Marketing In Today’S Turbulent Publishing Environment

438 views

Published on

Explore the latest trends in book marketing for the publishing industry.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
438
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Marketing In Today’S Turbulent Publishing Environment

  1. 1. What’s working, what’s changing, and where the heck do we go from here?
  2. 2. Marketing Maven www.carolwhitemarketing.co m 888 522 8747 carol@carolwhitemarketing.c om
  3. 3.  1,000,000+ new titles each year – 2,700 every DAY  2009 –more Small-Pub books than traditional  Big Publishers = Big Names only  20% now sold online (print, audio, e-book)  40% sold outside traditional “trade” locations  40% book stores
  4. 4.  Self/Small/Mid-sized – growing rapidly  Only 5% of all books sell > 5,000 copies  e-book sales growing > 100% + / year  e-books - 3% of total – 2009; 1% in 2008  New distribution methods ◦ Readers, Expresso, download sites, cloud
  5. 5.  Classically – the 4 “P”s  Product  Price  Place (distribution)  Promotion
  6. 6.  Quality Products  Priced right for their markets  Written Marketing Plans  Distribution – Trade and Consumer direct  Publicity and advertising, social networking
  7. 7.  Look back at what has been – or forward at what is to come ◦ Media changes ◦ Product changes ◦ Distribution changes ◦ Interaction changes  Very idea of what a book is, is changing
  8. 8. Publisher Traditional Subsidy Self Author Reader Literary Agent Book Packager Distributor SPU Midpoint NBN PGW Wholesaler B&T Ingram Quality … Non-Traditional Venues (Pet Stores, Home Depot) Retailer Bricks Online
  9. 9. 20% of respondents say they’ve stopped buying p-books in favor of e- books. - BISG consumer attitudes towards e-book reading Online resellers will take over and manage the remaining bricks & mortar outlets along with the vast majority of distribution. - Peter Lihou, London Bookstores arefocusing on browsing – coffee shops,art galleries, spaces adorned with trendy stuff… gathering spaces. Don’t give up - no website or kiosk can deliver the experience – people just liketo “be out.”- Stephen Blackwell, Sr. Editor E-books enhanced with video, author interviews and social-networking applications could command higher retail prices for publisher than current e-books … $14.99-$19.99. - Brian Murray, CEO Harper Collins Publishers’ net sales for e-books for October reached $18.5 M for the month compared to $5.2 M for the same month last year- Publishers Weekly The other side of upheaval is opportunity
  10. 10.  Quality still counts  Product <=> digitized content <=> service ◦ More interactive, more format choices (“transmedia”) ◦ Embedded objects (video, speech, links, QR codes) ◦ Entertainment oriented (social networking aps) ◦ Even advertising! – A new revenue stream  Individual customization at purchase
  11. 11.  Traditional methods dying ◦ Inefficient, costly, bloated  Choose how receive content on the fly  Stores will change or die  More places will “sell” content on and off-line ◦ Subscription, rental, pay-per-view  Tracking sales? Piracy? Price per form?
  12. 12.  All formats will be equal  Consumer choice ◦ Print on demand (Expresso Book Machine and similar) ◦ Traditional Print ◦ i-Pad, Kindle, Nook, etc. ◦ Smart Phones ◦ Audio (text to speech) ◦ Computer/netbook ◦ CD (dying) ◦ Pay per view ◦ ???
  13. 13. Digital Content Reader E-Book or App Trade Paperback Hardcover (type size) Audio Subscription or ????? Smartphone, PC, iPad, or ??? Printer Expresso Machine ??? Translator to Audio
  14. 14.  From print to online – or combination  Who will pay for journalism?  Is it all about blogs?  The power of broadcast, podcast, v-cast  Combining correctly is an art – not a science
  15. 15. % SALES # Units Sales Location Discount % Sales Price/Unit Total Sales 60% 3000 Book stores and Amazon - distributor 67 $5.59 $16,781 15% 750 Non-traditional Markets Sales (gift stores, travel stores, health food stores, etc) 50 $8.48 $6,356 5% 250 Website 0 $16.95 $4,238 10% 500 Other - corporate buys, book clubs, etc. 55 $7.63 $3,814 5% 250 Personal appearances, bazaars, etc. 10 $15.26 $3,814 5% 250 Review Copies / Gift Copies 100 $0.00 $0 100% 5,000 Total Sales     $35,002
  16. 16. % SALES # Units Sales Location Discount % Sales Price/Unit Total Sales 20% 1000 Book stores and Amazon - distributor 67 $5.59 $5,594 10% 500 Non-traditional Markets Sales (gift stores, travel stores, health food stores, etc) 50 $8.48 $4,238 30% 1500 Website 0 $16.95 $25,425 0% 0 Other - corporate buys, book clubs, etc. 55 $7.63 $0 35% 1750 Personal appearances, bazaars, etc. 10 $15.26 $26,696 5% 250 Review Copies / Gift Copies 100 $0.00 $0 100% 5,000 Total Sales     $61,952
  17. 17. % SALES # Units Sales Location Discount % Sales Price/Unit Total Sales 90% 4500 multi-type digital 30 $6.97 $31,343 5% 250 Personal appearances 10 $8.96 $2,239 5% 250 Review Copies / Gift Copies 100 $0.00 $0 100% 5,000 Total Sales     $33,581
  18. 18. Total Sales Print Sales e-book and app sales $$ Time
  19. 19.  Much more targeted  Who you know – more personal, your “tribe”/platform  Multi-media increasingly important – enhanced books ◦ iPhone apps, QR coding ◦ video trailers, audio inserts  Social Media working – tribe building  Personal websites don’t sell, they tell  Be everywhere  Build your brand – add-ons to product line
  20. 20. E-books Enhanced e-books Print Books Apps Communities/subscription Web-based Content User – Generated Audio/ (cloud computing) Content Speech Synthesis The World for book publishers has just gotten exponentially bigger
  21. 21.  Know your markets clearly – build expertise  Produce a perfect NEW product(s) for them  Go where they are – cater to them  Make it easy for them to buy from you  Stay open to the possibilities and
  22. 22.  Have a Marketing Plan 6 months before pub date  Follow-up on everything – No follow-up = No action  Set a budget  Know your limits – hire help  Consider all types of media for your market  Find what works, do it again
  23. 23.  Explore new formats & distribution methods  What else can I do right now?  Evaluate cost against market potential  Stay current – NWABP, IBPA, SPAN, Pub-U, etc.  Don’t just jump on fads – evaluate  Everything costs something – time / money  Review options every year – modify plans  Do something with marketing EVERY day
  24. 24. carol@carolwhitemarketing.com 888 522-8747 © carol white 2010

×