0
Creatividad e innovación
en el mundo editorial
Dominique Raccah
Sourcebooks, Inc.
Feria Internacional del Libro
de Buenos ...
[ about Sourcebooks]
Entered book publishing during desktop
publishing revolution
Continuous evolution…
Creativity and Innovation in Book
Publishing
1. The U.S. book market
 How the U.S. ebook market
evolved
 U.S. ebook cons...
Critical importance of data
during times of change
Data is from
BOOKSTATS
Special ConsiderationsBookStats Data Cube
59,719
SMALL MEDIUM LARGE
VERY
LARGE TOTAL
ACADEMIC 1 13 13 27
ARTS 961 203 12 1 1177
BISAC UNKNOWN 47 37 14 98
BUSINESS 315 77 1...
Digital transformation of the
book
Where are we now? (US data only)
 ebook consumer
 ebook sales
 ebook ecosystem
[ U.S. ebook consumer ]
Multi-year study (12+ contracted
publications)
Methodology
• PubTrack™ Consumer panel of
U.S. book buying men, women
and t...
[ who is the US ebook customer?
]
Benefits of e-reading devices…
BISG — US 2010 data
© 2010, the Book Industry Study Group, Inc.
who is the customer:
reader who reads a lot
0%
20%
40%
60%
80%
Sept.
2010
Jan.
2011
May
2011
Aug.
2011
Dec.
2011
Feb.
2012
May
2012
Aug.
2012
Feb.
2013
Aug.
2013
More...
0%
10%
20%
30%
40%
50%
I mostly purchase e-
books, and purchase
fewer print books than I
used to
I purchase e-books and
pr...
0% 20% 40% 60%
2 or more YEARS ago
1 to 2 YEARS ago
7 to 12 MONTHS ago
2 to 6 MONTHS ago
Buying more
books
Buying the
same...
[who is the US power
buyer]
Who is Today‘s Core Trade
E-Book Buyer (in the U.S.)?
 Woman (66%)
 ~44 years old
 HH Income ~$77K Yr
 Predominantly F...
Female
45-54 years old
Clerical worker
or homemaker
Kindle user
0% 20% 40% 60% 80% 100%
Google
Ebooks.com
iBooks/iTunes
Other
Library
B&N
Amazon
Power
Buyers
Other
respondents
Where powe...
Device Use – Overall
0% 10% 20% 30% 40% 50%
NOOK e-reader
NOOK Color
Android tablet
iPhone
Kindle Fire
iPad
Kindle e-reade...
Device Use – Most Frequent
0% 10% 20% 30% 40%
iPhone
Android tablet
NOOK e-reader
NOOK Color
iPad
Kindle Fire
Kindle e-rea...
[ what are the results of this
change?]
Authors Have A Lot More Choices
Today, it‘s become much easier
to publish a book in the US
An Overwhelming Amount of Content
Every day in America
3,500 books are
published* and only a
handful will be considered
successful by any criteria
*Bowker 2...
Decline in price of traditionally
published e-books
$0.00
$5.00
$10.00
$15.00
$20.00
$25.00
E-Books
Softcover
Hardcover
20...
In the era of the Kindle, a book costs
the same price as a sandwich.
Dennis Johnson, an independent
publisher, says that ―...
[ where are we today? ]
1. Enormous number of ebooks being published
 Steep declines in ebook pricing
 The use of ebooks...
[ are print books dead or dying? ]
$0
$2,000,000,000
$4,000,000,000
$6,000,000,000
$8,000,000,000
$10,000,000,000
$12,000,000,000
$14,000,000,000
2008 2009 2...
$0
$1,000,000,000
$2,000,000,000
$3,000,000,000
$4,000,000,000
$5,000,000,000
$6,000,000,000
2008 2009 2010 2011 2012
eBoo...
[ are print books dead or dying?
Digital doesn’t affect every
content category in the same way
]
Print and eBook Sales in Units
0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000
Print
eBook
2013 YTD Sales by Units
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
Adult Fic Adult NF Kids (ALL) Kids (not Y...
$0
$200,000,000
$400,000,000
$600,000,000
$800,000,000
$1,000,000,000
$1,200,000,000
$1,400,000,000
$1,600,000,000
$1,800,...
E-Growth is Slowing
2008 2009 2010 2011 2012
355%
199%
143%
44%
0%
50%
100%
150%
200%
250%
300%
350%
400%
$-
$500
$1,000
$...
[ where are we today? ]
2. Print lives. Absolutely.
 In U.S., ebooks are replacing/displacing our
cheapest formats
 BIG ...
[ how is book retailing changing?
]
The Continuous Momentum
Towards Online Shopping
DISTRIBUTION: How purchased?
FORMATpurchased?
PRINTeBooks
Brick and Mortar Retail Online Retail
-194
52
1,111
Retail Stores (Total)
Other Channels
Online Retail
The billion-dollar shift in trade retail
The billion-dollar shift in Trade
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
Chains Unclassified Indie stores Specialty
st...
[ where are we today? ]
3. Combination of online convenience, plus
long tail plus digital transformation has put
real pres...
[ where are we today? ]
4. Consolidation and monopoly in the U.S
retail space
 Amazon majority of online book retailing
...
[devices]
law of diffusion of innovation
-Simon Sinek, Ted Talk
56
What is your preferred device
for reading e-books?
57
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Amazon
Desktop/Laptop
All O...
What is your preferred device
for reading e-books – Power Buyers
58
What is your preferred device
for reading e-books?
59
0.0% 10.0% 20.0% 30.0% 40.0% 50.0%
Tablets
Dedicated E-Readers
Frequ...
The market is maturing and settling down.
The longer someone is in the market, the more
predictable his or her behavior be...
Challenges of today‘s US market
 Explosion in the amount of books
available
 Increasing pressure on brick and mortar
boo...
Creativity and innovation in
publishing
How to create more value in a
rapidly changing publishing
world
Creating more value…
Authors
and
Agents
Retailers
Provide More
Value
Publishers
1. experimentation
experimentación
Have to think about
experimentation differently
our goal has to be to
increase the probability
that a book, a series or a
program will be
successful
Need more and better
data, better
processes, and more
transparency around
every step in the
publishing process
And what‘s critically
important is that we
rethink our whole view on
FAILURE
this experimental model
has worked for us
The Lean Startup Model
In this model:
failure is an event.
It‘s about the facts.
It‘s not about you.
Your goal is to…
2. focus on your readers
centrarse en sus lectores
Look at your content/books from
the point of view of your readers
 What do they
want?
 What do they
need?
 How can you
...
iPhone
apps
$0.99 -
$4.99
Complete
Book of
Baby
Names
Baby Name
Treasury
25,001
Best Baby
Names
ebook
25,001
Best Baby
Nam...
Gary Gruber Content Continuum
Fiske Interactive
Web Version
Work to create something that
delights your readers and helps
your authors
- Steve Jobs, May 1997
―You‘ve got to start with the
customer experience and work
back toward the technology —
not the oth...
- Steve Jobs, May 1997
―Hay que comenzar con la
experiencia del cliente y
trabajar de nuevo hacia la
tecnología - no al re...
―My view is there's no bad time
to innovate. You should be
doing it when times are good
and when times are tough—
and you ...
Shift focus from books…
…to readers/users
Shift focus from content…
…to experience
Focus on reader with questions
like:
• What are the right interactive
elements?
• What supports/expands the
story?
• What ...
3. think beyond ebooks
pensar más allá de ebooks
Digital opens opportunities
beyond ebooks
the world for book publishers
just got a lot BIGGER
enhanced e-books
online platforms
(mobile)
appsonline
communities
user...
How can you serve
your readers better?
enhanced e-books online platforms
(mobile)
apps
online
communities
user-generated
c...
What is the value you‘re adding…
Authors
and
Agents
Retailers
Provide More
Value
Publishers
Our strategy: develop our own direct-
to-consumer platforms and channels
Our strategy: develop our own direct-
to-consumer platforms and channels
4. Shakespeare
example
the problem of Shakespeare
the problem of Shakespeare
Teachers have told us ―it takes
about 3 weeks to get kids into
Shakespeare‖
the problem of Shakespeare
the problem of Shakespeare
 Can we make learning, engaging
with, immersing in
Shakespeare…easier
Shakesperience
Shakesperience
 Can we support different learning
styles?
 Visual—Images from great
performances set the stage
 Auditor...
Touchable interface = language at your fingertips
Shakesperience
 lean forward vs lean back experience
5. Put Me In The Story
example
The bedtime reading experience
What Put Me In The Story Does
We create a personal connection between
you and the books you love
And What Really Matters…
…we foster a greater
love of reading
(sometimes even a
first love of reading)
We create a keepsak...
Great Books!
Why It Works
We started with
bestselling books and authors
And then we added Elmo!!
What Put Me In The Story
Does Differently
We‘re creating many forms of
personalization to create the best
experience in th...
What Put Me In The Story
Does DifferentlyWe‘re using a digital process to create
both digital books (app) and physical
boo...
Creating Books to Cherish Forever!
Why It Works
The app and the website work together
to deliver a personalized content experience whenever and
wherever you ...
Why It Works
Incredibly easy-to-use interface…
Allows you to see every page of the book as you
personalize.
What We Know Now…
The app, the web and print all work together
It‘s a single ecosystem
Our 2013 partners
Many more great
partners coming!
And in 2014…
More great partners coming!
Anne Geddes!
How Put Me In The Story
Creates Value For Publishers and Authors
• Higher price point: $24.99-$32.99 + $6.99 (s/h)
• Incre...
We believe…
…Put Me In
The Story
will be the
leading
personalized
book
Extending the book —
Content, format and experience
Keys to Creativity and Innovation in
Book Publishing
1. Experiment
 Test and iterate quickly
 Allow yourself to learn fr...
Work to add new kinds of value to
authors and retail partners
Authors
and
Agents
Retailers
Provide More
Value
Publishers
It‘s not just the
book that‘s
transforming.
It‘s the book
publisher.
Digital changes
everything.
“Procuremos más ser padres de
nuestro porvenir que hijos de
nuestro pasado.”
-Miguel de Unamuno (1864-1936)
Spanish essayi...
Thank YOU!
Twitter: @draccah
LinkedIn Group: Ebooks, Digital Books and Content
Publishing Network
Ebooks, publishing and innovation — buenos aires book fair 2014
Ebooks, publishing and innovation — buenos aires book fair 2014
Ebooks, publishing and innovation — buenos aires book fair 2014
Ebooks, publishing and innovation — buenos aires book fair 2014
Ebooks, publishing and innovation — buenos aires book fair 2014
Ebooks, publishing and innovation — buenos aires book fair 2014
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  • I entered book publishing at the last great revolution, desktop publishing$5500 computer with a 7 inch screen (yes a mac plus)$6k laserwriter that did 6 pages per minute
  • First, let me start at the end…So who is Sourcebooks? Sourcebooks today publishes 300 books per year.  We have about 120 people and have had dozens of New York Times bestsellers-and National bestsellers. In fact, we’ve had 13 New York Times bestsellers last year. I have a handout about 2013 at Sourcebooks. Up 22%, lots of big breakthroughs. 2013 was an extraordinary year. And we are today the largest trade book publisher in Chicago and the largest woman owned trade publisher in the country. From childrens books to fiction to womens fiction on and on. We have bestselling books in every category in which we publish. That's pretty great!
  • Where are we now in the US. How did we get here?That’s going to matter…
  • You can see this is beginning to stabilize
  • Ebooks eclipsed mass-market in 2011 and have their sights set on trade paper and hardcover. And more importantly…
  • Remember who the customer is…it helps a lot. Ebooks are replacing our cheapest format…mass market books.
  • Online Continues to Flourish
  • The lay of diffusion of innovation, shows that the adoption curve (a typical bell curve) can be segmented out into the following sections.Of all our population:2.5% innovators13.5% early adopters34% early majority34% late majority16% laggardsWe all sit at various places at various times along this scale.If you want mass market appeal, mass market success or acceptance of an idea (the two 34% sides), you cannot have it until you have achieve this tipping point, between 15% and 18% market penetration.I love to ask businesses, what is your conversion, and they respond proudly 10%. Well you can trip over 10%. There’s always 10% who will just “get it”, in fact, that’s how we describe them.The problem is what 10%.It’s this 13% that matters, as Jeffery Moore describes in “Crossing the Chasm”.The early majority will not try something, until somebody else tries it first.How close do you think we are tothat tipping point? http://life-engineering.com/1757/how-great-leaders-inspire-action-the-golden-circle/
  • You cannot discuss e-books without also discussing devices. I wish you could, but you can’t.
  • When you take desktops/laptops out of the equation – the red line on the bottom – you can see that the combined Amazon products are still more prevalent in the market than all other brands and models – Apple iPad, Nook, Kobo, Nexus, etc. -- combined. This does NOT take into account the millions of people who also use the Kindle app on a multifunction tablet. But the gap between Amazon and all other narrowed in this last report. We’ll watch this closely in future reports.
  • We also took a look at how many consumers own multiple devices. Nearly half of all Dedicated E-Reader owners also own a tablet. And more than 60% of tablet owners own a dedicated e-reader!So Dedicated E-Readers are giving way to tablets… Or are they?
  • When we look at Power Buyers, we see a different story. Power Buyers are still more likely to use Dedicated E-Readers. There is conventional wisdom in the industry that consumers with E-Readers are more likely to read books than those with Tablets. And why is that?
  • And that brings me to conclusions. If you take away one thing from this, it’s that the market is maturing. We are seeing more and more predictable behavior. Does that mean growth has stopped or that more changes aren’t in the offing? No, of course not. It simple means we’re moving from the Wild Wild West to the Wild West.
  • First, let me start at the end…So who is Sourcebooks? Sourcebooks today publishes 300 books per year.  We have about 120 people and have had dozens of New York Times bestsellers-and National bestsellers. In fact, we’ve had 13 New York Times bestsellers last year. I have a handout about 2013 at Sourcebooks. Up 22%, lots of big breakthroughs. 2013 was an extraordinary year. And we are today the largest trade book publisher in Chicago and the largest woman owned trade publisher in the country. From childrens books to fiction to womens fiction on and on. We have bestselling books in every category in which we publish. That's pretty great!
  • Focused on 1 idea.
  • This is where we have to go.. It’s how we need to think and help our people to think. And I can tell you that we’re not doing this 100% at sourcebooks. And it’s where we have to go.
  • What’s right for you and your company? What will work?
  • But teachers tell us that "it takes about 3 weeks to get kids into Shakespeare." By the way, stage performers say the same thing — it takes time for audiences to get comfortable with the language and at some point (usually 15-20 minutes into the show) the audience "clicks over."------------------------stage performers say the same thing — it takes time for audiences to get comfortable with the language and at some point (usually 15-20 minutes into the show) for a sophisticated audience who came to watch Shakespeare to “clicks over.”Making Shakespeare relevant and enjoyable is perhaps the biggest challenge we face as English teachershttp://www.teachit.co.uk/custom_content/newsletters/newsletter_aug05.php
  • What’s involved here…
  • The problem of video --
  • Remember sudentstold us…Language is difficultRepeated interruptionImmersion? Flow?At your fingertip translations… creating immediate translation 
  • Another area that required a lot of user-centric research. Multiple sources of audio…the role of interpretation.The problem of video – B. Understanding that performance is different from a novel. Interpretive text. Role performance plays in making Shakespeare come to life. Different actors interpret roles differently.  
  • SHAKESPERIENCE video. C. And then there’s a bonus. F. Scott Fitzgerald’s dignified reading of Othello’s speech to the Venetian Senators. Combination of embedded glossary and remarkable performances seems useful for getting into the text and for understanding and learning more easily.  Obviously we’re just beginning to do this kind of development but you get the idea.
  • By the way, this is from yesterday’s New York Times Book Review, Which featured our Shakesperience, Touch Press and Faber’s THE SONNETS BY WILLIAM SHAKESPEARE and the Shakespeare and shaeksperarepro app. The piece encded: Perhaps all the world is a stage. Thanks to these ingenious apps, the world of Shakespeare is certainly much easier to comprehend.
  • Transcript of "Ebooks, publishing and innovation — buenos aires book fair 2014"

    1. 1. Creatividad e innovación en el mundo editorial Dominique Raccah Sourcebooks, Inc. Feria Internacional del Libro de Buenos Aires
    2. 2. [ about Sourcebooks]
    3. 3. Entered book publishing during desktop publishing revolution
    4. 4. Continuous evolution…
    5. 5. Creativity and Innovation in Book Publishing 1. The U.S. book market  How the U.S. ebook market evolved  U.S. ebook consumer 2. What are the results of this change? 3. Keys to creating in this rapidly changing environment
    6. 6. Critical importance of data during times of change
    7. 7. Data is from BOOKSTATS
    8. 8. Special ConsiderationsBookStats Data Cube
    9. 9. 59,719
    10. 10. SMALL MEDIUM LARGE VERY LARGE TOTAL ACADEMIC 1 13 13 27 ARTS 961 203 12 1 1177 BISAC UNKNOWN 47 37 14 98 BUSINESS 315 77 10 402 EDUCATION 255 81 14 1 351 LAW 79 50 7 136 MEDICAL 155 37 8 200 NON-TRADITIONAL 1 7 28 36 OTHER 620 181 40 1 842 RELIGION 555 181 26 1 763 SMALL PUBLISHER 48,884 48,884 TECHNICAL AND SCIENTIFIC 786 269 64 8 1127 TRADE - GENERAL 1,296 406 76 4 1782 TRADE - JUVENILE 356 189 64 5 614 TRADE - NONFICTION 1,425 309 36 1770 TRADE - ADULT FICTION 1,039 224 44 4 1311 UNIVERSITY PRESS 100 65 34 199 TOTAL 56,873 2,311 469 66 59,719
    11. 11. Digital transformation of the book Where are we now? (US data only)  ebook consumer  ebook sales  ebook ecosystem
    12. 12. [ U.S. ebook consumer ]
    13. 13. Multi-year study (12+ contracted publications) Methodology • PubTrack™ Consumer panel of U.S. book buying men, women and teens balanced to US Census • Survey pool of ~78K book consumers at the time of last fielding • 95% probability threshold
    14. 14. [ who is the US ebook customer? ]
    15. 15. Benefits of e-reading devices… BISG — US 2010 data
    16. 16. © 2010, the Book Industry Study Group, Inc.
    17. 17. who is the customer: reader who reads a lot
    18. 18. 0% 20% 40% 60% 80% Sept. 2010 Jan. 2011 May 2011 Aug. 2011 Dec. 2011 Feb. 2012 May 2012 Aug. 2012 Feb. 2013 Aug. 2013 More than a year ago Within the last year When did you begin acquiring e-books?
    19. 19. 0% 10% 20% 30% 40% 50% I mostly purchase e- books, and purchase fewer print books than I used to I purchase e-books and print books interchangeably, or I prefer some genres as e- books and others as print I now exclusively purchase e-books I no longer buy e- books, only print books Format choices
    20. 20. 0% 20% 40% 60% 2 or more YEARS ago 1 to 2 YEARS ago 7 to 12 MONTHS ago 2 to 6 MONTHS ago Buying more books Buying the same # of books Buying fewer books Long time e-book readers buy more
    21. 21. [who is the US power buyer]
    22. 22. Who is Today‘s Core Trade E-Book Buyer (in the U.S.)?  Woman (66%)  ~44 years old  HH Income ~$77K Yr  Predominantly Fiction (58% of all ‗e‘ sold)
    23. 23. Female 45-54 years old Clerical worker or homemaker Kindle user
    24. 24. 0% 20% 40% 60% 80% 100% Google Ebooks.com iBooks/iTunes Other Library B&N Amazon Power Buyers Other respondents Where power buyers buy ebooks?
    25. 25. Device Use – Overall 0% 10% 20% 30% 40% 50% NOOK e-reader NOOK Color Android tablet iPhone Kindle Fire iPad Kindle e-reader Power Buyers Other respondents
    26. 26. Device Use – Most Frequent 0% 10% 20% 30% 40% iPhone Android tablet NOOK e-reader NOOK Color iPad Kindle Fire Kindle e-reader Power Buyers Other respondents
    27. 27. [ what are the results of this change?]
    28. 28. Authors Have A Lot More Choices
    29. 29. Today, it‘s become much easier to publish a book in the US
    30. 30. An Overwhelming Amount of Content
    31. 31. Every day in America 3,500 books are published* and only a handful will be considered successful by any criteria *Bowker 2013
    32. 32. Decline in price of traditionally published e-books $0.00 $5.00 $10.00 $15.00 $20.00 $25.00 E-Books Softcover Hardcover 2008 2009 2010 2011 2012
    33. 33. In the era of the Kindle, a book costs the same price as a sandwich. Dennis Johnson, an independent publisher, says that ―Amazon has successfully fostered the idea that a book is a thing of minimal value—it‘s a widget.‖ —The New Yorker, Feb. 2014
    34. 34. [ where are we today? ] 1. Enormous number of ebooks being published  Steep declines in ebook pricing  The use of ebooks as loss leaders or giveaways fosters a continuing devaluing of ebooks
    35. 35. [ are print books dead or dying? ]
    36. 36. $0 $2,000,000,000 $4,000,000,000 $6,000,000,000 $8,000,000,000 $10,000,000,000 $12,000,000,000 $14,000,000,000 2008 2009 2010 2011 2012 eBooks Combined Print Print lives
    37. 37. $0 $1,000,000,000 $2,000,000,000 $3,000,000,000 $4,000,000,000 $5,000,000,000 $6,000,000,000 2008 2009 2010 2011 2012 eBooks Hardcover Mass-market Softcover © 2013, the Book Industry Study Group, Inc. But e-books continue to grow…
    38. 38. [ are print books dead or dying? Digital doesn’t affect every content category in the same way ]
    39. 39. Print and eBook Sales in Units 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 Print eBook
    40. 40. 2013 YTD Sales by Units 0 500000 1000000 1500000 2000000 2500000 3000000 3500000 Adult Fic Adult NF Kids (ALL) Kids (not YA) YA eBooks Print
    41. 41. $0 $200,000,000 $400,000,000 $600,000,000 $800,000,000 $1,000,000,000 $1,200,000,000 $1,400,000,000 $1,600,000,000 $1,800,000,000 $2,000,000,000 2008 2009 2010 2011 2012 Hardcover Mass-market Softcover eBooks © 2013, the Book Industry Study Group, Inc. Especially for Adult Fiction
    42. 42. E-Growth is Slowing 2008 2009 2010 2011 2012 355% 199% 143% 44% 0% 50% 100% 150% 200% 250% 300% 350% 400% $- $500 $1,000 $1,500 $2,000 $2,500 $3,000 $3,500
    43. 43. [ where are we today? ] 2. Print lives. Absolutely.  In U.S., ebooks are replacing/displacing our cheapest formats  BIG impact on fiction sales and narrative  Much less impact on other categories of books
    44. 44. [ how is book retailing changing? ]
    45. 45. The Continuous Momentum Towards Online Shopping
    46. 46. DISTRIBUTION: How purchased? FORMATpurchased? PRINTeBooks Brick and Mortar Retail Online Retail
    47. 47. -194 52 1,111 Retail Stores (Total) Other Channels Online Retail The billion-dollar shift in trade retail
    48. 48. The billion-dollar shift in Trade $0 $500 $1,000 $1,500 $2,000 $2,500 $3,000 Chains Unclassified Indie stores Specialty stores Mass merchants College stores 2010 2011 2012
    49. 49. [ where are we today? ] 3. Combination of online convenience, plus long tail plus digital transformation has put real pressure on our brick and mortar/physical book retailers  In U.S., physical book retailers need to learn to be great online merchants (of physical as well as digital books)
    50. 50. [ where are we today? ] 4. Consolidation and monopoly in the U.S retail space  Amazon majority of online book retailing  Barnes and Noble majority of brick and mortar book retailing
    51. 51. [devices]
    52. 52. law of diffusion of innovation -Simon Sinek, Ted Talk
    53. 53. 56
    54. 54. What is your preferred device for reading e-books? 57 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% Amazon Desktop/Laptop All Other
    55. 55. What is your preferred device for reading e-books – Power Buyers 58
    56. 56. What is your preferred device for reading e-books? 59 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% Tablets Dedicated E-Readers Frequently Occasionally Rarely
    57. 57. The market is maturing and settling down. The longer someone is in the market, the more predictable his or her behavior becomes. Tablets are overtaking e-readers, but not with power buyers. Ebooks are still driven by fiction. And in the U.S., Amazon is dominant. Conclusion 60
    58. 58. Challenges of today‘s US market  Explosion in the amount of books available  Increasing pressure on brick and mortar bookstores  Value of discovery in the brick and mortar retail space  Corresponding challenge of discovery in the online retail space  Marketing is becoming more fragmented and more expensive
    59. 59. Creativity and innovation in publishing
    60. 60. How to create more value in a rapidly changing publishing world
    61. 61. Creating more value… Authors and Agents Retailers Provide More Value Publishers
    62. 62. 1. experimentation experimentación
    63. 63. Have to think about experimentation differently
    64. 64. our goal has to be to increase the probability that a book, a series or a program will be successful
    65. 65. Need more and better data, better processes, and more transparency around every step in the publishing process
    66. 66. And what‘s critically important is that we rethink our whole view on FAILURE
    67. 67. this experimental model has worked for us
    68. 68. The Lean Startup Model
    69. 69. In this model: failure is an event. It‘s about the facts. It‘s not about you.
    70. 70. Your goal is to…
    71. 71. 2. focus on your readers centrarse en sus lectores
    72. 72. Look at your content/books from the point of view of your readers  What do they want?  What do they need?  How can you increase engagement?
    73. 73. iPhone apps $0.99 - $4.99 Complete Book of Baby Names Baby Name Treasury 25,001 Best Baby Names ebook 25,001 Best Baby Names MM $19.95$12.99$5.99$4.99 Baby Names Content Continuum
    74. 74. Gary Gruber Content Continuum
    75. 75. Fiske Interactive Web Version
    76. 76. Work to create something that delights your readers and helps your authors
    77. 77. - Steve Jobs, May 1997 ―You‘ve got to start with the customer experience and work back toward the technology — not the other way around.‖
    78. 78. - Steve Jobs, May 1997 ―Hay que comenzar con la experiencia del cliente y trabajar de nuevo hacia la tecnología - no al revés.‖
    79. 79. ―My view is there's no bad time to innovate. You should be doing it when times are good and when times are tough— and you want to be doing it around things that your customers care about.‖ —Jeff Bezos, BusinessWeek
    80. 80. Shift focus from books… …to readers/users
    81. 81. Shift focus from content… …to experience
    82. 82. Focus on reader with questions like: • What are the right interactive elements? • What supports/expands the story? • What creates the most immersive experience? • How can we enhance reader experience and engagement?
    83. 83. 3. think beyond ebooks pensar más allá de ebooks
    84. 84. Digital opens opportunities beyond ebooks
    85. 85. the world for book publishers just got a lot BIGGER enhanced e-books online platforms (mobile) appsonline communities user-generated content e-books
    86. 86. How can you serve your readers better? enhanced e-books online platforms (mobile) apps online communities user-generated content e-books
    87. 87. What is the value you‘re adding… Authors and Agents Retailers Provide More Value Publishers
    88. 88. Our strategy: develop our own direct- to-consumer platforms and channels
    89. 89. Our strategy: develop our own direct- to-consumer platforms and channels
    90. 90. 4. Shakespeare example
    91. 91. the problem of Shakespeare
    92. 92. the problem of Shakespeare
    93. 93. Teachers have told us ―it takes about 3 weeks to get kids into Shakespeare‖ the problem of Shakespeare
    94. 94. the problem of Shakespeare  Can we make learning, engaging with, immersing in Shakespeare…easier
    95. 95. Shakesperience
    96. 96. Shakesperience  Can we support different learning styles?  Visual—Images from great performances set the stage  Auditory—Embedded audio from multiple actors show you the powerful spectrum of interpretation  Kinesthetic—You‘re literally interacting with the content
    97. 97. Touchable interface = language at your fingertips
    98. 98. Shakesperience  lean forward vs lean back experience
    99. 99. 5. Put Me In The Story example
    100. 100. The bedtime reading experience
    101. 101. What Put Me In The Story Does We create a personal connection between you and the books you love
    102. 102. And What Really Matters… …we foster a greater love of reading (sometimes even a first love of reading) We create a keepsake that families will cherish forever
    103. 103. Great Books! Why It Works
    104. 104. We started with bestselling books and authors
    105. 105. And then we added Elmo!!
    106. 106. What Put Me In The Story Does Differently We‘re creating many forms of personalization to create the best experience in the stories you love We allow many different ways of personalizing a book
    107. 107. What Put Me In The Story Does DifferentlyWe‘re using a digital process to create both digital books (app) and physical books
    108. 108. Creating Books to Cherish Forever!
    109. 109. Why It Works The app and the website work together to deliver a personalized content experience whenever and wherever you want it. Different use cases.
    110. 110. Why It Works Incredibly easy-to-use interface… Allows you to see every page of the book as you personalize.
    111. 111. What We Know Now… The app, the web and print all work together It‘s a single ecosystem
    112. 112. Our 2013 partners
    113. 113. Many more great partners coming! And in 2014…
    114. 114. More great partners coming!
    115. 115. Anne Geddes!
    116. 116. How Put Me In The Story Creates Value For Publishers and Authors • Higher price point: $24.99-$32.99 + $6.99 (s/h) • Incremental sales dollars • Some indication that all our online marketing is lifting retail sales (10‘s of millions of impressions in Q4) • On our way to creating a new channel for picture and illustrated books • New incremental dollars/revenue for authors • And creating extraordinary gift experience that builds and enhances author‘s brands and the connection that readers have to books and story
    117. 117. We believe… …Put Me In The Story will be the leading personalized book
    118. 118. Extending the book — Content, format and experience
    119. 119. Keys to Creativity and Innovation in Book Publishing 1. Experiment  Test and iterate quickly  Allow yourself to learn from failure 2. Think beyond ebooks 3. Focus on your user/reader  What do they want/need?
    120. 120. Work to add new kinds of value to authors and retail partners Authors and Agents Retailers Provide More Value Publishers
    121. 121. It‘s not just the book that‘s transforming. It‘s the book publisher. Digital changes everything.
    122. 122. “Procuremos más ser padres de nuestro porvenir que hijos de nuestro pasado.” -Miguel de Unamuno (1864-1936) Spanish essayist, novelist, poet, playwright, and philosopher “ ”
    123. 123. Thank YOU! Twitter: @draccah LinkedIn Group: Ebooks, Digital Books and Content Publishing Network
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