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uPublishU 2013 Presentation: Understanding How to Distribute Your Book

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Slides for uPublishU session Understanding How to Distribute Your Book

Slides for uPublishU session Understanding How to Distribute Your Book

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  • Each speaker has specialized experience in their part of the supply chain so you as an attendee can learn from their specialized knowledge. We are also making available a glossary of terms for you to take away. This is also posted on slideshare.net so if you google the name of this panel, you will be able to locate it. Our ppt presentation is also available on slideshare.net.
  • Our agenda is to take you through the details of creating and distributing your content. I will cover the ISBN overview, then Jennifer will talk to technical production creation. Davida will describe book distribution in detail and Robin will talk about wholesaler and print on demand services. We want to expose you to terminology used when publishing books and make you aware of processes that are handled for you, but sometimes invisible to you as an author. Our goal in presenting this material is to provide you insight so that you can make decisions about where you spend your time on your book distribution. All of us get questions from authors and small publishers on this process. Hopefully we can save you from duplicating efforts that are being done for you by service providers.
  • ISBN (International Standard Book Number)– A unique 13-digit number provided by Bowker and assigned by the publisher to identify a particular format, edition, and publisher of a book. ISBNs are used world-wide as a unique identifier for each book title/format combination. They are used to simplify distribution and purchase of books throughout the global supply chain.So on screen you see a 13 digit ISBN. Currently all ISBNs begin with 978. Eventually they will also start with 979.The next number “0” is the country of origin.The next part of the number identifies the publisher or imprint of record. Each publisher or imprint has their own specific number…this is how it is clearly identified who owns the ISBN. The next number is specific to each title and the last number is the check digit. This is so you cannot make up a number and start using it. The check digit must be valid for the rest of the number string.You might still have a 10 digit ISBN and those are still valid and usable. 10 digit ISBNs were assigned before 7/1/2007. The difference between 10 digit and the 13 digit is the 978 in the beginning and the last number which is the “check digit”. The last number will be different 99% of the time between the 10 and 13 digit. So, if you have a 10 digit and you convert it, please do not panic when the 13 digit has a different last number. That is how it should be.
  • A
  • Introduction, my role, work with authorsLulu.com offers a self-publishing platform that uses Print-on-demand technology. Print-on-demand makes our model of self-publishing possible.Used to have to commit to volumeNo longer necessary to do do a print run of a thousand booksInventory is virtual– a book is a set of filesNow, anyone with a manuscript and access to the internet can produce a top-quality book. One copy, five, or 500 of them.eBooks natural offshoot of this
  • Distribution channels now work within the Print on Demand as well, virtual stores don’t require physical inventory so shelf space – and by extension, the catalog – is unlimitedBrick and mortar bookstores can place orders for any quantity based on available space.
  • Traditional publishing model, the publisher keeps 80% of the profitsThey were responsible for registering the ISBN,Editing, formatting, designPrinting, storage, marketing and publicity
  • With Self Publishing, the opposite is trueIf you take responsibility for all those things, you see the lions share of the benefitI’ll start talking about how to do that
  • Publishing1 - Defining Product Elements2 - Walkthrough of Product Creation
  • Three things go into the project files that will ultimately be sent to printers and distribution channels
  • This is the hard part: need to start with the best product you canThere are templates to help get the formatting rightConversion tools that will turn your file into the interior of a book – or an EPUBMust meet distribution requirements: trim size, binding, margins; eBooks have technical requirements primarily around matching metadata and how it renders on eReader devicesIf edits needed, you’ll come back to the tool. Anytime you want.
  • Describe metadataGet it right each step of the waySome metadata cannot change once a title enters distribution.Some metadata is OK to update – can change the price of a book
  • Listing!
  • Print and eBooks follow roughly the same path. At this point, a book is for sale on Lulu.com’s marketplace, but not yet in distribution.
  • Quick view into the wizard to see how easy the process isVery similar for print and eBooks
  • Paper, Trim Size, Binding and color options – and the all-important price calculatorLinks throughout to learn more
  • Eye chart, but this is basically a simple upload page.Lots of ways to get help, advice for last minute checks. Community in the Forums – lots of support. Great place to start.If something’s not right, you always have another chance. Just delete and upload a revised file. Before you’re done, you’ll preview your book in PDF or EPUB form. THAT is your book!
  • It doesn’t happen automatically!You built it, now get out there and promote itWith the rise self publishing, you can access the resources traditional publishers used: publicists to set up book signings, issue press releases, promote your work at book fairs. Tons of possibilities - you can even work with someone to help you turn it into a screenplay! Plenty you can do on your own, but if it’s not your thing, you have optionsOf course, you need to make it as easy as possible for someone to buy your book
  • Lulu packs everything up to send to retail channelsISBN info goes to the ISBN AgencyBook files go to Ingram, AmazoneBook files go to iBookstore, Barnes & Noble
  • After a review of the final product, Lulu submits the files to distribution channels.Distributors keep part of the profit in these transactions, but they allow you to reach a much bigger audience
  • Change middle circle language
  • Transcript

    • 1. Understanding How to DistributeYour BookModerator:• Patricia Payton |Senior Manager, Publisher Relations &Content Development |BowkerSpeakers:• Jennifer Heinz |Manager of Distribution & ServicesFulfillment teams |Lulu.com• Davida Breier |Manager |Hopkins Fulfillment Services• Robin Cutler |Independent Publisher Manager |Ingram Content Group Inc.3:00 pm – 3:50 pm, Room: 1E08
    • 2. AgendaISBN OverviewTechnical Product CreationBook DistributionWholesale &Print on Demand Service
    • 3. 978-0-8352-5083-2Indicates ifcan be crossreferencedto ISBN10CountryofOriginPublisher orImprint ofRecordTitle CheckDigit3ISBN OverviewBowker is USA ISBN agency: www.MyIdentifiers.comFind your ISBN agency: www.isbn-international.org/agency.
    • 4. Why do you need an ISBN?• Parties in physical supply chain require it• Metadata travels with ISBN to buyers• Without it:– Booksellers may not be able to list your book– Distributors or ebook converters may assign theirISBN to your work– Readers may purchase the incorrect book4
    • 5. Self Publishing Supply Chain:Product CreationJennifer HeinzJune 1, 2013
    • 6. Self Publishing: Print on Demand
    • 7. Retail Distribution ChannelsLulu ListingeBookPrint
    • 8. Royalties80%20%TraditionalPublisherAuthor
    • 9. Royalties20%80%Self PublishedPublisherAuthor
    • 10. PublishingMarketingDistributionOn to ONIX
    • 11. Publishing: Content ElementsProjectFilesManuscriptMetadataCover
    • 12. The Manuscript• Writing• Feedback– Editors– Review• Formatting• Conversion– Word > PDF– Word > EPUB• Meeting Distribution Requirements
    • 13. Metadata Really Matters• Title MetadataTitle, Subtitle, Author NameISBN, Imprint, Edition• Merchandising MetadataPrice, Keywords, Description• Pay Special Attention to:1. Spelling2. Capitalization3. Match metadata to the cover
    • 14. --MetadataInAction--
    • 15. Creating a Cover• Full-Featured ToolsetsTemplatesLayoutsStandard Themes• Custom CoversDesign a custom cover using the toolsUpload Photoshop files of finished cover artAssemble all three into a project and youare ready to publish your work. It really isthat easy.
    • 16. Creating the Project
    • 17. Quick Marketing Tips• Get the word out• Build a brandSocialMedia• Face to face• Signings, readings• Get feedbackMeetReaders• Blogs• ForumsWebCommunities• Community involvement• Find your audienceGenreSpecificTell us what you’ve got.
    • 18. On to DistributionONIXFeedsManuscriptMetadataCover
    • 19. Submission ProcessElectronicReview[Author]SelectChannels[Author]Proof Copy[Author]OrReview[Author]Metadata &FilesSubmitted[Lulu]FilesReceived[ISBNAgencies &DistroChannels]
    • 20. Into the Supply Chain
    • 21. BookDistributionHow do books land on store shelves?The magic (actually grindinglogistics) of book distribution…
    • 22. A distributor acts as a publisher’s fulfillmentcenter and handles credit and collections.Essentially, a distributor takes care of theback office work, which enables a publisherto focus on production, sales, marketing, andacquisitions. Additionally, masterdistributors actively sell the titles towholesalers and retailers, and are exclusiveto their covered markets.A Few Definitions
    • 23. Master distributor – examples includePerseus, IPG, NBN, Cardinal PublishersGroup, Atlas Books, IPS. They offer publisherssales representation, which includes majorretailers, independent stores, and specialtyaccounts.Fulfillment distributor – examples includeHFS, BookMasters, Pathway Book Service. Theyprimarily offer pick/pack and credit andcollection services, with optional add-on services.A Few Definitions
    • 24.  Wholesalers provide books to retailcustomers, are nonexclusive, and do not havea sales force. They are reactive rather thanproactive about demand.A Few Definitions
    • 25. A Few DefinitionsWholesaler – the largest examples includeIngram, Baker and Taylor. There are alsoregional and niche wholesalers.Retailer – brick-and-mortar and onlinestores. Some are selective about what isshelved, this is especially true of brick andmortar stores, and some allow you to placeyour content with them, this generallyapplies to eRetailers.
    • 26.  Some distributors and wholesalers focus on a singlemarket, as Quality Books does for the librarymarket, or region, such as America West Books. Some focus on multiple markets, which may includetraditional bookstores, big-box stores(e.g., Costco, Target, Wal-Mart), religiousbookstores, gift stores, libraries, and educationalaccounts. Bookstores can order from distributors orwholesalers. How they order will depend on the sizeof the order, freight costs, and the discount provided.A Few Definitions
    • 27. So how does thisreally work?Yay! Flow charts!
    • 28. Market Share By Channel Primary channels include: Chain bookstores Independent bookstores Online retailers (largest segment) Big box stores Warehouse clubs Grocery stores Library market Gift stores Religious bookstores
    • 29. Market Share By Channel
    • 30. How Books Land OnStore Shelves Author is contracted and a publication date is set. Publisher creates metadata and marketing materialsfor their distributor. Distributor creates a catalog and distributes metadatato sales reps and accounts. Sales reps call on their accounts and present the book. Orders are placed. Book is published. Books are received and shelved by retailers. The process can take anywhere from three to twelvemonths.
    • 31. Sales and Marketing Selling to the major accounts is one of the mostimportant functions a master distributor performs. They usually have house reps (employed directly bythe distributor) who sell to the major wholesalers andretailers and commission reps who sell to theindependent stores and specialty accounts. There is a catalog-based selling season and metadatais transmitted to all major retail and wholesaledatabases. This is all built into the sales and distribution cycle.
    • 32. ContentPublisher PrinterDistributor Sales repsChainbuyersRetailersConsumersTraditional TradeDistribution Model
    • 33. Cold Reality Most stores will only shelve books that help pay therent. Space is limited and critical to the financialhealth of the store. A brick and mortar store will carry 10,000-20,000 titles.Compare that to the millions available at an onlineretailer. Publishers have to pay for prime locations in chainstores. Chain stores have a complicated buying process, butonline retailers make it easy for small publishers andauthor publishers to reach consumers.
    • 34. Cold Reality The competition between distributors can beintense, especially as the number of largerindependent publishers shrinks compared to theexponential growth of small presses. Furthermore, the profit margin for distributors israzor thin. Books that do go out to bookstores stand a goodchance of being returned. The industry average fortrade books is about 20-30%.
    • 35. Cold Reality The majorityof books aresold fromwarehouses, not bookstores.
    • 36. ContentPublisherDistributororWholesalerRetailers ConsumersNew eContentDistribution ModelNote: eContent can refer toboth eBooks and digitallyprinted (POD) paper booksthat carry no inventory.
    • 37. Content Retailers ConsumersSelf-PublishingDistribution Model
    • 38. Opportunities Social media marketing has created new opportunitiesthat lower the financial and access barriers toconsumers. Digital content has disrupted the traditional salescycles and brings topical books to market much faster. Reaching niche audiences has never been easier. Real live booksellers still hand-sell, something theinternet cannot replicate (no matter how hard its littlealgorithms try).
    • 39. Opportunities Direct-to-consumer sales and back-of-the-room salescan be a publisher’s bread and butter. POD (print-on-demand) options mean that books canbe available (and never out of stock) at majorwholesalers and retailers (and without the assistanceof a distributor). eRetailers now account for 44% of book sales (PW5/13/2013).
    • 40. ARISE! BOOKSTORE, COLLEGE SUPERSTORE, THREE RIVERSMARKET, TOUCH OF GRACE (DBA), STRANGER THANFICTION BOOKS, CANTERBURY TALES, YORKDRUGS, HOPENOW, ROBINSON COMPANIES(DBA), TECHBOOKSOLUTIONS INC , WTS BOOKS, OLDFIREHOUSE BOOKS (DBA), CIELO HOME AND CHID(DBA), MENTORHOPE LLC, FRYS ELECTRONICS INC, NEWBEDFORD WHALING MUSEUM DBA, TALULAH JONES, KMSGROUP, JANET BROWN INTERIORS, GARDEN STATEPERIODICALS LLC , DRIFTSTONE PUEBLO INC, BOOKEXPRESS, DANCERS, PLANET PULSE, CONNECTICUTCHILDRENS, HH NASHVILLE LLC (DBA), CARDBOARDMEMORIES, HANNA LIQUIDATORS, HARBOR BOOKS &GALLERY, MAIN STREET BOOKS , OYSTER ISLANDEMPORIUM INC, STONEHOUSE BOOKSTORE, CACHEMOUNTAIN TRADERS, SUPERMART.COM, COLOURSINC, NATIONAL ELECTRONIC TYPE INC, QIVIUT BOUTIQUE OFALASKA, PAPERBACKS PLUS, MYRA HOEFER DESIGN LLC, ARTTHINGS INC, BOOKS FOR LESS LLC, JAZZ STORE, SOLUTIONSFOR DYSLEXIA, NOVA SOUTEASTERN UNIVERSITY, BUTTERPADDLE, CALLAHANS, SALLIE HOME, SIXTH SENSEBOOKSTORE, DAILY 235, CARTOON ART MUSEUM, INVISIONCOMPUTING, ORANGE ELEPHANT (DBA), TALKEETNAROADHOUSE (DBA), REDE LLC, EVERYTHING ABOUTLEARNING(DBA), VESICA INSTITUTE, VERTIGOBOOKS, SAINT THOMAS HOSPITAL, MBI DISTRIBUTIONSERVICE (DBA), MACKINAC ISLAND STATEPARK, OSUZANNAH, DOG EARED HALF-PRICEDCHANNELSJay Gatsby, Holden Caulfield, Humbert Humbert, LeopoldBloom, Rabbit Angstrom, Sherlock Holmes, Conan Doyle, AtticusFinch, Molly Bloom, Stephen Dedalus, Lily Bart, HollyGolightly, Gregor Samsa, The Invisible Man, Lolita, AurelianoBuendia,, George Smiley, Mrs. Ramsay, Bigger Thomas, NickAdams, Yossarian, Scarlett OHara, Scout Finch, PhilipMarlowe, Kurtz, Stevens, Cosimo Piovasco di Rondo, Winnie thePooh, Oskar Matzerath, Hazel Motes, Alex Portnoy, BinxBolling, Sebastian Flyte, Jeeves, Eugene Henderson, Marcel, TheCat in the Hat, Peter Pan, Augustus McCrae, Sam Spade, JudgeHolden, Willie Stark, Stephen Maturin, The LittlePrince, Santiago, Jean Brodie, Muriel Spark, 1961The WhiskeyPriest, Neddy Merrill, Sula Peace, Meursault, JakeBarnes, Phoebe Caulfield, Janie Crawford,, Saul Bellow, JayGatsby, Holden Caulfield, Humbert Humbert, LeopoldBloom, Rabbit Angstrom, Sherlock Holmes, Conan Doyle, AtticusFinch, Molly Bloom, Stephen Dedalus, Lily Bart, HollyGolightly, Gregor Samsa, The Invisible Man, Lolita, AurelianoBuendia, Clarissa Dalloway, Ignatius Reilly, George Smiley, Mrs.Ramsay, Bigger Thomas, Nick Adams, Yossarian, ScarlettOHara, Scout Finch, Philip Marlowe, Kurtz, Stevens, CosimoPiovasco di Rondo, Winnie the Pooh, Oskar Matzerath, HazelMotes, Alex Portnoy, Binx Bolling, SebastianHARPERCOLLINS, PENGUIN GROUP SIMON &SCHUSTER MACMILLAN HACHETTE BOOKGROUP US LIGHTNING SOURCE INC PERSEUS BOOKSGROUP INGRAM PUBL SERV JOHN WILEY & SONSINC ZONDERVAN PUB HOUSE HOUGHTON MIFFLINHARCOUR PEARSON PTR W W NORTON & CO INCTHOMAS NELSON INCROWMAN & LITTLEFIELD PUBGROUP INDEPENDENT PUBL GROUP TYNDALEHOUSE PUBLISHERS MCGRAW HILL BOOK COOXFORD UNIV PR WORKMAN PUB CO CENGAGELEARNING DELETED ACCOUNT DK PUB BAKERBOOK HOUSE DIAMOND COMIC DISTRIBUTORUNIV OF CHICAGO PR HARLEQUIN ENTERPRISESLTD KENSINGTON PUB CORP TRILITERAL LLCSTERLING PUBL CO INC ELSEVIER HEALTH SCIENCEBARRONS EDUC SERIES SPRINGER VERLAG NEW YORKLLC TAYLOR & FRANCISF&W MEDIA INCDOVER PUBN INC CAMBRIDGE UNIV INGRAMENTERTAINMENT INTER VARSITY PRESS HARVEST HOUSEPUBL BROADMAN PR OSOTE PUB GALE CENGAGELEARNING HAY HOUSE HAL LEONARD PUB GOOD NEWSPUBL NAV PR SOURCEBOOKS INC DAVID C COOKWILLIAM B EERDMAN CO BRILLIANCE CORP SAGE PUBNMOODY VIDEO MIDPOINT TRADE BOOKS INCCAPSTONE PUBL RITTENHOUSE BOOK DISTRIBUTORSGLOBE PEQUOT PR MOTORBOOKS INT CATHOLIC BOOK33,000partners25,000partners11 milliontitlesWhat is Ingram?PUBLISHERSThe world’s largest and most trustedWholesaler/Distributor of physical and digital content
    • 41. Global Book Supply & Services• Over 45 years in the publishing industry• Book distribution to 220 countrieson 6 continents• 11 million+ active titles in-stock• 25,000+ publishers servedBigNumbers
    • 42. 62,000 in our distribution channel• Global & Regional Chain Bookstore• Independent Retailers• University Bookshops• Internet Retailers• Gift Retailers• Specialty Retailers• Museum Shops• Public and School LibrariesHugeReach
    • 43. • Traditional Wholesale• Full Distribution (IPS)• Print on Demand (POD)via Lightning Source• Digital Distribution via CoreSourcePublisherServices
    • 44. On-DemandServices PODGlobal leader in POD solutions9.5 million POD titles printed this yearPOD facilities in:United States (5 facilities)Internationally (4 facilities)Play Ingram POD Video
    • 45. BenefitsofPOD• Never miss a sale• Keeps books alive• Greatly reduces risk of publishing• Match supply to demand• Expand globally, print in market• Reduce costs and waste
    • 46. Digital content delivered for e-readers• 33+ million digital distributions last year• 408,000+ e-books to Libraries• Delivered to over 150 e-channels Amazon Kindle, Appleibook, B&N Nook, Kobo, Diesel and MiLOnDemandServices DOD
    • 47. Company Confidential. Restricted. Distribution: Shred.Where do you fit in?
    • 48. The New POD Publish on DemandSMSolution• Easy to use platform• P+E together• Great value• Assess to Ingram’s distribution channels
    • 49. How it Works• Publishers upload content in multiple formats (P & E)Print: PDFse-book: Epub, JPEG• Publishers promote their titles to retailers and libraries• Retailers place orders with Ingram• Ingram uses POD to manufacture print titles and deliversprint and e-book content to retailer• Ingram pays Publisher for the sale
    • 50. Launches July 1Sign up for information atwww.ingramspark.comContactRobin@ingramcontent.com