Presentation to the BookSeller Conference - "Digitise or Die"

Rolfe Swinton COO CPI Digital Services A Reference for the Rest of Us! Digital Publishing

550 Years

USANov. 2007 This is the most important thing we have ever done… Jeff Bezos

UK Sept. 2008

eBooks – on a Solid Growth Path Amazon sells 1 eBook for every 17 books sold (6%) when the eBook version is available (and this is on a small installed base of Kindle Readers) Source: IDPF, top 20 US trade publishers only

Book Market is Changing Within the Broader Media Market
Book Publishing overall growing at about half the M&E sector growth rate [6.4% v/s 3.6% ]
Business Information segment growing closer to the industry growth rate
Books need to maintain their relevance!
$USD Bn Source: PWC Media Industry Review 2008

Book Publishing – Europe and Asia Story
EMEA is the largest market but flat
APAC growing the fastest
Growth is in Asia and North America to a lesser degree
Real growth is not in long runs of printed books ~ 2.7% CAGR
30% of books sales revenue growth (& a higher % of profit growth) will come from Digital
GLOBAL BOOK PUBLISHING MARKET 2008-11 2.9% 6.3% 2.6% 3.8% 4% CAGR $USD Bn Source: PWC Media Industry Review 2008

Digital books are the high growth part of the market and will be 26% 2.7% CAGR
Principal drivers of digital growth
Professional Books [STM, Legal and Business] shifting primarily to electronic formats
Electronic browsing & search engines will raise awareness and title sales in NA & EMEA
Print professional book market will benefit from digital browsing, “try before you buy”
Aging population 40+ who are expected to grow @ 9.5% - increasing demand for large print fulfilled via POD
Audio browsing and audio widgets will stimulate the audio books market
Initial attempts at advt supported models – WOWIO and Freeload Press
$US Bn Source: PWC Media Industry Review 2008 % Digital 2.3% 2.9% 3.6% 6.1%

Publishing On-Line Sales & On-Line Marketing Spend

It is Essential to Organise Files & Metadata in Some Digital way

Metadata – As Valuable as Content as an Enabler

So What Do These Trends Mean? What Can You Practically do?
Step 1: Organise files & metadata – this is the core
Step 2: Ensure all new book acquisitions are for all rights – change the standard contracts if not already done
Step 3: Begin marketing & sampling on the web, track users, get details & drive physical purchases
Step 4: Begin experimenting with more digital marketing in web communities, blogs, forums, etc.
Step 5: begin clearing digital rights as you get ready to do eBooks
Step 6: convert to eBooks best sellers only until dedicated eBook device launched in market or major channel markets eBooks
Step 7: expand digital book commercialization

What Tools Do You Need to Do That?
A DAM / DAD solution to hold metadata & content, and to eventually distribute it
Tools to promote sampling of your content & build relationships with your authors / brands
Tools to track where your potential readers are on the web and what they are saying about your books and those of your competitors
Tools to create digital versions of your content
Tools to engage with book reading communities

A Digital Publishing Platform

Automatic FTP

Content Conversion – There is a Difference
How to you get highest quality scans & PDFs?
What is great XML?
What is a great eBook?
How do you do this in a way at lowest stress to the organisation?
BookAlchemy is our way – and is on the way to creating the magic eBook

There is a Different Between eBooks and Great eBooks

It Should be Part of Your Production Process

Producing Great eBooks Requires Technology and Know-how

Further Streamlining to Come

Our web tracking technology lets you understand where people are talking about your books, what they are saying, so you can engage them on-line and you can measure the effect of your marketing Track the level of discussion around your “brands” in the online community Track how your marketing efforts influence the perception of your books & authors in online discussion Identify exactly where people are discussing your books, your content, your authors and engage them there

Publishers Can Further Gain Through Marketing & Selling Directly Content Consumers Want Can the publishers claim this space, or is it left to the retailers like Amazon, Apple, etc?

CPIBookDelivery.com
We take the order, process the monies, then either:
Manufacture the title as PoD, fulfill directly to the consumer
Pick the book from stock held at our warehouse (Melksham) on your behalf and fulfill directly to the consumer
Forward the order to the publisher for you to pick from your stock, your warehouse dispatches directly to the consumer.
cpibookdelivery.com is a pioneering new fulfillment service that now allows publishers to maximise the revenue opportunities that lie within backlist and out of print titles by selling direct to the consumer. Pricing Example Order £10 + £2.75 (P & P) PoD Small Warehouse Custom Distributor Manufacturing invoiced as usual Publisher 80% = £8 CPI 20% = £2 P&P = £2.75 Publisher 80% = £8 P&P = £2.75 (less distribution) CPI 20% = £2

Here’s what current media clients are finding are benefits
Direct relationship with your audience
Superb way to provide sampling of books
New platform for telling a story
Ability to sell directly to an individual
Real-time updating – news, chat, blogs, etc
Genuine social community features
Globally scalable – fill in gaps in your distribution
Much more effective mobile application than WAP –based services and other applets

Mobile Retailing Provides a Substantial Opportunity for Publishers to Connect Directly with Consumers

Mobile Books
Capture user details, preferences
Deliver tailored content Easy sampling & mCommerce Rich community features – realtime sharing Easy delivery of all media types – text, audio, video, etc. Engage your entire audience in real time User-generated ratings Real time updating

Reactor – the mobile application lets content owners track exactly what’s happening as it happens – in real time – allowing them to react and interact with their user base

Mobile will be the most ubiquitous sampling & consumption channel

Community is important for writers & readers

7 Steps to Digital Publishing
Step 1: Organise files & metadata – this is the core
Step 2: Ensure all new book acquisitions are for all rights – change the standard contracts if not already done
Step 3: Begin marketing & sampling on the web, track users, get details & drive physical purchases
Step 4: Begin experimenting with more digital marketing in web communities, blogs, forums, etc.
Step 5: begin clearing digital rights as you get ready to do eBooks
Step 6: convert to eBooks best sellers only until dedicated eBook device launched in market or major channel markets eBooks
Step 7: expand digital book commercialization

When to act? Now.
Retailers are kicking into gear
Waterstones
WH Smith
Borders
Amazon
STM publishers already well along
Business information publishers even further

For more information please contact:
Rolfe Swinton
COO
CPI Publishing Solutions
+447879627439
[email_address]

http://www.bookbank.com	143
http://podapa.squarespace.com	7
http://www.slideshare.net	6
http://74.125.93.104	2
http://www.clearspring.com	1
http://209.85.135.104	1
http://209.85.129.132	1
http://74.125.47.132	1
http://pkuri.wordpress.com	1

Presentation to the BookSeller Conference - "Digitise or Die"

by rolfesw on Jul 07, 2008

Accessibility

Categories

Tags

Upload Details

Usage Rights

9 Embeds 163

Statistics

Presentation to the BookSeller Conference - "Digitise or Die" — Presentation Transcript