gmail.com
hotmail.com
yahoo.com
aol.com
12. Web tools work really
well for book content
13. But prepare for
Web-speed feedback
loops
Questions to Ask about
Subscription services
• Diversification: Does this partner help me reach
new markets and create tru...
Thank you
• http://safaribooks.com
• http://safariflow.com (Free 30-day trial)
• @safari
• @andrewsavikas
Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Book...
Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Book...
Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Book...
Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Book...
Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Book...
Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Book...
Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Book...
Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Book...
Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Book...
Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Book...
Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Book...
Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Book...
Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Book...
Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Book...
Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Book...
Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Book...
Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Book...
Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Book...
Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Book...
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Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Books Online, at Making Information Pay 2014, a track of IDPF's Digital Book 2014, at Book Expo America, on May 29, 2014

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Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Books Online, at Making Information Pay 2014, a track of IDPF's Digital Book 2014, at Book Expo America, on May 29, 2014

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Diversification, Discovery, and Data: 13 Insights from 13 Years of Safari, presented by Andrew Savikas, CEO of Safari Books Online, at Making Information Pay 2014, a track of IDPF's Digital Book 2014, at Book Expo America, on May 29, 2014

  1. 1. Diversification, Discovery, and Data 13 Insights from 13 Years of Safari
  2. 2. 1. Not typical book buyers • More than 1M active users • More than 10,000 companies, including almost half of the Fortune 500 • Individuals usually reimbursed by employer (most popular plan is nearly $500/year) • Org buyer usually a manager, HR, Librarian, or CLO • Annual contracts
  3. 3. 2. Not typical book dollars Corporate Training is $70B US Market, $130B worldwide
  4. 4. 3. Not typical book reading • Average user views about seven different titles per week • Around 20 minutes per week overall average • (That’s less than 3 minutes per title) • Aggregate data set can mask important underlying trends, requires constant analysis
  5. 5. 4. Broad non-fiction interest
  6. 6. 5. Unbundling (and Super-bundling)
  7. 7. “I usually don’t find time to read an entire book at once. There is too much information. I would pay more for 1000 of the right words than for 10,000 words.” –Respondent in KPMG/Pearson survey 2012
  8. 8. “My people are bright but busy. They are visual learners and they want a lesson every 5 minutes. Won’t sit still for 350 pages.” –CTO Barclays Capital, Safari Customer
  9. 9. 1. INTERACTION DESIGN: beyond human- computer interaction, 3rd Edition (2011) 2. Lean Analytics 3. Clean Code: A Handbook of Agile Software Craftsmanship (2008) 4. Python Guide for the Total Beginner LiveLessons (Video Training) 5. JavaScript: The Good Parts (2008) Top Tech Titles by total page views - Recent Period
  10. 10. /library/view/Clean-Code:-A-Handbook-of-Agile-Software-Craftsmanship/9780136083238/ch01.htm /library/view/Cultivate-Conference-2013:-Complete-Video-Compilation/9781491946060/part03.htm /library/view/INTERACTION-DESIGN:-beyond-human-computer-interaction,-3rd-Edition/9780470665763/17-chapter10.htm /library/view/Lean-Analytics/9781449335687/ch03.htm /library/view/Python+Guide+for+the+Total+Beginner+LiveLessons+(Video+Training)/9780133359121/part01.htm /library/view/Visual-Basic®-2012-How-to-Program,-Sixth-Edition/9780133407099/ch01.htm /library/view/Visual-Basic®-2012-How-to-Program,-Sixth-Edition/9780133407099/ch02.htm /library/view/Visual-Basic®-2012-How-to-Program,-Sixth-Edition/9780133407099/ch03.htm /library/view/INTERACTION-DESIGN:-beyond-human-computer-interaction,-3rd-Edition/9780470665763/00-cover.htm /library/view/HTML-&-CSS:-Design-and-Build-Websites/9781118206911/06_introduction.htm /library/view/Professional-Android-4-Application-Development,-3rd-Edition/9781118237229/9781118237229c01.xhtm /library/view/The+Minecraft+Guide+for+Parents/9780133521931/pref02.htm /library/view/The-Unofficial-LEGO-MINDSTORMS-NXT-2.0-Inventor's-Guide,-2nd-Edition/9781593272159/ch16.htm /library/view/INTERACTION-DESIGN:-beyond-human-computer-interaction,-3rd-Edition/9780470665763/14-chapter07.htm /library/view/INTERACTION-DESIGN:-beyond-human-computer-interaction,-3rd-Edition/9780470665763/18-chapter11.htm /library/view/iOS-Programming:-The-Big-Nerd-Ranch-Guide,-3rd-Edition/9780132978767/ch01.htm /library/view/JavaScript:-The-Good-Parts/9780596517748/ch01s02.htm /library/view/Python+Guide+for+the+Total+Beginner+LiveLessons+(Video+Training)/9780133359121/part02.htm /library/view/Visual-Basic®-2012-How-to-Program,-Sixth-Edition/9780133407099/ch04.htm /library/view/Python-Guide-for-the-Total-Beginner-LiveLessons-(Video-Training)/9780133359121/part03.htm Top sections viewed during same period
  11. 11. /library/view/Clean-Code:-A-Handbook-of-Agile-Software-Craftsmanship/9780136083238/ch01.htm /library/view/Cultivate-Conference-2013:-Complete-Video-Compilation/9781491946060/part03.htm /library/view/INTERACTION-DESIGN:-beyond-human-computer-interaction,-3rd-Edition/9780470665763/17-chapter10.htm /library/view/Lean-Analytics/9781449335687/ch03.htm /library/view/Python+Guide+for+the+Total+Beginner+LiveLessons+(Video+Training)/9780133359121/part01.htm /library/view/Visual-Basic®-2012-How-to-Program,-Sixth-Edition/9780133407099/ch01.htm /library/view/Visual-Basic®-2012-How-to-Program,-Sixth-Edition/9780133407099/ch02.htm /library/view/Visual-Basic®-2012-How-to-Program,-Sixth-Edition/9780133407099/ch03.htm /library/view/INTERACTION-DESIGN:-beyond-human-computer-interaction,-3rd-Edition/9780470665763/00-cover.htm /library/view/HTML-&-CSS:-Design-and-Build-Websites/9781118206911/06_introduction.htm /library/view/Professional-Android-4-Application-Development,-3rd-Edition/9781118237229/9781118237229c01.xhtm /library/view/The+Minecraft+Guide+for+Parents/9780133521931/pref02.htm /library/view/The-Unofficial-LEGO-MINDSTORMS-NXT-2.0-Inventor's-Guide,-2nd-Edition/9781593272159/ch16.htm /library/view/INTERACTION-DESIGN:-beyond-human-computer-interaction,-3rd-Edition/9780470665763/14-chapter07.htm /library/view/INTERACTION-DESIGN:-beyond-human-computer-interaction,-3rd-Edition/9780470665763/18-chapter11.htm /library/view/iOS-Programming:-The-Big-Nerd-Ranch-Guide,-3rd-Edition/9780132978767/ch01.htm /library/view/JavaScript:-The-Good-Parts/9780596517748/ch01s02.htm /library/view/Python+Guide+for+the+Total+Beginner+LiveLessons+(Video+Training)/9780133359121/part02.htm /library/view/Visual-Basic®-2012-How-to-Program,-Sixth-Edition/9780133407099/ch04.htm /library/view/Python-Guide-for-the-Total-Beginner-LiveLessons-(Video-Training)/9780133359121/part03.htm
  12. 12. /library/view/Clean-Code:-A-Handbook-of-Agile-Software-Craftsmanship/9780136083238/ch01.htm /library/view/Cultivate-Conference-2013:-Complete-Video-Compilation/9781491946060/part03.htm /library/view/INTERACTION-DESIGN:-beyond-human-computer-interaction,-3rd-Edition/9780470665763/17-chapter10.htm /library/view/Lean-Analytics/9781449335687/ch03.htm /library/view/Python+Guide+for+the+Total+Beginner+LiveLessons+(Video+Training)/9780133359121/part01.htm /library/view/Visual-Basic®-2012-How-to-Program,-Sixth-Edition/9780133407099/ch01.htm /library/view/Visual-Basic®-2012-How-to-Program,-Sixth-Edition/9780133407099/ch02.htm /library/view/Visual-Basic®-2012-How-to-Program,-Sixth-Edition/9780133407099/ch03.htm /library/view/INTERACTION-DESIGN:-beyond-human-computer-interaction,-3rd-Edition/9780470665763/00-cover.htm /library/view/HTML-&-CSS:-Design-and-Build-Websites/9781118206911/06_introduction.htm /library/view/Professional-Android-4-Application-Development,-3rd-Edition/9781118237229/9781118237229c01.xhtm /library/view/The+Minecraft+Guide+for+Parents/9780133521931/pref02.htm /library/view/The-Unofficial-LEGO-MINDSTORMS-NXT-2.0-Inventor's-Guide,-2nd-Edition/9781593272159/ch16.htm /library/view/INTERACTION-DESIGN:-beyond-human-computer-interaction,-3rd-Edition/9780470665763/14-chapter07.htm /library/view/INTERACTION-DESIGN:-beyond-human-computer-interaction,-3rd-Edition/9780470665763/18-chapter11.htm /library/view/iOS-Programming:-The-Big-Nerd-Ranch-Guide,-3rd-Edition/9780132978767/ch01.htm /library/view/JavaScript:-The-Good-Parts/9780596517748/ch01s02.htm /library/view/Python+Guide+for+the+Total+Beginner+LiveLessons+(Video+Training)/9780133359121/part02.htm /library/view/Visual-Basic®-2012-How-to-Program,-Sixth-Edition/9780133407099/ch04.htm /library/view/Python-Guide-for-the-Total-Beginner-LiveLessons-(Video-Training)/9780133359121/part03.htm
  13. 13. 6.The Long Tail is Long
  14. 14. 50% of usage is for titles published more than 2 years ago
  15. 15. Even “popular” searches are a tiny fraction of total Top 10,000 searches in a recent period
  16. 16. In the past 12 months, our top 500 enterprise accounts looked at some portion of 35,382 titles out of 35,721 (nearly every title we have!)
  17. 17. 7. Demand for non-fiction video content is exploding
  18. 18. And it’s happening fast • Video is less than 10% of available titles in Safari • Top title in April was video • 3 of top 5 • 6 of top 10 • 53% increase in video views in 2013 • Most customers use both book and video content
  19. 19. • 76% of people watch at least 25% of the video clip • 57% of people watch the whole video clip • Tablets are driving video usage and engagement
  20. 20. Average Seconds Per View All Tablet 314.617721 All Desktop 249.245236 All Mobile 217.673926
  21. 21. 8. Google loves great content, and books are great content
  22. 22. Millions of visits a month from organic search that returns content previews from books in Safari
  23. 23. 9. But we need books with better markup
  24. 24. 10. Demand is global
  25. 25. Snapshot of visitors by country for a recent period
  26. 26. First Choice Second Choice Third Choice Australia Business Management Analytics Brazil Java Android Databases China Big Data Cloud Databases UK Business Management Analytics US Business Databases Programming India Databases .NET Management Malaysia Business Management Analytics Topic selection and interest varies by country of origin
  27. 27. 11. Web reading generates great demographic data
  28. 28. Average titles accessed by email address domain gmail.com hotmail.com yahoo.com aol.com
  29. 29. 12. Web tools work really well for book content
  30. 30. 13. But prepare for Web-speed feedback loops
  31. 31. Questions to Ask about Subscription services • Diversification: Does this partner help me reach new markets and create truly new revenue streams? • Discovery: Does this partner provide ways to surface my content in new ways that go beyond standard retail-style search and browse? • Data: Does this partner share meaningful data back to me (and do I know what to do with it)?
  32. 32. Thank you • http://safaribooks.com • http://safariflow.com (Free 30-day trial) • @safari • @andrewsavikas
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