Get your book out (Presentation at Soho House, 09.07.2013)
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Get your book out (Presentation at Soho House, 09.07.2013)

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With the increasing popularity of self-publishing solutions, eAuthors reach their readers fast and with high margins. In this presentation, epubli CEO Dr. Jörg Dörnemann presents industry insights ...

With the increasing popularity of self-publishing solutions, eAuthors reach their readers fast and with high margins. In this presentation, epubli CEO Dr. Jörg Dörnemann presents industry insights and trends in digital publishing.

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Get your book out (Presentation at Soho House, 09.07.2013) Presentation Transcript

  • 1. Get your book out Berlin, July 2013 #gybo
  • 2. #gybo Agenda • Welcome • Dr. Petra Eggers on the role of the agent and author today • Dr. Jörg Dörnemann on digital publishing insights and trends • Get together
  • 3. The publishing industry is up in arms #gyboSources: Forbes, The New York Times, Hamburger Abendblatt
  • 4. Source: @popongap, http://twitpic.com/48d7ey “e“ turns publishing as we know it upside down • Book vs. eBook • Audience Intelligence • Digital Distribution #gybo
  • 5. Picture: HP Indigo 5500 Source: http://h50146.www5.hp.com/info/newsroom/library/images/fy2007/fy07-140.jpg #gybo Digital printing allows for publishing on demand
  • 6. Sources: PEW Research Center, Statista, AAP Picture: Amazon • 34% of US citizens own a tablet, 26% own an eReader • eBooks accounted for 23% of publisher revenue in 2012 #gybo eBooks grow much faster than expected
  • 7. In 2013 (YTD), eBooks accounted for 35% of publication sales revenues at epubli epubli revenue distribution book vs. eBook sales 2010 2011 2012 2013 (YTD) 7% 30%<1% 35% #gybo Source: epubli n = 2.928 authors
  • 8. At epubli, eBooks already outran print books by the numbers. Still, print book sales increase steadily Number of epubli publications sold 2011-2013 (YTD + Forecast), Print vs. eBooks 2011 FCST FCST 2012 2013 (YTD) +45% +373% #gyboSource: epubli
  • 9. Source: @popongap, http://twitpic.com/48d7ey 9 Audience Intelligence #gybo
  • 10. What readers want • Quality • eBook + print • Always, everywhere • No DRM Picture: http://www.ibtimes.com/articles/127219/20110326/ipad2-launch.htm What readers pay for • Great content • Convenience • Patronage • Reasonable Prices #gybo First, we have to understand what readers really want and pay for
  • 11. All books All eBooks Self-pub ebooks 1. Read author/series 23% 2. Browse in shop 18% 3. Word of mouth 11% 4. Request 10% 5. Browse online 9% 2. Browse online 26% 1. Read author/series 30% 3. Word of mouth 11% 4. Bestseller list 8% 5. Read book before 6% 1. Browse online 40% 2. Read author/series 27% 3. Rec/review online 9% 4. Bestseller list 7% 5. Word of mouth 4% Follow author: SM/fan-sites 7% Source: Bowker Readers discover eBooks mostly by browsing online and by looking for a certain author #gybo
  • 12. Price Price Blurb Blurb Subject Subject Extract Extract Author Author 0 10 20 30 40 50 <1€ 1-1.99€ 2-2.99€ >2.99€ % Source: Bowker Why readers buy self-published eBooks #gybo
  • 13. <2.99 € 2.99-4.99 € >4.99 € „Cheap“ „Impulse Purchase“ „Approved Quality“ • 61% of eBook sales • „Best bang for the buck“ • Genres: fiction, nonfiction • 31% of eBook sales • (Author)brands as „quality label“ increase willingness to pay • Genres: science, nonfiction • 8% of eBook sales • Low sales price reduces perceived value • Low royalties • Can be used as short-term marketing trigger to boost attention eBooks priced between 2.99 € and 4.99 € generate highest sales figures as well as high royalties per eBook sold #gyboSource: epubli eBooks priced between 2.99 € and 4.99 € generate highest sales figures as well as high royalties per eBook sold
  • 14. Source: @popongap, http://twitpic.com/48d7ey Digital Distribution #gybo
  • 15. 0 50 100 150 200 250 Q1 10 Q3 10 Q1 11 Q3 11 Q1 12 Q3 12 Q1 13 Worldwide smartphone and tablet sales (by OS, in million units) The market for eReading devices grows by leaps and bounds #gyboSources: Gartner, Business Insider
  • 16. 61% 22% 2% 1% Other 14% eReaders sold by producer (04/2012) While the international market for eReaders seems to be dominated by one supplier … #gyboSource: Pew Research Center
  • 17. 40 % 18 % 5% Other 31 % 2% 4% Tablets sold by producer (01/13) Smartphones sold by operation system (01/13) 74% 3% 18% 3% Other 3 % … the tablet and smartphone market, however, is ruled by several players #gyboSource: Gartner
  • 18. 8/2012 4/2013 Reading preference eReader vs. Tablet 49% 37% 44% 42% In 2013, tablets outran dedicated eReaders as the preferred reading device for the first time #gyboSource: Book Industry Study Group
  • 19. 0% 20% 40% 60% 80% 100% May 2012 Nov. 12 May 2013 Ø 52% Ø 34% Ø 11% 24% (May 2013) epubli eBook market shares of bestselling stores (May 2012-May 2013) Tolino (e.g. Weltbild, Hugendubel) was the second bestselling sales channel right from the start #gybo Source: epubli n = 3.166 published eBooks Note: Revenue share of other shops (Kobo, B&N, etc.) below 10% by May 2013
  • 20. “Based on what’s happening in the industry, I think I can do better in the long term on my own.” Barry Eisler after rejecting a $500,000 advance #gybo Authors build up brands and get in touch with their readers Source: A Newbie‘s Guide to Publishing
  • 21. We enable eAuthors* to really reach their readers: Creatively independent. Fast. With the highest margins ever. * Authors with a capital “A” plus “e” as in “electronic” and “entrepreneurial” #gybo
  • 22. Editing, Design, etc. Production & Distribution Marketing & Sales Core services production & distribution are complemented by “Page Tailors” marketplace und free advice on marketing and sales #gybo
  • 23. The Author Cockpit unveils daily sales statistics … #gyboSource: epubli
  • 24. … and enables authors to market the right channel #gyboSource: epubli
  • 25. reference book by IT coach five-figure author royalties „Chick Lit“ by TV-Editor 2012 Bestseller Novel on Russian women by literary author generated many sales through readings and highly successful social media activities Innovative reader by leading conference five-figure downloads and high attention in on- and offline media Longreads published by newspaper revenue stream for digital content Drama by artist large review published in FAZ supplement Open-Access series by leading research institute five-figure savings of printing costs Success stories are possible – with both, books and eBooks #gybo
  • 26. Thank You! #gybo