Ebooks’ Real Impact on the Book Publishing Market: 2009 – 2011

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  • 1. Ebooks’ Real Impact on the Book Publishing  Market 2009 ­ 2011 PANELISTS Guy Gonzalez Director, Digital Content and Product Development, Media Source, INC | @glecharles Frederique Meriot Consultant on the state of the European Ebook Industry Eric Freese Solutions Architect, Aptara | @efreese MODERATOR Matt Mullin Community Relations Manager, Digital Book World | @muttinmall Sponsored by AptaraDigitalBookWorld.com | @digibookworld | #dbw
  • 2. Digital Publishing Solutions Aptara Founded in 1988 l 4,600 employees l 8 global locations l headquartered in Virginia Available Now! The results of Aptara’s 3rd Survey of eBook Publishers: Reactions & Results 2009 – 2011Hashtag: #dbw
  • 3. Aptara eBook Survey Series Goals – Track and document eBook production trends, challenges, best practices – Help publishers optimize their eBook operations and revenues Timeline – Sept 2009 – July 2010 – April 2011 100% participation increase year over year Third survey = 1,350 responses 2Hashtag: #dbw
  • 4. Survey Approach Anonymous Global, though weighted toward US 10 – 20 questions Subset of questions repeated in all three survey Sent to Aptara’s database of 25,000 small, medium, and large book and journal publishers (no authors), including respondents of previous surveys 3Hashtag: #dbw
  • 5. 3rd Survey Respondents Market Segment Publisher Size 30% Trade / Consumer 14% Huge ($101M - >$1B) 25% Education / College 8% Large ($51M - $100M) 21% Scientific / Technical / Medical 46% Medium ($1M - $50M) 6% Corporate (B2B) 32% Small (<$1M) 5% Education / K–12 12% Other Respondents’ Largest Market 70% United States 14% Rest of the World 8% Continental Europe 8% UK 4Hashtag: #dbw
  • 6. Sample Results and Statistics Aptara’s Third Annual eBook Survey of Publishers 5Hashtag: #dbw
  • 7. What % of Publishers are Producing eBooks? All Publishing Market Segments 6Hashtag: #dbw
  • 8. What % of Publishers are Producing eBooks? All Publishing Segments In addition, Trade is more committed to eBooks and at a faster rate than other publishers – with an increase of 50% to 76% in two years 7Hashtag: #dbw
  • 9. eBook Production Volume is on the Rise eBook Publishers Distributing > 50% of Their Titles as eBooks in 2011 8Hashtag: #dbw
  • 10. eBook Production Volume is on the Rise eBook Publishers Distributing > 50% of Their Titles as eBooks in 2011 In addition, the % of publishers producing 76% - 100% of their titles as eBooks increased from 24% to 37% in last year. 9Hashtag: #dbw
  • 11. eBook Distribution Channels Statistic Amazon still dominates distribution—but by a steadily decreasing margin 10Hashtag: #dbw
  • 12. eBook Distribution Channels Statistic Amazon still dominates distribution—but by a steadily decreasing margin Implications More a proliferation of new EPUB- based platforms/channels than a decline in sales for Amazon Result is a larger ‘pie’ Publishers anticipating increase in EPUB-based channels 11Hashtag: #dbw
  • 13. Greatest Source of eBook Sales – All Publishers Statistics Amazon generates significantly more sales than EPUB platforms and devices. Yet EPUB eclipses Kindle as the most widely targeted platform 12Hashtag: #dbw
  • 14. Greatest Source of eBook Sales – All Publishers Statistics Amazon generates significantly more sales than EPUB platforms and devices. Yet EPUB eclipses Kindle as the most widely targeted platform Implication Suggests publishers are preparing for an increase in the adoption of EPUB 13Hashtag: #dbw
  • 15. Greatest Source of eBook Sales – By Publisher Type Statistics Publishers’ own eCommerce sites generate the greatest % of eBook sales for everyone except Trade STM, College, K–12, and Corporate sell through their own eCommerce sites at double and triple the rate of Trade publishers 14Hashtag: #dbw
  • 16. Greatest Source of eBook Sales – By Publisher Type Statistics Publishers’ own eCommerce sites generate the greatest % of eBook sales for everyone except Trade STM, College, K–12, and Corporate sell through their own eCommerce sites at double and triple the rate of Trade publishers Implications Publishers’ reluctance to share revenues with retail channel partners Highlights Trade’s lack of direct-to-consumer initiatives Retailers have tighter relationships with customer than publishers 15Hashtag: #dbw
  • 17. Greatest Source of eBook Sales – By Publisher Type Statistics Amazon produces greatest % of eBook sales for Trade, by a disproportionate margin (43%) 56% of Trade publishers report Amazon is largest sales generator, yet only 20% report distributing their content through Amazon 16Hashtag: #dbw
  • 18. Greatest Source of eBook Sales – By Publisher Type Statistics Amazon produces greatest % of eBook sales for Trade, by a disproportionate margin (43%) 56% of Trade publishers report Amazon is largest sales generator, yet only 20% report distributing their content through Amazon Implications Reflects Amazon’s central role in helping develop Trade eBook market Either highest value content distributed through Amazon, or Amazon’s ROI is greatest 17Hashtag: #dbw
  • 19. eBook Production Trends: Digital and/or Print? Statistics 85% of publishers produce print and eBook versions of their titles 10% of publishers produce eBooks primarily in place of print editions – up only 1% over two years / three surveys (9%, 9%, and 10%) 18Hashtag: #dbw
  • 20. eBook Production Trends: Digital and/or Print? Statistics 85% of publishers produce print and eBook versions of their titles 10% of publishers produce eBooks primarily in place of print editions – up only 1% over two years / three surveys (9%, 9%, and 10%) Implications Reflects publishers’ unease with going “all in” with eBooks until revenues and profits are more discernable and consistent Emphasizes need for digital workflows with multiple-format output efficiency, i.e., XML-early processes 19Hashtag: #dbw
  • 21. eBook Production Trends: Source File FormatsPreferred eBook Source File Format Statistic PDF is most common eBook source file format for all publisher types for the last two surveys (not asked in the first survey) 20Hashtag: #dbw
  • 22. eBook Production Trends: Source File FormatsPreferred eBook Source File Format Statistic PDF is most common eBook source file format for all publisher types for the last two surveys (not asked in the first survey) Implications Most eBook production still follows print production, at the expense of improved operational efficiencies. Publishers slow to transition from print-based production to flexible digital workflows for multi-channel output from a single content source 21Hashtag: #dbw
  • 23. eBook Production Trends: OutsourcingExtent to Which eBooks Are Produced by an External Technology Partner 22Hashtag: #dbw
  • 24. eBook Production Trends: OutsourcingExtent to Which eBooks Are Produced by an External Technology Partner Use of external technology partners has grown with the increase in eBook activity. By a margin of 30%+, all publishers agree that the main driver for using an external technology provider is “Lack of internal capability and resources.” 23Hashtag: #dbw
  • 25. eBook Production Trends: Enhanced eBooks Statistics Enhanced eBook production has increased significantly in a year – College: 3% to 26% – K-12: 4% to 35% – Trade: 10% to 21% – STM: 7% to 16% – Corporate: 0% to 16% Yet plans for enhanced eBooks remain modest—60% of publishers still investigating or not planning to produce them 24Hashtag: #dbw
  • 26. eBook Production Trends: Enhanced eBooks Statistics Enhanced eBook production has increased significantly in a year – College: 3% to 26% – K-12: 4% to 35% – Trade: 10% to 21% – STM: 7% to 16% – Corporate: 0% to 16% Yet plans for enhanced eBooks remain modest—60% of publishers still investigating or not planning to produce them Implications Spurred by the introduction of the Apple iPad and other eReader tablets with native audio and video support Education publishers have long produced rich media content, though originally targeted at PCs and learning platforms 25Hashtag: #dbw
  • 27. eBook Production Trends: EPUB 3Publishers with an EPUB 3 Strategy Statistics Awareness of EPUB 3 is limited Perception of enhanced eBooks is still largely separate from EPUB 3 26Hashtag: #dbw
  • 28. eBook Production Trends: EPUB 3Publishers with a Strategy for Moving to EPUB 3 Statistics Awareness of EPUB 3 is limited Perception of enhanced eBooks is still largely separate from EPUB 3 Implications Publishers still catching-up to producing for the EPUB market EPUB 3 is just now being finalized and currently has limited device support 27Hashtag: #dbw
  • 29. eBook Production Trends: ChallengesGreatest Challenge in Bringing eBooks to Market Statistics “Content format and device compatibility issues” -- the greatest challenge in all three Aptara surveys Publishers less concerned with cost than a year ago 28Hashtag: #dbw
  • 30. eBook Production Trends: ChallengesGreatest Challenge in Bringing eBooks to Market Statistics “Content format and device compatibility issues” -- the greatest challenge in all three Aptara surveys Publishers less concerned with cost than a year ago Implications Publishers concerned with the difficulty of getting content to market Attempt to pursue as many eBook formats as possible isn’t practical until market further matures Production systems/services to help publishers have been in place in a competitive environment for some time, lessening the price concern. 29Hashtag: #dbw
  • 31. Publishers’ eBook Future Statistics 1 out of 5 eBook publishers generates more than 10% of their revenues from eBooks. – impressive stat for an early-stage market – eBook market still has plenty of room for growth 30Hashtag: #dbw
  • 32. Publishers’ eBook Future Statistics 1 out of 5 eBook publishers generates more than 10% of their revenues from eBooks. – impressive stat for an early-stage market – eBook market still has plenty of room for growth 2 out of 3 eBook publishers have not converted more than 50% of their backlist (legacy) titles – higher profit margins than front list titles – hold significant untapped revenues 31Hashtag: #dbw
  • 33. Publishers’ eBook Future Survey Implications Confirmation of vast eBook market opportunity – tip of the iceberg 32Hashtag: #dbw
  • 34. Publishers’ eBook Future Survey Implications Confirmation of vast eBook market opportunity – tip of the iceberg Production optimization and further market maturity needed to reach full potential – digital first / XML early workflows necessity for maximizing profits – waiting for eReader devices/platforms, sales channels, and pricing models to settle out 33Hashtag: #dbw
  • 35. Full Survey Results Download the 3rd Annual eBook Survey Report Uncovering eBooks’ Real Impact 2009 -2011 www.aptaracorp.com/home/SURVEY featuring input from 1,350 publishers to 20 eBook production and sales related questions __________________________________________ Visit Aptara in the Mobile Hot Spot Frankfurt Book Fair October 12 - 16 34Hashtag: #dbw
  • 36. Ebooks’ Real Impact on the Book Publishing  Market 2009 – 2011: Questions & Answers PANELISTS Guy Gonzalez Director, Digital Content and Product Development, Media Source, INC | @glecharles Frederique Meriot Consultant on the state of the European Ebook Industry Eric Freese Solutions Architect, Aptara | @efreese MODERATOR Matt Mullin Community Relations Manager, Digital Book World | @muttinmall Sponsored by AptaraDigitalBookWorld.com | @digibookworld | #dbw
  • 37. Thank You for Attending. Keep in Touch Follow us on Twitter, join our LinkedIn Group, and subscribe to our RSS feed and  e‐newsletter to receive the latest information on our events, and insights on the  latest news and trends from top publishing strategists and technology experts.DigitalBookWorld.com | @digibookworld | #dbw