Marketing In Today’S Turbulent Publishing Environment

What’s working, what’s changing, and where the heck do we go from here?

Marketing Maven
www.carolwhitemarketing.com
888 522 8747
[email_address]

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

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

Classically – the 4 “P”s
Product
Price
Place (distribution)
Promotion

Quality Products
Priced right for their markets
Written Marketing Plans
Distribution – Trade and Consumer direct
Publicity and advertising, social networking

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

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 are focusing 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 like to “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

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

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?

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
???

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

% 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

% 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

% 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

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

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 changes

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

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

Marketing In Today’S Turbulent Publishing Environment

by carolwhite1 on Nov 18, 2010

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Marketing In Today’S Turbulent Publishing Environment — Presentation Transcript