BISG WEBCAST - Distribution in a Digital World (06.01.11)

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Like transformations in printing and marketing, the impact of digital technology on publishing is putting distribution in a whole new light. This 60-minute BISG Webcast will provide valuable insight …

Like transformations in printing and marketing, the impact of digital technology on publishing is putting distribution in a whole new light. This 60-minute BISG Webcast will provide valuable insight into the changes in distribution, and how publishers can mold these changes to significantly improve efficiencies, revenue, profits and customer relations.

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  • 1. This BISG WEBCAST took place Wednesday, June 1, 2011 at 1:00 p.m. Eastern To register for future BISG Webcasts, please visit: http://www.bisg.org/event-cat-6-webcasts.phpBISG WEBCAST © 2011, the Book Industry Study Group, Inc.www.bisg.org
  • 2. BISG WEBCAST © 2011, the Book Industry Study Group, Inc. 2www.bisg.org
  • 3. Creating a more informed, empowered and efficient book industry supply chain for both physical and digital products. BISG is committed to the development of effective industry- wide standards, best practices, research and events that enhance relationships between trading partners. www.bisg.orgBISG WEBCAST © 2011, the Book Industry Study Group, Inc. 3www.bisg.org
  • 4. ANGELA BOLE Deputy Executive Director RICK JOYCE Chief Marketing Officer Book Industry Study Group Perseus Books Group angela@bisg.org Rick.Joyce@perseusbooks.com JAMES LICHTENBERG President MARCELLA SMITH Lightspeed LLC Marcella Smith Associates jimlichtenberg@mac.com marcex2@mac.comBISG WEBCAST © 2011, the Book Industry Study Group, Inc. 4www.bisg.org
  • 5. BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 5www.bisg.org
  • 6. BISG WEBCAST © 2011, the Book Industry Study Group, Inc. 6www.bisg.org
  • 7. Assessing the impact of digital products and digital technologyBISG WEBCAST © 2011, the Book Industry Study Group, Inc. 7www.bisg.org
  • 8. Printers Authors Distributors Readers RetailersBISG WEBCAST © 2011, the Book Industry Study Group, Inc. 8www.bisg.org
  • 9. Up for Readers Authors grabs!BISG WEBCAST © 2011, the Book Industry Study Group, Inc. 9www.bisg.org
  • 10. Understand where things stand Willing to experiment  Accept change for what it is … neither more nor less  BISG WEBCAST © 2011, the Book Industry Study Group, Inc. 10www.bisg.org
  • 11. Publishers outsourcing most of the processes after editorial  Publishers going direct to retailers and readers In any case, JIT printing and smaller inventories  spell the reduction, if not the end, of warehousing BISG WEBCAST © 2011, the Book Industry Study Group, Inc. 11www.bisg.org
  • 12. Opportunity for publishers to tailor distribution to their customer verticals and business needs  Opportunity for distributors to become aggregators of digital product as well as physical BISG WEBCAST © 2011, the Book Industry Study Group, Inc. 12www.bisg.org
  • 13. BISG WEBCAST © 2011, the Book Industry Study Group, Inc. 13www.bisg.org
  • 14. Changes and ChallengesBISG WEBCAST © 2011, the Book Industry Study Group, Inc. 14www.bisg.org
  • 15. Digitizing all “easy” frontlist Key Publisher Tasks: Digitizing productive “easy”  backlist  Implications for Distribution Add Conversion partner Ask more of current distributor Rise of eRetailing of pBooks  Marketplace Changes Path to Kindle, kindle, kindle Rise of internet marketing and   publicity   Decline of traditional, professional book review media BISG WEBCAST © 2011, the Book Industry Study Group, Inc. 15www.bisg.org
  • 16. Digital Strategy Key Publisher Tasks Partner Selection   Implications for Distribution Decline of physical book retailers Marketplace Changes Sourcing broad eDistribution Amazon kindle drives the true start capabilities/partner  of the eBook era  Paths to nook, iBookstore, android  Amazon’s run at the iTunes strategy eMerchandising (unsuccessful)  Consider integrated distribution  Proliferation of successful eReaders  partner (kindle, nook, ipad, android to come)  Digital Dating beyond distribution for  Rise of the cross platform reader app online discovery SPR & POD  Opening up of international markets  Agency model for niche content   BISG WEBCAST © 2011, the Book Industry Study Group, Inc. 16www.bisg.org
  • 17. Library eReader and eBook lending Author as publisher New Business Models Market Structure r/evolution at scale Agent as publisher   Ad-supported devices Retailer as publisher  Subscription models Brand as publisher   Functionality-rich reader apps Blogger/eyeball aggregator as   Social Reading retailer   Freemotions Affiliate commerce  Mashups & user configured Author-access monetization   Redefinition of self-publishing   BISG WEBCAST © 2011, the Book Industry Study Group, Inc. 17www.bisg.org
  • 18. All jobs are digital End of reverted/out of print Publishing Process Reinvention Territorial/Rights revolution Content for all platforms from the start More world rights exploitation   Tagging and Metadata Global laydowns?   Social Media Monitoring/engagement Emergence of Global Networks and   Redesigned workflow Alliances   Process transparency/marketplace  influence in-process  Explosion of versions Author Platform Development  BISG WEBCAST © 2011, the Book Industry Study Group, Inc. 18www.bisg.org
  • 19. Define your core capability set, partner for everything else  Partners should be option-creating, not option-limiting Waning Partner values: terms, pecking order,  “what else is in the bag”  Emerging Partner Values: Continuous Learning, Best Practices, Transparency, Control, Data, Clout, Reach, Efficiency BISG WEBCAST © 2011, the Book Industry Study Group, Inc. 19www.bisg.org
  • 20. BISG WEBCAST © 2011, the Book Industry Study Group, Inc. 20www.bisg.org
  • 21. Data integrityBISG WEBCAST © 2011, the Book Industry Study Group, Inc. 21www.bisg.org
  • 22. New formats and market expansion ◦ Trade paperbacks (the 70s)  ◦ Bookstores move into malls (the 80s)  Discounting  Hardcover sales explode  Audio Books  Cassettes, CDs, MP3BISG WEBCAST © 2011, the Book Industry Study Group, Inc. 22www.bisg.org
  • 23. Desktop Publishing Print on Demand  Bookselling on the internet  E book  ◦ Affordable  ◦ Convenient ◦ InvisibleBISG WEBCAST © 2011, the Book Industry Study Group, Inc. 23www.bisg.org
  • 24. Content in any format Digital content rights?  Data, data, data  BISG WEBCAST © 2011, the Book Industry Study Group, Inc. 24www.bisg.org
  • 25. Data Product metadata  ◦ http://www.bisg.org/what-we-do-cat-21-product-  metadata.php Product on sale date ◦ http://www.bisg.org/what-we-do-12-143-on-sale-date-  compliance-recommended-best-practices.phpBISG WEBCAST © 2011, the Book Industry Study Group, Inc. 25www.bisg.org
  • 26. Data ◦ Distribution network is helpless w/out it   Libraries  Wholesalers  Retailers  Online  Brick & MortarBISG WEBCAST © 2011, the Book Industry Study Group, Inc. 26www.bisg.org
  • 27. Data ◦ Timing   Availability of the data  Delivery of the data ◦ Impact on salesBISG WEBCAST © 2011, the Book Industry Study Group, Inc. 27www.bisg.org
  • 28. Data ◦ Discrete identifiers   Essential for channel sales tracking  http://www.bisg.org/what-we-do-18-79-the-identification-of- digital-book-content.phpBISG WEBCAST © 2011, the Book Industry Study Group, Inc. 28www.bisg.org
  • 29. Thank you! We’ll now take questions ANGELA BOLE Deputy Executive Director RICK JOYCE Book Industry Study Group Chief Marketing Officer angela@bisg.org Perseus Books Group Rick.Joyce@perseusbooks.com JAMES LICHTENBERG President MARCELLA SMITH Lightspeed LLC Marcella Smith Associates jimlichtenberg@mac.com marcex2@mac.comBISG WEBCAST © 2011, the Book Industry Study Group, Inc. 29www.bisg.org