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  • 1. Understanding the Impact of  Independent Publishers on the U.S. Book Market This BISG WEBCAST took place Thursday, Thursday June 22, 2010 at 1:00 p m Eastern 22 p.m. To register for future BISG Webcasts, please visit: http://www.bisg.org/event-cat-6-webcasts.php © 2010, the Book Industry Study Group, Inc. 1
  • 2. Creating a more informed,  empowered and efficient book  industry supply chain for both  physical and digital products. physical and digital products BISG is committed to the development of effective industry­ wide standards, best practices, research and events that  wide standards best practices research and events that enhance relationships between trading partners. www.bisg.org © 2010, the Book Industry Study Group, Inc. 2 2
  • 3. Who you ll be hearing from today… Who you’ll be hearing from today… ANGELA BOLE Deputy Executive Director, Book Industry Study Group, Inc.  Angela Bole is Deputy Executive Director of the Book Industry Study Group, Inc.  (BISG). Based in New York City, BISG is an industry trade association working to create  a more informed, empowered and efficient book industry supply chain for both  digital and physical products. JAMIE CARTER Operations Manager, Publisher Alley: A Division of Baker & Taylor For 6+ years before joining Baker & Taylor (B&T), Jamie served as manufacturing  buyer at Heinemann, now a Houghton Mifflin Harcourt company. Today, Jamie is  operations manager for Publisher Alley, an online tool for analysis of book sales  operations manager for Publisher Alley an online tool for analysis of book sales through B&T. She also serves on the board of Bookbuilders of Boston, a regional  professional network covering all aspects of the book industry. FLORRIE BINFORD KICHLER President, Patria Press & IBPA Florrie Binford Kichler is President of Patria Press, Inc., the publisher of the  award‐winning Young Patriots Series for children. A 17‐year veteran of the  publishing industry, she is also President of the Independent Book Publishers  Association (IBPA) and a member of the Children's Book Council. She serves  on the Indiana University Kelley School of Business Women's MBA Board of  Advisors, and the ACLU of Indiana Foundation Board. 3 © 2010, the Book Industry Study Group, Inc. 3
  • 4. Purpose of today s Webcast… Purpose of today’s Webcast… A growing number of independent publishers are  achieving quiet success in niche subject areas not  yet explored by major publishers. In this webinar, Jamie Carter will present sales  trends and other data related to the output of  independent publishers in the Baker & Taylor  independent publishers in the Baker & Taylor wholesale channel. Florrie Binford Kichler will then describe case  Florrie Binford Kichler will then describe case studies where she's witnessed indie pub success  and describe the most common paths to  achievement among IBPA members. © 2010, the Book Industry Study Group, Inc. 4
  • 5. 5
  • 6. Understanding the Impact Of  g p Independent Publishers on the U.S. Book Market U S  Book Market Jamie Carter Jamie Carter Operations Manager Publisher Alley: A Division of Baker & Taylor © 2010, the Book Industry Study Group, Inc. 6
  • 7. PUBLISHER GROUPS • New Publishers • 191 new publishers registered, with titl i 40 of 52 t bli h i t d ith titles in f top-level BISAC subject areas. l l bj t • 548 titles listed (includes some backlist) • On average, 123 units sold per title • T diti Traditional P bli h l Publishers • Included all publishers, both trade and academic, in the 40 top-level BISACs • 311,976 titles listed (all published between 9/1/08-4/30/10) • O average, 157 units sold per title. On i ld il Interesting Comparisons • In both groups, exactly 15.7% of titles released were adult fiction. However, new publishers released many more juvenile fiction titles than traditional publishers did (28% vs. 8%) • In both groups, the distribution of titles across formats was identical: 4% CD/spoken word; 28% cloth, and 68% paper. p p BISG WEBCAST 7 www.bisg.org
  • 8. New Publisher Subject Area Study BISG WEBCAST 8 www.bisg.org
  • 9. SUBJECT AREAS FAVORED BY NEW PUBLISHERS In these subject areas, new publisher output exceeded that of traditional publishers by more than double in percentage terms terms. Body, Mind & Spirit Juvenile Fiction Family R l ti F il & Relationships hi Poetry P t Foreign Language Study Self-Help Health & Fitness Within Family & Relationships and Health & Fitness, the new publishers achieved high average unit sales per title (within 20% of traditional publishers in the same a erage nit ( ithin p blishers categories). This warrants a closer look at the titles they published. BISG WEBCAST 9 www.bisg.org
  • 10. FAMILY & RELATIONSHIPS TITLES Top Five Family & Relationships Titles from New Publishers (Sales through 6/7/10) Is It You, Me, or Adult A.D.D.? A Regular Guy: Growing Up Published by 1201 Alarm Press With Autism 948 units sold since 2/24/09 Published by Landscape Press 414 units sold since 7/7/08 The Pro-Child Way: Parenting with an Ex Published by Untapped Talent First the Broccoli Then 229 units sold since the Ice Cream 1/10/10 Published by Two Fish, Inc. 456 units sold since 4/15/10 You Can Call Me Hoppa! Published by Lauren Charpio 233 units sold since 8/5/08 BISG WEBCAST 10 www.bisg.org
  • 11. HEALTH AND FITNESS TITLES Top Five Health & Fitness Titles from New Publishers (Sales through 6/7/10) Eat for Health Published by Nutritional Excellence Sleep Interrupted 2,498 units sold since Published by Jodev Press 2/18/09 297 units sold since 9/23/08 Raw Inspiration Published by Martin Pearl Beat Crohn’s! 249 units sold since 8/13/09 Published by Solutions 99 Practical Ways to Save on 1,027 units sold Prescription Drugs since 6/15/09 Published by Villa One Group 149 units sold since 7/1/09 BISG WEBCAST 11 www.bisg.org
  • 12. New Publisher Top-Selling Titles BISG WEBCAST 12 www.bisg.org
  • 13. TOP-SELLING NEW PUBLISHER TITLES (Sales through 6/7/10) #2 Trust No #3 Eat for #1 Programming in Health Scala Man Nutritional Wahida Clark Artima Inc. Excellence Presents 7,211 units sold since 2,498 units sold 4,163 units sold 1/19/09 since 2/18/09 since 4/1/09 #4 Estate #5 Thirsty #6 E i Essie #7 Ki d Kingdom Planning Smarts Mindfulness of Simplicity Wahida Clark Publishing Skywriter Books DJ Working Unlimited Presents 1,032 units sold 986 units sold 2,145 units sold since 1,519 units sold since 6/25/09 since 6/24/09 12/22/09 since 4/29/09 #8 Is It You, Me, or #9 Swedish #10 Oral Sex Is Adult ADD? Death Metal the New 1201 Alarm Press Bazillion Points Goodnight Kiss 948 units sold since 710 units sold since Bollywood Filmed 2/24/09 12/26/08 Entertainment 630 units sold since 9/15/09 BISG WEBCAST 13 www.bisg.org
  • 14. TOP-SELLING NEW PUBLISHER TITLES: BACKGROUND Simply, this was the first book available on Scala #1 Programming in p g programming. Others followed from traditional g Scala publishers in June, July, August, and October of Artima Inc. 2009, but they did not do nearly as well as the first 7,211 units sold since out of the gate. 1/19/09 #2 Trust No Man Wahida Clark Trust No Man was assigned the BISAC of Presents Fiction/African American/General, and Thi t was Fi ti /Af i A i /G l d Thirsty 4,163 units sold assigned Fiction/Urban Life. From 9/1/08 to 6/7/10, since 4/1/09 only 332 books have been published in English overall in these two categories (most by independent #5 Thirsty y p publishers). Kensington is strong in this g ) g g genre, but Wahida Clark entries from large trade houses were scant. Presents 1,519 units sold since 4/29/09 BISG WEBCAST 14 www.bisg.org
  • 15. TOP-SELLING NEW PUBLISHER TITLES: BACKGROUND There is a dearth of titles on heavy metal music: #9 Swedish Death since 9/1/08, only 30 have been published. The top , y p p Metal two sellers as of 7/19/10, Radio Silence and Bazillion Points Swedish Death Metal, are from new publishers. 710 units sold since 12/26/08 #10 Oral Sex Is the New Goodnight This title was assigned the BISAC code of Kiss Self Help/Sexual Instruction Self-Help/Sexual Instruction. Since 9/1/08 9/1/08, only 213 titles have appeared in this category Bollywood Filmed (most from independent publishers). The #1 Entertainment seller in the category as of 7/19/10 is Joy of Sex from Crown, and there are other 630 units sold since traditional publishers i th t t t diti l bli h in the top ten. 9/15/09 BISG WEBCAST 15 www.bisg.org
  • 16. TOP-SELLING NEW PUBLISHER TITLES: BACKGROUND The author of this title, Holly Payne, was #7 Kingdom p previously p y published by major houses. The y j of Simplicity publicity for this title was extensive, and it is set in Skywriter Books the recently popular locale of Amish Country 986 units sold (Lancaster, PA). since 6/24/09 #6 Essie Mindfulness This powerful memoir of Jewish resistance to Publishing imprisonment b th N i i superbly marketed at i i t by the Nazis is bl k t d t 1,032 units sold essieshor.com. It is targeted to journalists and since 6/25/09 teachers and makes the most of a tie-in with the 2008 major motion picture, Defiance. BISG WEBCAST 16 www.bisg.org
  • 17. MARKETS FOR NEW PUBLISHERS (Sales through 6/7/10.) BISG WEBCAST 17 www.bisg.org
  • 18. Lessons for New And Traditional Publishers BISG WEBCAST 18 www.bisg.org
  • 19. NEW PUBLISHER LESSONS Conclusions for new publishers aiming to compete against traditional publishers. 1. Be first. 2. Be different. And/or 3. 3 Be visible (cultivate readership). readership) BISG WEBCAST 19 www.bisg.org
  • 20. TRADITIONAL PUBLISHER LESSONS What traditional publishers can learn from new publishers. 1. Stay nimble and locate expert authors quickly. 2. Be aware of emerging genres and topics that are under served. And/or 3. Watch the self-publishing arena for authors with a demonstrated following. BISG WEBCAST 20 www.bisg.org
  • 21. Niche­Mining:g Independent Publisher Success Stories Florrie Binford Kichler Florrie Binford Kichler President Patria Press & IBPA © 2010, the Book Industry Study Group, Inc. 21
  • 22. •Context •Key Success Factors •Publisher Stories BISG WEBCAST 22 www.bisg.org
  • 23. Under the Radar $14.2 billion 1.25 million 2009 Titles: 764,448 vs. 288,355 764 448 vs 288 355 BISG WEBCAST 23 www.bisg.org
  • 24. Definition: a place or position suitable or appropriate for a person or thing (or book). Success Factors 1. Subject: Choose wisely 2. Education: Learn continuously 3. Editorial: Create professionally 4. Marketing Strategy: Focus relentlessly BISG WEBCAST 24 www.bisg.org
  • 25. : Niche BISG WEBCAST 25 www.bisg.org
  • 26. Niche: Definition: a place or position suitable or appropriate for a person or thing (or book). Definition: a position particularly well suited to the (book) that occupies it. BISG WEBCAST 26 www.bisg.org
  • 27. Niche: Definition: a place or position suitable or appropriate for a person or thing (or book). “Niche-Mining” BISG WEBCAST 27 www.bisg.org
  • 28. Niche: Definition: a place or position suitable or appropriate for a person or thing (or book). DJ Working Unlimited 1201Alarm Press BISG WEBCAST 28 www.bisg.org
  • 29. 1. Subject: Choose wisely •Know your subject matter •See a need and fill it See •Analyze the competition BISG WEBCAST 29 www.bisg.org
  • 30. Niche: Definition: a place or position suitable or appropriate for a person or thing (or book). 2. Education: Learn continuously • Business Basics Industry •Industry •Formal: Books, trade journals, seminars •Informal: Network support group Informal: Network, BISG WEBCAST 30 www.bisg.org
  • 31. Niche: Definition: a place or position suitable or appropriate for a person or thing (or book). 3. Editorial: Create professionally • Team of experts •Industry standards Industry BISG WEBCAST 31 www.bisg.org
  • 32. Niche: Definition: a place or position suitable or appropriate for a person or thing (or book). 4. Marketing Strategy: Focus relentlessly • Marketing plan—Estate Planning Smarts • Marketing plan Is it You Me or Adult plan—Is You, ADD? BISG WEBCAST 32 www.bisg.org
  • 33. Niche: Definition: a place or position suitable or appropriate for a person or thing (or book). Marketing plan—Estate Planning Smarts • Offline—mailings, trade shows, review copies • Online—articles, bloggers, Linked In, Google BISG WEBCAST 33 www.bisg.org
  • 34. Niche: Definition: a place or position suitable or appropriate for a person or thing (or book). Marketing plan—Is it You, Me or Adult ADD? • Offline—speaking, endorsements, mailings • O li Online—support group, blogs, webinars, t bl bi Google BISG WEBCAST 34 www.bisg.org
  • 35. Definition: a place or position suitable or appropriate for a person or thing (or book). Success Factors 1. Subject: Choose wisely 2. Education: Learn continuously y 3. Editorial: Create professionally 4. Marketing Strategy: Focus relentlessly g gy y BISG WEBCAST 35 www.bisg.org
  • 36. Definition: a place or position suitable or appropriate for a person or thing (or book). www.estateplanningsmarts.com www.1201AlarmPress.com BISG WEBCAST 36 www.bisg.org
  • 37. Angela Bole Deputy Executive Director Book Industry Study Group, Inc. www.bisg.org angela@bisg.org @ Florrie Binford Kichler President Independent Book Publishers Association www.ibpa-online.org p g Jamie Carter florrie@ibpa-online.org Operations Manager Publisher Alley: A Division of Baker & Taylor www.publisheralley.com jamie.carter@baker-taylor.com BISG WEBCAST © 2010, the Book Industry Study Group, Inc. www.bisg.org 37