YCE Programme Seminar : British Council : London Book Fair 2012
The Future of InternationalPublishing Start-Ups16 April 2012London Book Fair 2012British Councils Young Creative Entrepreneur Publishingwinners present market insights and innovative businessmodels from China, India, Turkey and South Africa.
James Bridle Writer, Publisher and Artist ChairpersonJames Bridle is a writer, publisher and artist based in London, UK.He has founded innovative publishing start-ups and helpspublishers and arts organisations understand new media. At themoment hes particularly interested in networks, architecture anddigital behaviour. He makes things with words, books and theinternet, and writes about what he does at booktwo.org.
Arthur Attwell Managing Director and Co-Founder Electric Book WorksAboutArthur finds innovative ways to deliver publishing solutions in developing countries. Arthurstudied at Cape Town University, where he majored in English Literature and Latin and completed anMA in Creative Writing. In 1998 he joined Oxford University Press in Cape Town and, in 2002,Oxford. Upon his return to South Africa he worked as a senior publisher at Maskew Miller Longman,a Pearson company. In 2005 he left big publishing to start a new venture, which in 2006 becameElectric Book Works, a company specialising in applying innovative technology to traditionalpublishing. As managing director of EBW, Arthur has initiated and overseen a range of publishingprojects and research, including services for large and small publishers, the publication of twoacclaimed childrens books and of EBWs flagship EBW Healthcare series (, and the development ofMousehand, EBWs self- and small-scale publishing service, which produces and distributesbooks/ebooks locally and internationally for a range of new and established authors. In addition tohis role at EBW, Arthurs current work focuses on research and consulting on print-on-demand andebooks, and on developing new ways to deliver content in developing countries. Arthur was one ofthe finalists of the YCE Publishing Award 2009.
Gökçesu Tamer Product Manager Dogan KitapGökçesu Tamer had an interested and varied career before realising she wanted to workin publishing. She is currently part of the marketing team at Dogan Kitap. She was bornand raised in Ankara and in 1996 moved to Istanbul to study International Relations atBogazici University. In 2002 Gökçesu began her career at Focus popular sciencemagazine as editor and translator. But, in May 2003 Gökçesu life turned around when shedecided that, for her, it was all about books, and after years of constant reading Gökçesubecame a bookseller. As the Category Manager of Megavizyon Bookstores chain, shestaken part in 9 store openings and is responsible for the stores from A to Z. After followingthis path, Gökçesu realised she wanted to be a part of the publishing world. Now,Gökçesu is a member of Dogan Kitap marketing team and works on everything from bookselection to launch and the associated marketing activities. Gökçesu is a winner of theYCE Publishing Award 2012.
Publishing in Transition New Business ModelsFrom Turkish Book Market Gökçesu Tamer 16 April 2012
Publishing in Turkey: a quickglance• 8000+ active publishers• 6000 bookstores• 43,190 new titles published in 2011• 8 % VAT• Average price: 10 USD• Market size: 2.2 billion USD
Going beyond traditional distribution • Online distribution company • Provides solutions for small bookstores • 1360 publishers & 1400 bookstores • Book data for e-trade
Immigration to digital world • E-book sales started in April 2010 • By now share of e-books is only 0,38%, but growing rapidly ( 400% last year) • ~ 3500 titles converted to e-books • New applications, new platforms are being developed.
A Platform for e-Books• B2C and B2B sales• Works on «all devices with a screen»• Compatible with Publishers Association’s DRM module• Samsung e-Book application for Samsung Turkey• e-Book sales in Migros kiosks (April 2012)
Publishing «with» the readersDEX is an imprint for young adult books,targeting 16-25 aged young adults.•Interactive, trendy and cinematographiccontent•Fantasy, mystery, horror, love and more...•Effective use of social media: Talking with thereaders rather than talking to them
Social media apps E-cards with quotes from your favorite authors Share your stories with Elif Shafak
Thanks for listening... email@example.com twitter.com/gokcesutamer
Ganesh Ram Founder & CEO eMahatva TechnologieGanesh Ram is the founder of eMahatva Technologie, a start-up committed to developing technologies thatwill facilitate publishing in the future. Ganesh hails from a small town called Udumalpet, located nearCoimbatore, known as Manchester of South India. After completing his school education there, he went toChennai and did his Bachelors Degree in Commerce. With an ever-glowing interest in Computers andInformation Technology, he learned number of application on his own, and in 2007 along with his friendSaravanan he started working on innovative mobile applications. Their project was selected under InfoDev –a World Bank programme – to be developed and supported by the Incubation centre of VIT University, oneof the leading private technology university in India. This led to the creation of Ganesh’s technology start-up,eMahatva Technologie. The start-up is committed to developing technologies that will facilitate publishing inthe future, especially mobile phones and tablets. Ganesh is keen to make publishing in Indian languages onthese devices easier and more widespread. FUBLISH platform, which stands for Futuristic Publishingdeveloped by the organization, aims to improve the way knowledge is imparted in the future. Currently theplatform enables Publishers and Authors to take their works to many digital media forms right from basicphones to tablets. Ganesh is a winner of the YCE Publishing Award 2012.
Hello ! The Future of International Publishing Start-ups - Ganesh Ram KR, Founder & CEO, eMahatva, India
Setting the Stage“Give a man a fish and you feed him for a day.Teach a man to fish and you feed him for alifetime.” - Chinese ProverbPDF, ePUB, Apps, digital questions ???Fublish :: The Future of Publishing
The Problem / OpportunityWhere is the BIG Opportunity in India ? Kindle, iPad, Android Tablets...If this is our perception, is that correct ? BUT we think otherwise...What about 800+ million mobile phone users ? BUT there is problem.Are local languages displayed on the phones ? NO in more than 90% its not supported. Let us try to solve this problem and here is a REAL OPPORTUNITY
The SolutionWe have developed a solution for that. mvFont Rendering Engine Works on even basic phones (sub $40 phones) that doesnt support Indian Language charactersets on them.. Can be used by any developer for their mobile applications.. This is our small contribution to bridge the digital divide
The Business ModelStill, there is another bottleneck. App Delivery. WALLED GARDENS, PRICING, PAYMENT PROCESSINGTRYING A NEW BUSINESS-MODEL :“Seed” mobile library is a collection of 1000 books (copyrightfree / open domain )This is stored on a Memory Card / CD and delivered to UsersA simple activation process to handle mass-piracy.The pilot marketing was successful. Gearing for next version.
Interesting DevelopmentsOther Significant developments in India : * Aakash Tablet * Pratham Books * Print-on-Demand * Self-Publishing * The FlipKart Story
Thank You ! Fublish.com | mobileveda.com firstname.lastname@example.org
Jason Ren Founder Little Thing MagazineJason Ren founded Little Thing Magazine to encourage peoples awareness of the beautiful things in life.Jason has been running Little Thing Magazine for nearly 4 years. It’s a bi-monthly fashion magazine with afocus on the creativity and lifestyle of the new generation Chinese females. Little Thing Magazine iscirculated in over twenty two big cities in China, including Hong Kong, and has won the title of the mostbeloved fashion magazine for creative and artistic girls in the country. As co-founder and publisher of themagazine, Jason manages everything from advertisement, circulation and branding to finance and HR. Themagazine’s slogan is ‘we collect beautiful things’ and aim to encourage awareness of the beautiful littlethings in their life. To achieve this, the magazine conducts firsthand interview with designers and artists indifferent countries and create inspiring fashion images. In 2011, the success of the project has led to anexciting product line and shopping experience. With the idea of social entrepreneurship, Little ThingMagazine launched its online and retail shop to sell their products, namely independent designer items andfair trade products from all over the world. Before founding little thing magazine, Jason studied in CEIBS forMBA from 2004-2006 (exchanged in HEC, Paris in 2005) and worked in marketing for different multinationalcompanies like GE and AC Nielson for more than 10 years. Jason is a winner of the YCE Publishing Award2012.
Brief Review of Challenges in China Publishing Industry Jason Ren (China) Little thing magazine Apr.2012
Current in China Publishing Industry• Publishing organization reform and integration keep deepening - New opportunity to some open minded traditional state owned publishing groups Liu bin jie - Some conservative and less market focused organizations will face bankruptcy Chief Director of The General Administration of press and publications• Severe stock issue, higher circulation cost, less profitability - In mainstream book selling Channel, Xin Hua bookstore, stock higher than total books sold - Large stock in books occupied Publishing house capital, cash flow andincreased circulation cost• Major publishing profit from teaching material related sector - teaching material makes up over 50% of share in China publishing industry, size andprofit - in the future, teaching material reuse will totally change some publishing house biz model • Popularity on Digital terminal and internet reading - Digital, mobile & internet publishing is more considerable to new publishers - Prosperous online book selling changes traditional small bookstore business environment
Key Challenges in China Publishing Industry • New Books hard to re-publish - 55% of new books per year not able to be republished, waste of content • Niche positioned high quality books hard to publish - Niche positioned books due to sizable problem hard to get break even, no publishing house would like to publish - High quality content not easy to reserve and broadcast • Starting printing number - Lots of book stock caused by the “have to” print number, over printing to meet start print number New Business Model in China publishing Industry? - On demand publishing? - Digital publishing?
Challenges and NewBusiness Model in China Magazine Industry
Key Challenges in China Magazine Market • Great competition from Online Media - more advertisers shift from magazine to web - quickly shrinking magazine AD budget - online competitors have larger volume big online players - easier to track and better data on viewers •Quickly shrinking reader base and circulation - from end 2011, a lot of magazine titles facing quickly shrinking circulation - in some segments, the shrinking can be up to half Shrinking circulation - many more readers looking for information from website, special forums and blogs • Fierce competition in current sector, limited circulation channel, new media hard to survive - Chinese magazine market is not deeply fragmented, magazines are fighting closely - distribution channels limited to newsstands operated by local post , high enter barrier - difficult for new titles to gain sizable readers and circulation, hard to attract AD Fierce competition • Lack courage to try new business model - most magazines still focus on AD selling and try to keep circulation size Instyle left - lack of resources (human, finance, ideas) to try new biz model China market - worry to make mistake after 3 years
New attempts made in the market • Online gateway - some magazines go online to leverage brand name as gateway to attract online advertisement, yet still a long way to go Online portal •App - nearly every big magazine titles launched their APP for free - some of them get good readership and start selling AD - new model to be discovered• Sell online - some magazines leverage their name to build online B to C portalincluding us - product from sports shoes to low price clothes to luxury goods - still at beginning stage, wait and see
Little thingMagazine BusinessModel Introduction
The most Belovedfashion magazinefor Creative &Artistic girls!
Business Model of little thing Pop up cardBusiness model:• Publishing - A great reading inspiration for fashion, creativity, handmade, lifestyle and art• Advertisement – An integrated marketing partner with strong creativity and wide resources• Product – A sales platform for independent designers, fair trade, recycled and handmade A creative brand itself for fashion clothing, accessories and stationery
PublishingMagazine basics:25RMB, bimonthly issue, 4 years publishing, high quality eco friendly paper, golden printing award,Circulation in key cities of mainland China, Hong Kong, Taiwan, Singapore & MalaysiaTeam basic:16 people in house with contributing journalist in London, Paris,Tokyo and Australia Magazine selling itself can be a profitable business - By good control of selling rate and increased subscription Potential business opportunity in publishing •High quality magazine content - book publishing (with authors & creators in little thing mag) •Sell in cool coffee & book shops, multi-brand creative shops - limited edition of gift pack magazine(20Euro each) in select channels
Advertisement Little thing - An Integrated Marketing Partner Online marketing & Not Just page, but ideas Influencer Resources Creative Event marketingHarmony AD Environment On-line marketing Little thing x MIXC Shopping mall exhibition with artist 插画家 Little thing influencers illustrator Little thing x Adidas Originals designer Independent female artist exhibition Creative Advertorial photographer Fashion critics artist curator buyer Stylist & blogger
Product Little thing online shop Little thing showroom A online platform for independent designer A bridge for independent designer and and little thing itself as a creative brand creative shops and buyers in China & Asia
Little Thing - the influence of community, a little thing village A little thing community for creativity, art and people with love! Little Thing communication Eg. Newsletter, Little Treats, Road Core image shows, IMart. ect Little Thing Emotional link Magazine Co-work with Little other commercial Official Web, weibo, other Little Thing Collaborated brand social media Online Project More than magazine Care and interact it’s a Community! Commercial value - surprise Little Thing Little Event Little Voice for Concept Shop, Store Music, Other Online Shop Event for Fashion, Arts… Ownership participant
Thanks! Little thing magazineWe collect beautiful things!
The Future of InternationalPublishing Start-UpsBritish Councils Young Creative Entrepreneur Publishingwinners present market insights and innovative businessmodels from China, India, Turkey and South Africa.For more information, visithttp://creativeconomy.britishcouncil.org/