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MCN Pro webinar February 5, 2013 with Stephen Hoban, Tina Henderson, and Liz Neely

MCN Pro webinar February 5, 2013 with Stephen Hoban, Tina Henderson, and Liz Neely

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MCN Pro - ePublishing: What you need to know MCN Pro - ePublishing: What you need to know Presentation Transcript

  • ePublishing  What  you  need  to  know  #MCNPro  
  • Upcoming  MCN  Pro  Workshops     Workshop  #3:     Social  Media  Engagement:  Defining  and  measuring  success   Tuesday  May  7,  2013     Workshop  #4  :     DAMS  for  small-­‐mid  size  insNtuNons   Tuesday  June  25,  2013     Workshop  #5  :     Digital  Project  Management:  developing  a  toolkit  for  successful  project  delivery   Tuesday  September  10,  2013   Welcome  to  MCNPro  
  • Stephen  Hoban  •  Associate  Director  for  Publishing  at  the  Solomon  R.   Guggenheim,  New  York  Tina  Henderson  •  Freelance  designer/producNon  arNst  of  books,  ebooks,   and  book  apps  Liz  Neely  •  Director  of  Digital  InformaNon  and  Access  at  the  Art   InsNtute  of  Chicago  Presenters   View slide
  • •  E-­‐books:  A  Museum’s  PerspecNve  (Stephen)  •  Terms  and  Formats  (Tina)  •  Q&A  Check-­‐in  •  Dive  into  the  Formats  and  Authoring  Tools  (Tina)  •  Publishing  and  DistribuNon  Strategy  (Stephen)  •  Trends  (Liz)  •  Q&A  Wrap  Up  Agenda   View slide
  • E-­‐books:    A  Museum’s  PerspecNve  Stephen  Hoban  
  • Guggenheim  Museum  PublicaNons    guggenheim.org/books  Richard  Estes,  The  Solomon  R.  Guggenheim  Museum,  summer  1979.  ©  Richard  Estes  
  •  Scholarly  exhibiNon  catalogues   often include: •  exhibition artwork plates •  entries on each artwork •  substantial main essay(s) •  backmatter (bibliography, exhibition history, chronology) •  Set print runs •  Some books distributed to trade; others only sold in museum store •  Scope determined by budget factorsMuseum  printed  books  
  • •  Rising  print  costs  •  Shrinking  market  •  Price  ceilings  •  Limited  quanNNes  •  CompeNNon  for  museum   store  space  LimitaNons  of  Print  Source:  Smithsonian  via  Flickr  commons  
  • Books  sell  out  
  • Is  museum  publishing  a  glacier?  Source:  Library  of  Congress  via  Flickr  commons  
  • Advantages  of  Digital  Publishing  •  Lower  costs  of  producNon  •  No  limited  print  run  •  Reach  audiences  that  cannot  afford   print  catalogues  •  Keep  backlist  in  circulaNon  •  Try  new  things  Advantages  of  Digital  Ángela  Ruiz  Robles  con  la  Enciclopedia  Mecánica,  via  Wikimedia  commons  
  • Why  now?  •  Growth  of  e-­‐book  market  •  Tablets  offer  nicer  presentaNon  than  readers  •  Google  Books  “threat”  Timing    
  • •  2004:  Google  Books  project  announced  •  2005:  Authors  guild  sues  Google  •  2006:  Sony  Reader  released  •  2007:  first  Kindle  released  •  2010:  first  iPad  released  •  2011:  Kindle  Fire  released  Some  key  dates  
  • Wade  in  or  jump?  •  Digital  publishing  as  a  supplement  to  exisNng   print  program  •  Does  not  replace  printed  books  (yet)  •  What  do  readers  want  from  ebooks?  •  How  should  you  price  it?  Approaching  digital  
  • Terms  &  Formats  Ebook,  iBook,  epub,  mobi:  What  does  it  all  mean?  Tina  Henderson  
  • Happy Mardi Gras! Photo  used  under  CC  BY-­‐SA  2.0  from  TAZphotos  
  • 1990s   2010s   Photo  used  under  CC  BY  2.0  from  Gavin  St.  Ours  DTP  to  Digital  Publishing  
  • •  Contained  digital  publicaNon  •  NOT  a  print  book,  website,  producNvity  app,  game  app  •  Ebook  formats:     •  EPUB  (reflowable  epub,  fixed-­‐layout  epub)   •  Kindle  format  (reflowable  mobi  or  KF8,  fixed-­‐layout  KF8)   •  MulN-­‐Touch  iBook   •  book  app     •  PDF  (staNc  or  interacNve)  Ebook  
  • •  Electronic  publicaNon,  free  and  open  standard  •  IDPF  (idpf.org)  •  EPUB  2,  EPUB  3  •  Mini-­‐website   •  HTML  (markup)   •  CSS  (styling)   •  Some  specific,  required  files  (mimetype,  container.xml,  etc.)   •  May  contain  fonts,  images,  audio,  video,  javascript  •  Reflowable  or  fixed-­‐layout  •  Tools:  InDesign,  text  editor  EPUB  
  • •  Amazon’s  proprietary  format  •  Mobi   •  Very  limited  html/css   •  No  font  embedding   •  For  older  Kindles  •  KF8     •  More  extensive  html/css,  but  sNll  limited   •  Font  embedding   •  Fixed-­‐layout  opNon  •  Tools:  InDesign,  text  editor,  Kindle  Previewer  Kindle  format  
  • iBook   iBooks  •  Apple-­‐trademarked  term   •  Free  iOS  ereading  app  •  Informally,  epubs  sold  in   the  iBookstore  iBook  &  iBooks  
  • iBooksAuthor  (tool)   MulN-­‐Touch  iBooks  (format)  •  Apple’s  free  sooware   •  Proprietary  form  of  epub   (Mac-­‐only)  for  creaNng   created  with  iBooks   interacNve  ebooks   Author  •  Based  on  Apple’s  Pages   •  Can  be  landscape-­‐only,   sooware   portrait-­‐only,  or  both  •  Pre-­‐designed  templates   •  Can  control  layout,  •  Clunky  interface   embed  fonts  •  Widgets  for  interacNon   •  Cannot  reuse  InDesign   layouts  MulN-­‐Touch  iBooks  
  • •  App  based  on  a  print  book,  or  •  App  in  the  general  format  of  a  book  •  Not  Angry  Birds,  Scrabble,  or  SpoNfy    •  Can  be  highly  interacNve    •  Can  precisely  control  layout  and  embed  fonts  •  Tools:  InDesign  with  Adobe’s  DPS,  Aquafadas,  Mag+,  and   other  systems,  or  Quark  with  AppStudio  or  Aquafadas  •  Beware:  Apple  has  been  rejecNng  apps  with  no  more   funcNonality  than  an  epub.  Wants  books  in  iBookstore.  book  app  
  • •  Portable  Document  Format  •  StaNc  (print-­‐based)  or  InteracNve  •  Can’t  be  sold  via  popular  vendors  (Apple,  B&N,  Amazon)  •  Can  be  viewed  on  many  popular  devices  •  Tools:  InDesign,  Acrobat  PDF  
  • Q&A  
  • Real-­‐World  Examples  
  • Publisher’s  seqngs   Reader’s  seqngs  EPUB  (reflowable)  in  iBooks  
  • iBooks   b/w  Nook  EPUB  (reflowable)  
  • EPUB  (reflowable)  file  lisNng  
  • EPUB  (reflowable)  html  file  in  text  editor  
  • EPUB  (reflowable)  CSS  
  • Kindle  Fire   Kindle  e-­‐ink  Kindle  (mobi)  
  • Kindle  Fire   Kindle  e-­‐ink  Kindle  (mobi)  
  • Kindle  (mobi)  file  lisNng  
  • Kindle  (mobi)  html  
  • Kindle  (mobi)  css  
  • Courtesy  of  Laura  Brady,  BradyType  EPUB  (fixed-­‐layout)  
  • Courtesy  of  Laura  Brady,  BradyType  EPUB  (fixed-­‐layout)  
  • EPUB  (fixed-­‐layout)  file  lisNng   Courtesy  of  Laura  Brady,  BradyType  
  • All  courtesy  of  Laura  Brady,  BradyType  EPUB  (fixed-­‐layout)  html  and  css  
  • iBooksAuthor  2.0  templates  
  • MulN-­‐Touch  iBook  (landscape  &  portrait)  
  • MulN-­‐Touch  iBook  (full-­‐screen  figure)  
  • iBooksAuthor  (Layouts  &  Style  Drawer)  
  • iBooksAuthor  InteracNve  Widgets  
  • iBooksAuthor  Widget  Inspector  
  • DPS  book  app  
  • DPS  book  app  (landscape  &  portrait)  
  • DPS  book  app  (panorama)  
  • DPS  book  app  (Overlay  Creator)  
  • DPS  book  app  (Slideshow  opNons)  
  • DPS  book  app  (Folio  Builder)  
  • •  Aquafadas,  Mag+,  Twixl,  AppStudio,  in5,  etc.  •  Check  pricing:  some  charge  per  download  DPS  compeNtors  
  • InteracNve  PDF  with  booksmarks  &  video  
  • •  Web   •  Books  &  apps   •  idpf.org  (epub  specs)   •  EPUB:  Straight  to  the  Point   •  Formaqng  guidelines:   •  From  InDesign  CS5.5  to  EPUB   Amazon,  B&N,  Apple   and  Kindle   •  mobileread.com   •  Kindle  Forma<ng  (Tallent)   •  pigsgourdsandwikis.com   •  Publishing  with  iBooks  Author   •  Lynda.com  (fee-­‐based)   (free;  O’Reilly)   •  #eprdctn  on  Twirer   •  DPS  Tips  (free  iPad  app)   •  #eprdctn  hour:  every   •  Workshops   Wednesday,  11am  eastern   •  Digital  Book  World  (Jan.)   •  Me:  @Nnahender  or   •  Tools  of  Change  (Feb.)   info@Nnahenderson.com   •  PePcon  (Apr.)  Resources  
  • Publishing  and  distribuNon  strategy  Stephen  Hoban  
  • •  PublicaNon  formats  •  DistribuNon  strategies  •  Results  
  • Guggenheim  approach  •  Digital  publishing  program  launched  fall  2011  •  Reflowable  exhibiNon  catalogue  ebook  •  Fixed-­‐layout  children’s  book  •  Out-­‐of-­‐print  catalogue  essays  as  “singles”  •  DigiNzed  historical  books  with  archive.org  An  “all-­‐in”  strategy  
  • Released  fall  2011  •  No  rights  issues  •  Approval  by  the  arNst  •  Text-­‐driven  design  •  Book’s  structure  allowed   easy    linking  of  references  in   the  main  essay  to  the   catalogue  secNon  Maurizio  CaDelan:  All  
  • Kindle  vs.  iBooks  layouts  
  • •  Taken  from  popular   backlist  catalogues  •  Priced  affordably   ($1.99  &  $2.99)  •  Based  on  Kindle   Singles  model  Essays  
  • Reader  series:  CompilaNons  of  topical  essays  
  • I’d  Like  the  Goo-­‐Gen-­‐Heim  
  • iBooks  Author  
  • •  Too  many  plavorms?  •  Self-­‐distributed  •  Print  distributor  •  Direct  through  website    •  Self-­‐distributed  Ntles  focused  on  Amazon  and  iTunes  •  DistribuNon  through  Artbook|D.A.P.  included  smaller-­‐ share  plavorms  (B&N,  Kobo,  et  cetera)  DistribuNon  challenges  
  • So  how  did  we  do?  
  • •  Slow,  but  steady,  sales  for  Maurizio  CaDelan:  All   exhibiNon  catalogue  e-­‐book  •  Moderately  strong  sales  for  backlist  essays  on   Amazon.com,  less  on  iBooks  •  No  interest  in  I’d  Like  the  Goo-­‐Gen-­‐Heim  children’s  book  Successes  and  less-­‐than-­‐successes  
  • Why  no  one  wanted  it  •  No  signage  in  the  museum  shop   that  an  e-­‐book  was  available  •  Not  enough  markeNng  on  our  site   or  elsewhere  •  Lirle  interest  in  an  art  exhibiNon   catalogue  as  an  e-­‐book  (market   not  yet  adjusted  to  this  opNon)  •  Confusion  with  app  •  Guggenheimstore.org  unable  to   sell  e-­‐book  directly;  had  to  link  to   iTunes,  Amazon  and  B&N  Maurizio  CaDelan:  All  Maurizio  CaQelan,  UnStled  (Ostrich),  1997  
  • E-­‐book  market  share  2012   Kindle  /  Kindle  Fire   iPad/iPhone/iPod   Nook/Nook  color   Desktop/Laptop   Sony   Other  smart  phone   Other  devices   1%   3%   4%   6%   14%   55%   17%  Source:  Publishers  Weekly,  November  9,  2012  
  • Everything  else   Book  sales  by  type   7%   Audio   2%   Mass   market   Hardcover   12%   27%   E-­‐book   22%   Trade   paperback   30%  Source:  Publishers  Weekly,  November  5,  2012  
  • •  The  market  for  digital  text  is  established  •  The  illustrated  digital  book  market  is  in  its  infancy   •  BUT:  it  should  grow  along  with  iPad  and  Kindle  Fire  •  Amazon  remains  the  dominant  seller  (for  now)  •  MarkeNng  digital  books  is  a  challenge  •  How  much  does  price  affect  sales?  Lessons?  
  • •  Serial  Ntles  •  EducaNonal  and  professional  focused    •  Digital-­‐exclusive  •  iBooks  Author  OpportuniNes  
  • DesignFile  series  by  Cooper  Hewir  
  • MoMA  One  on  One  series  
  • dOCUMENTA  (13)  100  NOTES,  100  Thoughts  
  • DistribuNon  websites  •  hrp://itunesconnect.apple.com/  •  hrp://kdp.amazon.com/  •  hrp://ingramcontent.com/  Stephen  Hoban  Email:  shoban@guggenheim.org  Resources  
  • Trends  Liz  Neely  
  • Epic  Storytelling   Snow  Fall:  The  Avalanche  at  Tunnel  Creek   By  John  Branch   The  New  York  Times,     hrp://www.nyNmes.com/projects/2012/snow-­‐fall/  
  • From  the  Art  InsNtute  of  Chicago’s  OSCI  preview  publicaNon:  Kimberley  Muir,  "Cat.  13.  The  Beach  at  Sainte-­‐Adresse,  1867:  Technical  Report,"  in  Monet  PainJngs  and  Drawings  at  the  Art  InsJtute  of  Chicago,  ed.  Gloria  Groom  (Chicago:  Art  InsNtute  of  Chicago,  2013),  para  12.  Digital  HumaniNes:  Art  History  
  • From:  Local/Global:  Mapping  Nineteenth-­‐Century  Londons  Art  Market  by  Pamela  Fletcher  and  Anne  Helmreich  with  David  Israel  and  Seth  Erickson  Nineteenth-­‐Century  Art  Worldwide,  Volume  11,  Issue  3  Autumn  2012  Digital  HumaniNes:  Art  History  
  • From:  Where  Am  I?,  a  sample  ePublicaNon  by  Greg   Albers  prototyping  the  use  of  geolocaNon  in  enhancing   a  reading  experience.  Learn  more  and  download  the   ePub  on  the  Museum  Digital  Publishing  Bliki.  Smart  Books  
  • digitalpublishingbliki.com  
  • Q&A  Thank  you!