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Presentation to the BookSeller Conference - "Digitise or Die"

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This presentation provides an overview of the range of tools and services a publisher could use to be an active digital publisher - from DAM and DAD tools, to marketing technologies, to eBooks, and …

This presentation provides an overview of the range of tools and services a publisher could use to be an active digital publisher - from DAM and DAD tools, to marketing technologies, to eBooks, and mobile delivery.

Published in: Business, Technology

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  • Transcript

    • 1. Rolfe Swinton COO CPI Digital Services A Reference for the Rest of Us! Digital Publishing
    • 2. 550 Years
    • 3. USANov. 2007 This is the most important thing we have ever done… Jeff Bezos
    • 4. UK Sept. 2008
    • 5. 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
    • 6. 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
    • 7. 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
    • 8. 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%
    • 9. Publishing On-Line Sales & On-Line Marketing Spend
    • 10. It is Essential to Organise Files & Metadata in Some Digital way
    • 11. Metadata – As Valuable as Content as an Enabler
    • 12. 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
    • 13. 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
    • 14. A Digital Publishing Platform
    • 15.  
    • 16. Automatic FTP
    • 17. 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
    • 18. There is a Different Between eBooks and Great eBooks
    • 19. It Should be Part of Your Production Process
    • 20. Producing Great eBooks Requires Technology and Know-how
    • 21. Further Streamlining to Come
    • 22.  
    • 23.  
    • 24. 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
    • 25. 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?
    • 26. 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
    • 27. 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
    • 28. Mobile Retailing Provides a Substantial Opportunity for Publishers to Connect Directly with Consumers
    • 29. 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
    • 30. 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
    • 31. Mobile will be the most ubiquitous sampling & consumption channel
    • 32. Community is important for writers & readers
    • 33. 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
    • 34. When to act? Now.
      • Retailers are kicking into gear
        • Waterstones
        • WH Smith
        • Borders
        • Amazon
      • STM publishers already well along
      • Business information publishers even further
    • 35. For more information please contact:
      • Rolfe Swinton
      • COO
      • CPI Publishing Solutions
      • +447879627439
      • [email_address]